Once optimized to feature high in search rankings, your Google Business Profile is a tool that constantly delivers new customers while also increasing visibility for your business in your local community.
But what happens if the flow of new customers slows, and you realize your profile is not ranking as high as it once was? Don’t panic, there are usually some simple reasons behind it, check out this guide to find which one is affecting your listing.
Common Reasons for Google Business Profile Ranking Drops
Apart from a few specific scenarios, if your Google Business Profile suffers a drop in rankings, it is usually because something has changed. Follow our list of likely causes to see which one is the problem for your business.
Algorithm Updates
Unfortunately, Google likes to do their own thing and regularly updates the algorithm it uses to select what it thinks are the best businesses to rank highly in relevant searches. Even a small change can impact where you rank, the problem is, they never say when they do it, nor what they have changed.
Analysis of your competition can see if it is more than your profile being affected, giving a good idea of it being an algorithm issue. From there, you have to start looking at profiles that have risen in the change to see what Google may be rewarding in terms of optimization.
Incomplete or Outdated Profile Information
When setting up your Google Business Profile, it is hugely important to fill out every detail about your business. The more information the better, because Google looks for complete, accurate profiles to rank highly. If that is edited in any way, such as business hours being accidentally deleted, or if your business details change and you forget to update the profile, such as a phone number change, Google will notice and penalize your ranking for it.
Your profile must always be complete, and if you do make any changes, such as switching to a toll-free phone number, remember to change the details on your profile immediately.
Changes in Keywords in Search Trends
Optimizing your profile for the most used keywords and search phrases is common sense, but things change over time, and what were the most common relevant searches may not be forever. If industry changes or local trends cause a change in how people search for your products or services, you can find your ranking drops as your profile is not optimized for those new keywords.
Get into the habit of reviewing search terms in your dashboard regularly, so you can spot search trends and adjust to them quickly.
Incorrect or Missing NAP Information
Trust is a huge component of dealing with businesses online. With your Google Business profile that applies not just to potential customers, but to Google itself. If your basic details, Name, Address and Phone number are either missing or incorrect on your profile, it will be detected, and your ranking will be penalized as a result.
Make sure that information is always in your profile and is updated immediately if anything changes.
Reviews and Rating Issues
Reviews are a great tool that is included right there on your Google Business Profile. Good ratings help you rank against your competition, but if that rating begins to fall if you have a run of bad reviews, that can have the opposite effect.
Get into the habit of responding to reviews in public on your profile. Thank the good ones and offer solutions for any dissatisfied customer. Manage the feedback in this way and you can avoid a sudden drop in ratings and avoid any negative impact on your ranking.
Software Bugs or Technical Issues
Google is pretty good at delivering a reliable service, which is why so many people use them every day, but they are not perfect. Occasionally a bug or technical issue can impact search results, leaving you inexplicably lower in the rankings.
If you are suffering from a ranking drop, it is with just searching to see if any other businesses are suffering the same fate, and if there is any talk of an issue. Google’s own Business Profile Help Community is a good place to look, and the good news is that They usually fix such issues quickly once it has been identified, which means your ranking should go back to normal.
Local Competitor Changes
The other thing to remember when dealing with ranking is that you are not the only one who wants to be at or near the top. So do all your competition, and they will always be looking for ways to improve, just as you are.
Profile ranking is a zero-sum game, if a business rises up the rankings, others go down as a result. Check to see if your fall coincides with other local businesses rising. If it is, check the changes they have made, look at their optimization, search terms and so on, and go back to your own profile and do better.
How to Recover from a Ranking Drop
Every aspect of business takes hard work, and maintaining your ranking is no different. So, if you do suffer a drop in ranking, you must deal with it. We have already talked about the most common causes, but there are some general strategies to overcome any issue, with 3 distinct processes to think about.
Check Google Analytics for Traffic Insight
Your Profile dashboard can tell you a lot about your profile and how it is performing. You should spend some time checking things regularly, and not just wait for a problem, but if your rankings fall, you may find the answer here.
From the search phrases being used to the location of those seeing your profile, you can gain valuable insight that gives you a good idea of what the problem might be.
Make Necessary Improvements
Whether it is a change in keyword use, competitors being better optimized or errors in your profile information, the solution is to fix that issue. Once you have identified the problem, deal with it to restore your ranking or even improve on it.
Use Tools for Monitoring and Tracking
Being reactive, and fixing issues once they have an effect, is not the best approach to any aspect of business management. If to take a proactive approach, in this case by monitoring traffic and searches, tracking consumer behavior and so on, you can spot potential issues that could impact your ranking before it happens.
This allows you to deliver the fixes first, avoiding the consequences of ranking loss completely.
Conclusion
A drop in rankings is usually caused by a change of some kind, whether that is the way people search, the way Google assesses profiles, or even the way your competitors approach optimization. The key to dealing with a drop is identifying the cause and solving the issue.
From keywords to websites, business details to reviews, wherever there is a problem, deal with it quickly to help return your rankings to normal. Identifying issues and finding resolutions can be time-consuming, but with Grid Rankers, you can focus on your business and let our expert team take care of your Google Business Profile.
With vast experience in dealing with Google, we can quickly identify and resolve issues with your ranking, while our management solutions include full performance monitoring, so we take action before you notice any loss of ranking in the first place. Get in touch today, and see how the team at Grid Rankers can put your GBP at the top of the list.