Episode 23: Managing Local Listings, AI Accuracy, and Evolving SEO Metrics

This week covers crucial updates for local businesses, including new controls for managing third-party ordering services on Google Business Profiles, strategies for combating unauthorized GBP information changes, and the growing legal implications of AI-generated misinformation. We also discuss how to shift SEO measurement beyond traditional traffic metrics in an AI-driven world, and an essential guide to fighting Google Maps spam.

This Week’s Top Stories:

1. Google Business Profiles Finally Adds Third-Party Ordering Controls: Local restaurants now have direct control within their GBP to manage or opt out of specific third-party ordering services like DoorDash or Uber Eats, empowering them to maintain accurate listings and reduce operational overhead. Source
2. Who Updates Google Information? Why Google Keeps Changing Your Business Hours or Name and How To Fix It: This article explains that GBP information changes can originate from public sources or third parties, offering strategies to proactively monitor and protect business profile accuracy against unauthorized edits. Source
3. Accurate Facts Can Still Produce A False AI Answer, And Courts Are Starting To Hold The Platform Responsible: AI search engines can conflate businesses or produce misleading information even from accurate data, with courts now holding platforms liable, emphasizing the need for robust entity optimization and clear brand differentiation for local businesses. Source
4. HubSpot Lost 80% Of Its Traffic – CMO Kipp Bodnar Explains Why Revenue Kept Growing: A case study revealing HubSpot’s significant organic traffic drop without revenue decline highlights the evolving landscape of SEO measurement, advocating for a focus on tangible business outcomes like conversions and diversified audience engagement over traditional traffic metrics. Source
5. Google Maps Spam Is Out of Control: Here’s How to Fight Back: An essential guide provides actionable strategies for identifying and reporting spam listings on Google Maps, crucial for local businesses to protect their visibility, rankings, and reputation from unfair competition. Source