Google Business profile websites will be turned off. And what now?

Google Business Profile includes the ability to publish your company's location, business hours, contact information and photos. It also allowed you to link to a company website; if you didn't have your own, you could have one on your Google profile. With the beginning of 2024., Google has announced it will turn off "their" website for everyone.

Google Business Profile, formerly known as Google My Business, has proven to be the ultimate thing for businesses and trades of all sizes and shapes. With the help of this profile, people could find you through Google Search and Google Maps.  
   
With the help of a Google Business Profile, you could position yourself better if you set up your profile well, respond to reviews, have a section with questions and answers, etc.  
   
And it was perfect for those who did not have their own website. Those are rare ("only" 27% of businesses), but there are still some.  
   
Google had the option of creating a website with basic information within the company's Google Business Profile.  
   
That website was simple, with the domain business.site or negocio.site. Not everyone used that option, but those who did definitely had another benefit – better visibility on search engines.  
   
Google Business Profile was and remains a free service. It allows companies to post (and control) information about their company.  
   
At the beginning of this year, Google decided to turn off websites created through their Google Business Profile.  
   
What does this change mean for those small and medium businesses that rely on these websites?  
   
It means they must (at least) rethink their online strategy and presence.  
   

Before you panic - what does this "turn off" actually mean?  

This move is a significant change in Google's approach to digital commerce. Still, also in the way companies present themselves on the Internet.  
   
In March 2024, Google's decision to turn off websites created through the Google Business Profile will take effect.  
   
These pages are derived from the company's business profile data on Google. And Google announced that they will be deactivated.  
   
Until June 10, 2024, all those who want to access these pages will be redirected to the company's Google business profile, which will temporarily ease the transition.  
   
From March to June, this timeline is a period of adjustment for all those companies and trades whose only website was this one from Google; let's call it "automatic".  
 

  

Your online presence after the termination of the Google website  

For all those who have or do not have a web, the Google Business Profile was another way to improve online visibility on the search engine and Google Maps.  
   
With the end of the "automatic" web service, companies and trades will have to prepare for the transition; that is, they will have to develop their own website. If they want, of course... They don't have to if they don't want to or think they don't need it.  
   
It will also be necessary to improve the company's profile on Google. But the same, if they want, they don't have to.  
   
However, it will be necessary if they want to maintain online visibility and continue to engage their customers and clients in equal measure.  
   
Or not. You can do nothing; your profile will remain as such, and you will not have any website.  
   
But to prepare for this transition after this Google Business Profile update, follow these steps:  

1. Review existing business information - confirm and update your business name, address and contact information.  
2. Update your business hours - make sure your business hours are accurate and up-to-date.  
3. Refresh your multimedia - upload the latest photos of your company and make them high quality.  
4. Manage reviews - actively respond to customer reviews to increase engagement.  
5. Update your profile regularly - use the feature to share news, offers or events.  
6. Use Google Analytics - monitor profile engagement and adjust strategies accordingly.  
7. Be consistent - ensure consistency of information across all online platforms.  
8. Stay informed - be up to date with all further changes from Google.  
9. Link to the new website - if you have created a new one, link it to your profile. (If you don't have one and decide to make one, do the same as soon as your website is ready).  

Get the most out of your business profile in a "websiteless" world.  
However, it is still necessary to have a website because, as you (hopefully) realize, you are nowhere without it.  
 

  

What do you do when left without the web on your Google profile?  

Adapt and thrive, i.e. readjust in order to progress.  
   
Google Business Profile allows companies to display important information and interact with customers... People have to find you somehow when you don't already have a web, right?  
   
To stay competitive in the digital market, you still don't have a website - you need to do the following today:  

• Optimize SEO - refine your company's Google profile description and boost it with relevant keywords and information.  
• Integrate social media - complement your online presence with social media platforms. Share your Google Business Profile on social media and encourage customer interaction.  
• Explore other digital platforms - use Yelp, TripAdvisor or other platforms specific to your industry to complement your presence on Google.  
• Content and more content - constantly create and update content on your Google profile.  
• Use Google Ads - Google ads can effectively target your audience and link them to your business profile on Google. 

Related to this last point - marketing experts will tell you that Google advertising has no purpose or effect if you don't have a website, and it's true.  
   
 

CONCLUSION - what does Google say  

Google says that in March 2024, it will turn off websites created using their Google Business Profile, redirecting visitors to the company profile by June 10 of this year.  
   
After that, "Google" websites will no longer be available.  
   
But as we can see for ourselves, there are not many such "automatic" websites... Even those who do not have a website did not bother too much about creating their business profile, let alone with a website on it.  
   
Our advice - "amplify" the information on your existing Google profile or simply create a website.  
   
Again, the question remains whether it will be the same as last time with the Google Helpful Content update - much ado about nothing... 
   
Nothing special happened as things stand for now - some websites that have very poorly written, poorly translated texts and even outright plagiarism ranked better than websites that regularly publish quality content.  
   
As always, it remains to be seen...  
   
   
And, of course, if you need help creating texts for the website, optimizing it, SEO and the like, we are here for you.