At the end of 2024, I made the decision to disable and completely remove my agency’s Google Business Profile (GBP). This wasn’t the first time I’ve taken this step—I originally removed it back in 2019 for several reasons but later reinstated it. After careful consideration, I’ve once again removed it entirely. Here’s why.
The Core Issue: My Business Is Not Local
One of the primary reasons for removing my agency’s GBP is that it’s technically ineligible under Google’s guidelines. My business operates entirely online, with no in-person customer interactions at a physical address. Maintaining a GBP implies a local presence, which can misrepresent the nature of my business to Google and potential clients.
Moreover, Google’s algorithms tend to tie businesses with a GBP listing to a specific location. For a business like mine that serves clients nationally and internationally, this localization can limit visibility in search engine results pages (SERPs). By associating my agency with a single location, Google may prioritize showing my website only to users near that area, potentially reducing traffic from other regions.
The Risk of “Local Bias” in Search
Google’s search algorithms incorporate a local bias, especially for industries where location matters. For example, if you’re a realtor, Google’s SERPs will often show results like “[City Name] realtors” or simply prioritize businesses nearby. While this works well for location-based services, it’s counterproductive for businesses like mine that have no regional ties.
By removing my GBP, I’ve seen evidence of reduced local bias and improved rankings for non-location-specific keywords. This allows my website to compete on a broader scale for organic traffic, rather than being limited by geographic parameters.
Lessons from 2019: What Happened Then
When I removed my GBP in 2019, it led to several positive outcomes:
- Improved Traffic: My site saw a noticeable lift in organic traffic and better rankings for generic, non-location-specific keywords.
- Better Client Alignment: My business’s unique nature—serving clients across the U.S. and internationally—became clearer to search engines and potential clients alike.
- Avoiding Misdirected Queries: With the GBP active, the majority of keyword insights from Google’s dashboard were irrelevant, often relating to professions like lawyers or therapists. These mismatches highlighted the disconnect between local search intent and my actual services.
Why I Removed It Again in 2024
Despite briefly reinstating the GBP, I realized the challenges I faced in 2019 were still present:
- No Local Clients: My clientele remains entirely non-local, with no business originating from my area.
- Irrelevant Associations: The GBP algorithm often associated my agency with unrelated local businesses and keywords.
- Traffic Risks: The potential for traffic loss due to localized SERP customization outweighed any perceived benefits of maintaining a GBP.
Here’s confirmation (via email) that the listing is removed:
Should You Remove Your GBP?
The decision to maintain or remove a Google Business Profile depends largely on your business model:
- Local Businesses: If you rely on local clients or have a physical storefront, a GBP is essential for visibility and credibility.
- National/Online Businesses: If your clients are geographically dispersed and you conduct business online, a GBP may limit your reach and potentially harm organic rankings.
Removing my agency’s GBP wasn’t a decision I took lightly, but it aligns with my business’s goals and operational model. For businesses that operate nationally or globally, avoiding unnecessary localization can improve visibility and ensure you’re reaching the right audience.
If your business doesn’t fit the local mold, it might be time to reconsider the role of a GBP in your strategy. In my experience, removing it has proven to be a step forward—both in 2019 and now at the close of 2024.
Stay tuned, as I am documenting, again, the analytics data, ranking data, and overall data of what happens, as well as how long it takes, to see results.
