Let’s face it—Google Places (or Google Business Profile, as it’s now called) has come a long way, but that doesn’t mean SEOs and small businesses are completely satisfied. Google’s constant updates and tweaks have improved the platform, but there’s still a massive wish list from users looking for more control, better functionality, and, let’s be honest, fewer headaches.
In a recent survey, over 600 SEOs and SMBs chimed in to voice their opinions on the features they desperately want to see. Spoiler alert: some of the most-wanted updates probably won’t be happening anytime soon. But let’s dive into the data and see what’s cooking in the minds of digital marketers and local business owners.
1. The Duplicate Listing Problem: The #1 Headache
Topping the charts with an almost perfect score (9.6/10), duplicate listing management is the feature people are screaming for. Imagine running a local business and having your listings all over the place. It’s like trying to manage a restaurant where every dish is being served at a different table, with different menus. It's chaos.
Here’s what one respondent said:
"Managing duplicate listings is an absolute nightmare. Google really needs to streamline this process or at least give us tools to make it easier."
Yet, despite the cries for help, it doesn’t seem like Google is rushing to fix this issue anytime soon.
2. Email Verification Over Postcards
Who else is over the postcard verification system? Turns out, about 88% of SEOs and SMBs are. While we love the nostalgia of getting mail, the email verification option would speed up the verification process tenfold. But hold your horses—Google likely won’t give up on the postcard method anytime soon, given its importance in preventing fraud. As much as we want it, the reality is email verification opens the floodgates for misuse, and Google’s not about that life.
3. Better NAP Data Management
The third most wanted feature? A Citation and NAP (Name, Address, Phone) Analyzer for directories. Imagine a tool that scans all your listings across the web and flags inconsistent data like a personal digital detective. For many local businesses, incorrect NAP data is a major roadblock that leads to missed leads and poor rankings. And let’s be real: nobody has time to manually sift through listings on third-party sites.
“Having an automated way to check and correct NAP data across directories would save hours of labor each month,” said one user.
Wouldn’t that be a dream? But, like many other requested features, this remains a pipe dream for now.
4. Google Analytics Integration Needs a Boost
SEOs are data junkies, and what they really want is deeper analytics integration. Being able to easily export data into Google Analytics without jumping through hoops would make life easier. Google, if you're reading this, we need more than just the basic dashboard metrics. We’re talking search term analytics and the ability to track conversions directly. It’s 2024—let’s get those insights in order.
5. Automatic Category Suggestions
Lastly, the most likely feature to be introduced soon is automatic category suggestions. This is something that ranks high on user demand and also seems feasible for Google to deliver. Automatically suggesting the best categories for a business would eliminate a lot of guesswork and help businesses align better with search algorithms.
What’s Most Likely to Happen?
Now, let’s talk reality. Based on the survey, the features users most want are probably not going to see the light of day anytime soon. Features like white-label reporting, live chat support, and the duplicate listing report scored high in terms of demand but low on the likelihood scale. This could be because Google is more interested in selling its ad products rather than solving niche SEO problems.
“Google Places is ultimately designed to help Google, not SEOs,” said one disgruntled respondent. “We’re asking for control, but they’re giving us monetized tools instead.”
Ouch.
But the good news? Small tweaks, like category suggestions and longer insights visibility, are more likely to happen soon. Sure, these aren’t game-changers, but they’ll make the user experience a little smoother.
Final Thoughts
The gap between what SEOs want and what Google is willing to deliver is still wide, but there’s hope. Some of the marginal improvements we’re seeing, like increased insights visibility and suggested categories, show that Google is at least paying attention.
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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