April 25th brought a surprising survey from Google My Business (GMB) that hinted at the potential for paid features on the platform. The local SEO community, as you can imagine, had quite the reaction. Mike Blumenthal even speculated that the survey was “the work of a summer intern.” But let’s cut through the noise and get to the crux of what local marketers really think about this potential shift to a pay-to-play model.
To dive deeper into the sentiment surrounding this change, we conducted our own poll among local marketers and businesses, with over 300 respondents eager to voice their opinions. This diverse group included 54% marketing agencies, 26% local businesses, and 12% freelance marketers. The results? Eye-opening.
Awareness of the GMB Survey
A notable 49% of respondents were aware of Google’s survey through social media or news outlets. Surprisingly, a substantial portion hadn’t even heard about it until our poll—a clear indication of the disconnect between Google and many users. Just 8% reported receiving the survey directly, raising questions about how effectively GMB communicates with its users.
Feelings Toward Paid Features
When asked how they felt about the potential for paid GMB features, responses ranged from excitement to fear, with a healthy dose of confusion. For many local marketers, the proposed new features suggested that Google was finally acknowledging long-standing pain points, like spam in listings and the struggle to reach customer support. But the specter of competitors being able to pay to intercept customer messages raised red flags. As one participant poignantly put it, “Why have we spent so much time and money on SEO, Local SEO, and social media marketing if a competitor can just buy an ad on our GMB listing?”
What Would You Pay For?
Respondents were then asked which features they’d be willing to pay for, and it was fascinating to see the most popular choices. Here’s a glimpse of what topped the list:
Higher SERP placement
Removing competitors’ ads from listings
Setting ‘featured’ reviews at the top of listings
Promoted map pins
Verified reviews
While many expressed a willingness to pay for these features, it’s worth noting that there was also a strong reluctance. Nearly half of those polled indicated they would only be willing to pay between $1 and $25 per month. With many local businesses already feeling squeezed by marketing costs, any hefty subscription fees could deter them from continuing to utilize GMB.
Impacts on Marketing Budgets
The majority of local businesses surveyed indicated that a pay-to-play model would reduce their budget for using marketing consultants. This is a critical point; while larger brands may thrive under such a model, smaller businesses could be left in the dust. As Colan Nielsen, a well-respected figure in the SEO community, articulated: “The best SEOs get paid for their ability to think and their expertise. Having clients that value your knowledge over pulling levers is what will keep you employed regardless of what Google does.”
The Local Business Perspective
When it came to the opinions of local businesses regarding the potential changes, the consensus was largely negative. As one respondent summarized, “Google My Business has become an invaluable tool for local businesses, and a shift to a paid service could damage smaller businesses’ ability to reach their audience.”
Final Thoughts
The sentiment surrounding Google My Business’ potential transition to a paid service raises significant questions about the future of local SEO. As the feedback from respondents indicates, the current model supports smaller businesses, and any shift towards monetization could disrupt that balance.
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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