By Jenny Bernarde
Google’s got a new trick up its sleeve, and this time it’s all about how complete your Google Business Profile (GBP) really is—or at least, how complete Google thinks it is. Meet the new ‘Profile Strength’ label, the latest addition to the New Merchant Experience (NMX) dashboard that’s got local business owners and SEO pros buzzing.
Here’s the lowdown: if you manage a GBP, you’re about to see a little traffic-light-style label in the top right-hand corner of your NMX dashboard. It’s color-coded—orange if your profile is only partially complete, and green if it’s fully complete (at least according to Google). Think of it as a quick snapshot of how “optimized” your profile is. But don’t let the simplicity fool you—there’s a lot more going on behind that label.
So, What’s the Deal with the ‘Profile Strength’ Label?
On the surface, this label seems like a helpful tool. It’s a fast way for business owners and managers to check if they’ve dotted all the i’s and crossed all the t’s on their profile. But here’s where it gets tricky: what Google considers “complete” might not line up with what you consider complete—or even necessary.
For example, you might see that pesky orange label just because you haven’t signed up for Google Ads. Yep, Google’s nudging you towards its ad platform, even if you’re not ready to dip your toes into paid advertising. As local SEO expert Claudia Tomina points out, “Not all my clients want to opt into messages. That will also make you incomplete.” So, if you’re not using certain features like Messages, Google might still slap that incomplete tag on your profile.
Why Should You Care?
Here’s the kicker: local business clients are already starting to notice this label and are reaching out to agencies in a bit of a panic. They see “incomplete” and immediately worry that it’s going to tank their local SEO. It’s up to us—the local SEO pros—to set the record straight.
Colan Nielsen, VP of Local Search at Sterling Sky, has already fielded concerns from clients worried about their profiles not being 100% complete. Andy Simpson, Senior SEO Specialist at Digital Law Marketing, reminds us all that “profile strength is not a ranking factor,” so there’s no need to stress if Google’s label doesn’t line up with your SEO strategy.
What’s Google Really After?
It doesn’t take a crystal ball to see what Google’s playing at here. The prominent push towards Google Ads and other features isn’t exactly subtle. They want businesses to engage more with their platform—and let’s be real, to spend more money on ads. But as seasoned local SEOs, we know when a profile is optimized for what matters: ranking and conversions, not just ticking Google’s boxes.
Our Take: Stay Calm, Stay Ahead
Our advice? Get ahead of the game. Reach out to your clients before they see that orange label and start to worry. Explain what the label means, why it’s there, and why your approach to local SEO is what really counts. Show them that their profile might be “incomplete” by Google’s standards, but perfectly optimized by yours.
And remember, a Google Business Profile isn’t something you set and forget. It’s a living, breathing part of your local marketing strategy. Keep an eye on it, update it regularly, and make sure it’s working hard for your business.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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