The End of Google’s Business.Site: What Local Businesses Should Do Next

Suppose you’re a small local business owner or a digital marketer. In that case, this news might hit close to home: Google recently announced it will shut down websites created through Google Business Profiles, known as Business.site. This significant change could impact many businesses that rely on Google’s website solution to establish an online footprint. Fear not, as in this detailed guide, we’ll cover everything you need to know about this transition and what practical steps you should take next.

Understanding the Change

Google Business Profiles (formerly “Google My Business”) has been an invaluable tool for local businesses to enhance their online presence, particularly in local search results. However, websites created via Google’s subdomain business.site are facing imminent shutdown. This action by Google signals a significant shift in its strategy and holds implications for local SEO and how small businesses present themselves online.

Why Google is Making this Change

While it might seem sudden, Google might be winding down this service for a few reasons. Maintaining these low-traffic websites could be a cost burden for Google. Additionally, this move might align with Google’s broader goals to streamline its product offerings and focus on its core services, including advertising platforms and search results.

Preparing for the Transition

Suppose your local business relies on a company website.site domain, it’s time to plan your next move. Here’s how to prepare for the transition and ensure your online visibility remains strong.

Why Your Digital Presence is Crucial

Maintaining a robust digital presence is non-negotiable, with more consumers relying on the Internet to discover local businesses. Your website is the cornerstone of this presence, providing a hub for information, brand messaging, and online transactions.

Actionable Steps to Take

Step 1: Audit Your Current Website’s Content

If you currently have a website for business.site, begin by cataloging its content. Make a list of web pages, take inventory of any custom domain names that might have been linked, and collect any images or branding elements you’re currently using.

Step 2: Choose a New Website Platform

Fortunately, there is a plethora of website-building platforms and services available. Whether you opt for the simplicity of Wix, the customization of WordPress, or the support of a local web agency, the choice must meet your business’s unique needs.

Step 3: Set Up a New Website

The transition to a new website should be as seamless as possible. Review the design of your new site, ensuring it’s user-friendly and consistent with your branding. Utilize this as an opportunity to optimize your online presence with fresh content and enhanced user experience.

Best Practices for a Smooth Transition

As you create a new website, keeping these best practices in mind will help protect your business from any adverse effects during the transition.

Retain Your SEO Rankings

Maintaining any SEO value you’ve built with your old Google Business Profile site is crucial. Ensure that all redirects are in place so that search engines and visitors are sent to the relevant pages on your new site. You might also want to reach out to any websites that currently backlink to your old site and update these links.

Communicate the Change to Your Audience

Your loyal customers are critical to the success of your business. Communicating the change to your online presence is vital. Update your social media profiles, notify your email subscribers, and consider adding a banner to your old website that informs visitors of the change.

Ensure a Smooth UX

User experience is king when it comes to online engagement. Your new website should be visually appealing and easy to navigate. Ensure all contact information, business hours, and relevant essential information are accessible from the homepage.

Leveraging Local SEO to Rebuild Online Visibility

Local SEO will play a significant role in re-establishing your online visibility. Ensure you adhere to local SEO best practices as you build your new website.

Claim Your Online Listings

Reclaim and update your business listings on all relevant directories and review sites. Consistent and accurate business information across these platforms can significantly boost your local search rankings.

Optimize for Local Search

Include localized content on your new website, such as local events and news that align with your business’s interests. Also, optimize your website for local keywords to capture local search traffic.

Gather Online Reviews

Reviews are critical for local businesses. Encourage customers to leave positive reviews on your Google Business Profile and other review sites. High review ratings can improve your local SEO and instill trust in potential customers.

Moving Forward Post-Transition

Once your new website is live, the work is not over. Continue to monitor your online performance and make adjustments as needed.

Monitor Your Website’s Analytics

Keep a close eye on your website analytics to understand how users interact with your new site. Look at metrics such as bounce rate, time on site, and conversion rates to gauge the effectiveness of your new online presence.

Stay Informed of Web Development Trends

The digital landscape is continually evolving, and so too should your web presence. Stay informed of the latest web development trends and technologies to keep your site fresh and competitive.

Stay Engaged with Your Digital Marketing Efforts

Digital marketing is an ongoing process. Stay engaged with your digital marketing efforts, such as content creation, social media, and email marketing, to maintain and grow your online visibility.

Final Thoughts

The discontinuation of Google’s business.site is a significant change, but it doesn’t need to be a setback. This transition allows local businesses to refresh and reinvigorate their online presence. Remember, your website is your digital storefront. By taking strategic actions now, you can ensure your business is well-equipped to succeed in the evolving digital marketplace.

As always, adaptability is key. Embrace these changes as a chance to build a more substantial, more resilient online presence that truly reflects the quality and character of your business. If you’re proactive and strategic in your approach, this transition can mark the beginning of a new, exciting chapter for your local business.