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Google My Business (GMB) has become an indispensable tool for merchants wishing to improve their online visibility. With GMB, businesses can appear in Google’s local search results, manage their business information, and interact with their customers via reviews and messages. However, a worrying trend is emerging: the suspension of Google My Business listings. This situation can have disastrous consequences for merchants, but it can be anticipated and avoided by checking certain data and ensuring that the listing is compliant.

Context of the article

I’ve written about this in the past. But given the scale of the phenomenon over the past 1 year, I preferred to develop the bullet point style of the previous article…;-)

Causes of Google My Business listing suspensions

  1. False or misleading information

One of the main reasons for the suspension of GMB records is the presence of incorrect or misleading information. This can include incorrect addresses, invalid phone numbers, or misleading company names. Google aims to provide accurate and reliable information to users, and any deviation from this standard may result in suspension.

  1. Keyword abuse

Some merchants add excessive or irrelevant keywords to their business name to improve their ranking in search results. For example, a plumbing company might be tempted to name its listing “Plomberie Paris Meilleur Plombier Pas Cher”. This type of practice is against Google’s guidelines and may result in suspension.

  1. Virtual addresses or shared offices

Google My Business requires listed businesses to have a real, physical address where they can receive customers. The use of virtual addresses, P.O. boxes, or shared offices without a real presence is strictly forbidden and may lead to suspension.

  1. Suspicious activity or unusual behavior

Google uses sophisticated algorithms to detect suspicious activity on GMB listings. This may include an unusual number of notices in a short period of time, frequent changes to information, or connections from different IP addresses. Any activity considered suspicious may result in suspension to protect users.

  1. Inauthentic opinions and comments

Reviews are crucial to a company’s online reputation. However, buying fake reviews or encouraging inauthentic reviews is a violation of Google’s policies. If Google detects fraudulent reviews, the listing may be suspended.

  1. A change of phone

And yes, if in the past you had validated your file by telephone, the change will suspend your file (leaving it online all the same this time) but will ask you to validate it again, this time by video. Some freelancers who have been able to validate activity sheets under the pretext of receiving customers (even though they are at the contractor’s home) will be in a lot of trouble in this case.

  1. A change of category

If your main category changes completely (from butcher to architect, for example), you’ll also have a suspended entry and will need to validate it again. Why should this happen? Because one of the old techniques was to recover the notes and notices of the business taken over just by changing the name, or even in the case of an office building to recover the notes of a company that was closing or moving.

  1. Compliance with your legal documents

If you’ve changed your articles of association, kbis, company name, etc., this can also pose a problem. In fact, Google may check the data concerning your company on other sites such as societe.com. What’s more, in the event of suspension, your documents won’t be in phase with the contents of the form. This makes it even harder to justify and restore. The only solution: anticipate and update.

Consequences of suspending Google My Business listings

      1. Loss of online visibility

Suspension of a GMB listing means that the company will no longer appear in Google’s local search results. This can lead to a significant loss of online visibility, which directly affects the number of potential customers who discover the company.

      1. Impact on reputation

Customer reviews and ratings play a crucial role in a company’s online reputation. A suspended listing means that these reviews will no longer be visible, which can harm potential customers’ perception of the company.

      1. Loss of customer confidence

Suspension of the GMB listing can lead to a loss of confidence among existing and potential customers. Customers may wonder why the company no longer appears online, and may assume that something is wrong with the company.

      1. Reduced traffic and sales

Less online visibility usually means less traffic to a company’s website, and consequently fewer sales. For small businesses and retailers, this can have serious financial consequences.

How to anticipate and avoid suspension of your Google My Business listing

      1. Checking and regularly updating information

The first step in avoiding suspension is to ensure that all the information on the GMB form is accurate and up-to-date. This includes the company name, address, telephone number and opening hours. The information must be consistent with that on the company’s website and other online platforms.

      1. Compliance with Google guidelines

It’s crucial to follow Google’s guidelines for Google My Business. This includes using the real name of the business without adding keywords, using a real physical address, and avoiding deceptive practices such as buying fake reviews.

      1. Monitoring suspicious activity

Merchants should closely monitor activity on their GMB listing for suspicious activity. This may include frequent changes to information, an unusual number of notices, or connections from unusual IP addresses. If suspicious activity is detected, it’s important to take corrective action immediately.

      1. Reviews and comments management

Encouraging genuine reviews and actively managing customer feedback is crucial. Companies must respond to reviews, whether positive or negative, in a professional manner. In the event of fake reviews, it is possible to report them to Google for removal.

      1. Use of monitoring tools

There are a number of tools and services that can help merchants monitor their GMB record and detect potential problems. These tools can alert merchants to unauthorized modifications or suspicious activity, enabling them to react quickly.

      1. Staff training

Training the staff responsible for managing the GMB listing is essential. They need to be aware of best practices, Google guidelines, and know how to respond to reviews and manage information effectively.

My expert opinion:

The suspension of Google My Business listings is a worrying trend that can have serious consequences for merchants. However, by understanding the causes of these suspensions and taking proactive steps to verify and maintain information compliance, businesses can anticipate and avoid these problems. The key is to remain vigilant, respect Google’s guidelines, and actively manage the GMB listing to ensure continued online visibility and a good reputation with customers. A very good reference to follow and “prove” to google support is available here: https: //support.google.com/business/answer/7667250?hl=fr