If your business qualifies for a Google Business Profile, we recommend claiming it as soon as you can. Doing so is one of the simplest yet most potent ways to help your business climb the Google Search rankings. And of course, once your Google Business Profile has been claimed, you’ll want to keep it up-to-date with any information about your hours of operation, new products or services, and so on.

One thing to be aware of is that, in some situations, Google may intervene, changing some of the information on your profile without you realizing it. And if you’re not vigilant, these changes could actually have an impact on your business.

Simply put, we recommend regularly checking your Google Business Profile, ensuring you know if Google ever makes any changes. This is an important way to make sure that your customers always get timely, accurate information from your Google Business Profile page.

In this post, we’ll highlight just a few of the common reasons why Google might make some of these surreptitious changes to your profile.

Reasons Why Google Might Change Your Business Profile

1) Suggestions from Search Engine Users

One of the most common reasons why Google modifies business information is because search engine users tell them to. For example, if search engine users believe that your profile includes inaccurate or misleading information, or that the profile should be taken down altogether, they can flag the account and request that Google review and potentially edit it.

You’ve probably noticed the “Suggest an Edit” option in Google Search. It’s also available on Google Maps or in the Google Maps app.

In theory, this feature can be really helpful for your business. For example, you may change your hours of operation but forget to update your Google Business Profile. If a user flags this change and Google makes the necessary revision, they’ve really done you a favor. Of course, it’s not impossible for one of your competitors to suggest edits, too… whether because you’ve violated Google’s terms of service, or they simply want to sabotage you.

Google is generally pretty good about making updates with correct information, but even so, you’ll want to monitor things, and to push back if Google’s edits are not accurate.

2) Google Located Other Sources of Information

Another reason why Google might change your listing: They discover that your Business Profile doesn’t line up with other sources of online information.

Here’s a basic example. Let’s say you own a restaurant that serves really great guacamole. You even mention guacamole in your directory listings. And, it comes up in all of your customer reviews. Yet for some reason, guacamole isn’t mentioned anywhere in your Business Profile listing. In this situation, Google’s algorithms may detect the absence, and add “guacamole” somewhere to your profile.

Again, this is ostensibly to help you out, and in many instances the change may be welcome. But of course, if you’ve discontinued your guacamole, then Google’s change can cause you some headaches.

3) Third-party Tools Linked to Your Profile

Still another factor to consider is the presence of some kind of app or software that’s connected to your Google Business Profile… possibly without you even knowing it.

For example, if you’re using any kind of optimization tool, it may sneakily link itself to your Google Business Profile. And, upon doing so, it may contribute to unauthorized changes to your profile data.

You’ll always want to be careful about linking any third-party tools to your Google Business Profile. And if you do, be extra vigilant about any unwanted or unasked-for changes.

4) AI

One final reason why you may experience unauthorized changes to your profile: Google deploys AI to update profile information. Indeed, Google has just started this practice, and while we’re not yet sure exactly how widespread it will become, it’s certainly something to keep tabs on.

Note that Google’s AI may draw on data from Google Maps or even photos of your storefront signage to tweak your listing.

Make the Most of Your Google Business Profile

For years, we have been telling our clients that setting up a Google Business Profile is a no-brainer. It’s an easy way to provide your customers with key information, and potentially to boost your standing in the search results.

Of course, if you create a profile, you’ll also want to make sure the information remains accurate and relevant. And that means being aware of unauthorized changes.

Do you have any additional questions about setting up a profile, monitoring it, or using it as part of your digital marketing strategy? We’d love to chat with you further about the place of Google Business Profiles in your broader marketing approach. Reach out to our team whenever you’d like to talk.