Introduction
Google has announced plans to discontinue websites created through Business Profiles, with the transition set to commence in March. This decision will impact businesses relying solely on a single online platform for their presence. Google has provided a step-by-step guide for the transition, to aid businesses in smoothly migrating their content and re-establishing their web presence. This article discusses the implications of this announcement and offers guidance on how businesses can effectively manage the transition.
Impact on web visitors
Visitors to these websites will be rerouted automatically to the company’s Google Business Profile until June 10. After this deadline, those attempting to visit the site will encounter a “page not found” error. This transition aims to encourage businesses to maintain their online presence primarily through their Google Business Profile, which offers more comprehensive features and wider visibility. Businesses are urged to update and optimize their Google Business Profile promptly to ensure a smooth shift and continued online visibility for potential customers.
Options for new websites
Companies should establish new websites on alternative platforms like Squarespace or Google Sites, and modify their Business Profiles with the updated site URLs to guarantee a smooth transition. In doing so, businesses can maintain a strong online presence and ensure that customers can access their websites without any issues during the transition period. Furthermore, utilizing alternative platforms like Squarespace or Google Sites offers additional features and flexibility, ultimately enhancing the user experience for both the customers and the company.
Advertising implications
Companies that have connected their Ads campaigns to a website hosted on Google Business Profile need to update the link by March 1 to keep their advertisements active. Alternatively, they can choose to pause their campaigns. To update the link, businesses can follow the step-by-step instructions provided in Google Help Center, ensuring a smooth transition to the new setup. It is essential for companies to make these changes promptly, as failure to do so may result in loss of ad performance and potential customers.
Redirecting custom domains
Regarding businesses that have established custom domains redirecting to their Google Business Profile sites, they should access their domain hosting accounts and choose the “Redirect” feature or a similar option to point their third-party domains to another site by June 10. It is crucial for businesses to make this change before the deadline to ensure a seamless transition and maintain the integrity of their online presence. By redirecting the domain to a new site in a timely manner, businesses can continue fostering trust with their clientele and avoid potential confusion.
Recommendations from Google
A Google spokesperson stated, “Domains ending in business.site and negocio.site will be eliminated from the website field on your Business Profile in March. This change is being implemented to streamline the website options available to business owners and provide a more cohesive platform for users to access information about businesses. It is important for businesses to update their website URLs before the deadline to ensure their online presence remains uninterrupted and customers can easily find them.
We recommend updating your Google Business Profile to direct to a new website.” By following this advice, businesses can ensure that potential customers get access to the most recent and relevant information about the company, ultimately improving online presence and visibility.
Adjusting digital strategy
This change highlights the urgency for companies to swiftly adjust their online presence to preserve their web visibility. As search engine algorithms constantly evolve, businesses must proactively adapt their digital strategies to maintain a competitive edge. Failure to do so could result in substantial losses in web traffic, ultimately affecting overall brand recognition and performance.
Conclusion
In summary, Google will discontinue Business Profile websites in March, with automatic rerouting available until June 10. Business owners are advised to plan ahead and make any necessary adjustments to their online assets, ensuring a smooth transition during this phase-out period.
To ensure a seamless transition, businesses should create new websites on alternative platforms and update their profiles, Ads campaigns, and custom domain redirects accordingly. This process will allow companies to maintain their online presence while adapting to the changes in policies and regulations. Additionally, keeping customers informed about the migration and any potential updates will help build trust and result in minimal disruption to the overall user experience.
First Reported on: searchengineland.com
Frequently Asked Questions
What is happening to Business Profile websites?
Google is discontinuing websites created through Business Profiles, starting in March. This decision impacts businesses who rely solely on this platform for their online presence. Automatic rerouting to Google Business Profile will be available until June 10. After that, visitors will encounter a “page not found” error.
What should businesses do to maintain their online presence?
Businesses should establish new websites on alternative platforms such as Squarespace or Google Sites and update their Google Business Profile with the updated site URLs. This will ensure a smooth transition and allow customers to continue accessing the websites during the transition period.
How should businesses handle advertising during the transition?
Companies with Ads campaigns connected to their Google Business Profile websites need to update the link by March 1 to keep their advertisements active. They can also choose to pause their campaigns. Updating the link can be done through the Google Help Center’s step-by-step instructions.
What should businesses with custom domains do?
Businesses with custom domains redirecting to their Google Business Profile sites should access their domain hosting accounts and use the “Redirect” feature or a similar option to point their third-party domains to another site by June 10. This ensures a seamless transition and maintains their online presence’s integrity.
What are Google’s recommendations for the transition?
Google advises updating the website URLs on Google Business Profiles before the deadline to maintain an uninterrupted online presence and make it easier for customers to find businesses. Updating the profile with a new website ensures potential customers have access to the most recent and relevant company information.
How should businesses adapt their digital strategies in response to this change?
Businesses need to swiftly adjust their online presence and proactively adapt their digital strategies to maintain a competitive edge. This involves creating new websites on alternative platforms and updating their profiles, Ads campaigns, and custom domain redirects accordingly. Keeping customers informed about the migration and updates ensures minimal disruption to the overall user experience.
