Podcast
Ben Fisher on How To Avoid Suspensions, Every GMB Ranking Factor, and 30 Years in Local SEO.
Danny Leibrandt
Aug 12, 2024
In a recent episode of the Pest Control SEO podcast, I sat down with Ben Fisher, a Google Business Profile (GBP) Diamond Expert and founder of Steady Demand, a renowned local SEO agency. Ben has been in the local SEO game for nearly 30 years, and his insights into GBP optimization and the common pitfalls of businesses were invaluable. Here's a breakdown of our conversation on mastering Google Business Profiles, how to avoid suspensions, and the importance of focusing on the customer, not just the algorithm.
The Evolution of Local SEO
Ben started his journey in local SEO back in 1996, long before Google even existed. At the time, optimizing for search engines was a completely different game, with primitive tools like Yahoo’s directory and Ask Jeeves. Fast forward to today, the principles of SEO have evolved, but the core remains the same: focus on your customer. As Ben emphasizes, “Don’t do SEO for Google; do it for your customers.” Writing content and creating user-friendly experiences always trumps trying to game the system, which will eventually backfire as Google continuously updates its algorithms.
Key Ranking Factors for Your Google Business Profile
Ben shared several key factors that impact GBP rankings:
Address: Even if you're a service-based business, Google uses your address to determine where you rank, typically within a 2-5 mile radius. If you have a storefront, you can expect a wider reach.
Business Name: Including keywords in your business name can impact ranking, but be cautious. The name on your GBP must match your legal documents, or you risk suspension.
Primary Category: Ensure your category reflects who you are rather than what you do. Choosing the wrong categories can lead to irrelevant inquiries or worse, a penalty.
Customer Reviews: Reviews play a significant role, both in ranking and customer trust. Aim for at least 10 reviews to see a ranking boost and respond to each one thoughtfully—not for SEO, but to show future customers you care.
Avoiding Suspensions: What You Need to Know
Google suspensions are a common but often misunderstood problem. Ben pointed out that 46% of service-based businesses experience a GBP suspension each year, often because they mimic competitors’ practices without fully understanding the risks. Common causes include:
Keyword stuffing in the business name
Using a home or virtual office address for verification
Making too many edits in a short period
If you do get suspended, you only have one good shot to appeal and provide all the necessary documentation. Make sure your utility bills, business licenses, and other documents match your GBP profile exactly, or risk having your appeal denied.
The Importance of My Business Assurance
Given the frequency of suspensions, Ben recommends a service called "My Business Assurance," which acts like insurance for your GBP. This service ensures your profile stays in compliance with Google’s guidelines, backs up your reviews, and protects you from losing business in the event of a suspension.
Why SEO Is All About the Customer
The biggest takeaway from the episode? Focus on building your business for your customers, not for Google. Whether it's optimizing your website, responding to reviews, or crafting your Google Business Profile, everything should be designed to enhance the customer experience. Google’s algorithm is smart enough to recognize genuine value, so stay ahead of the curve by prioritizing quality over quick SEO tricks.
For more tips on local SEO and to learn about Ben Fisher's services, check out Steady Demand. And if you're concerned about GBP suspensions, consider their "My Business Assurance" service—it's a small price to pay for peace of mind.
Stay tuned for more insights and practical advice from the world of pest control and digital marketing!
Full podcast episode here:
