Ben Fisher has pointed out on Twitter/X that there is a new type of “negative SEO” being done to Google’s Local Service Ads, also referred to as LSAs. According to Mr. Fisher, “A competitor makes a new LSA for a competitor and because the link to GBP is automatic the system will essentially nuke the competitor out of existence. “
Above, you’ll see the issue, which appears to be a “black hat” or “negative SEO” type tactic, being employed to essentially stop competitors’ Local Service Ads from appearing. Here’s the text of the explanation of what happened to this advertiser:
“Second LSA is linked to our Google business profile
We had a Google LSA account that was working pretty well. All of a sudden we quit getting leads, and even spam. Every time I call LSA customer support they give me a scripted runaround. I finally got a rep to look into it and he told me that our Google my business profile has two LSA’s linked to it, which is causing our ad to be invisible. When I check our GMB there is only one account linked to us, and it’s the one that I set up. I’ve only ever set up one LSA account, and I’m the only one with the access and credentials to do so. I’m being told that I cannot unlink this other unknown LSA account because I don’t know any of the credentials of that other account. Their solution was for me to unlink our 10 year old account with established reviews and start a new google business profile from scratch. This is a horrible suggestion in my mind. Why would an unknown entity get to force us off of our own Google listing. There must be a way where we can re-verify our account and eliminate any LSA’s we don’t approve of. We did hire a company to run a website for our owner (the GMB account is the same as the company’s), but they aren’t running LSA’s for us.”
The advertiser experienced a sudden drop in leads and noticed an absence of spam in their Google Local Service Ads (LSA) account, despite previously functioning well.
Despite contacting LSA customer support multiple times, they received unhelpful scripted responses. After persistent inquiry, they discovered that their Google Business Profile (GBP) profile was linked to two LSAs, causing their ad to become invisible. However, upon checking their GBP, they found only one account linked, which they had set up themselves.
They asserted that they were the sole individual with access and credentials to create such an account. The support team informed them that they couldn’t unlink the unknown LSA account due to lack of credentials. Their proposed solution was for the advertiser to unlink their established 10-year-old GBP account with positive reviews and start a new profile from scratch, which the advertiser deemed unacceptable.
They questioned why an unknown entity could force them off their own Google listing. The advertiser mentioned hiring a company to manage their website, which shares the same GBP account, but clarified that this company wasn’t responsible for running LSAs. This situation is indicative of a potential “black hat” tactic employed by a competitor, successfully preventing the advertiser’s ads from appearing in LSAs on Google.
From my perspective, it appears that this is most likely a “black hat” or “negative” tactic, linking the GBP of the competitor to two LSAs, which causes their ad to become invisible.
There’s a full discussion on Ben’s post on Twitter.
I’ve written a lot about negative SEO in the past, and even pointed out negative canonical SEO, which Google fixed as a result of my post and bringing it to their attention. In regards to negative SEO and links, I’m pretty confident that there’s really no way that someone can do ‘negative SEO’ to a website and cause their search engine rankings to drop because of links.
Google Local Service Ads LSA
Google Local Service Ads are a form of advertising provided by Google that specifically targets local service-based businesses. These ads are designed to help businesses connect with potential customers in their local area who are actively searching for services they offer. Here’s a breakdown of key features:
- Local Visibility: Google Local Service Ads ensure that your business appears prominently in relevant local search results. When potential customers search for services related to your business in their area, your ad can appear at the top of the search results, increasing the visibility of your business to local customers.
- Google Badge: One notable feature of Local Service Ads is the Google badge that accompanies your ad. This badge serves as a trust signal to potential customers, indicating that your business has been vetted and verified by Google. This can help build confidence and credibility with users who are considering your services.
- Pay for Leads, Not Clicks: Unlike traditional pay-per-click (PPC) advertising models where you pay for each click on your ad, with Local Service Ads, you only pay for actual leads generated by your ad. This means that you’re not charged for clicks or impressions; instead, you’re charged when a potential customer contacts you directly through the ad, such as by calling your business or sending a message.
- Verification Process: Before your Local Service Ad goes live, Google typically verifies your business and the services you offer to ensure that you meet their standards and requirements. This verification process helps maintain the quality and reliability of the businesses listed in Local Service Ads, contributing to a positive user experience for searchers.
- Control and Management: Google provides tools and features to help you manage your Local Service Ads effectively. This includes options to set your budget, customize your ad content, specify the services you offer, and manage your leads and interactions with customers.
Google Local Service Ads offer a targeted and cost-effective way for local service-based businesses to reach potential customers in their area, enhance their visibility in local search results, and build trust and confidence with users through the Google badge and verification process. By paying only for actual leads, businesses can maximize their advertising ROI and connect with customers who are actively seeking their services.