In a recent announcement about combating scammers and robocalls, Google included significant news for SEOs managing Google My Business (GMB) listings. Google plans to launch a directory of authorized third parties that manage GMB listings and has also introduced a complaint form for users.
Google Trusted Partners Directory
Google’s new directory is part of the "Google My Business Partners program."
The announcement highlighted that this directory will be promoted to businesses enrolled in the GMB program. According to the statement:
"We’re launching the Google My Business Partners program. The program will give business owners a directory of trusted partners to choose from when they need help managing their listings."
While non-approved third parties will still be able to manage GMB listings, they won’t be on the list of approved parties that Google promotes to small businesses.
How to Become Listed in Google’s Directory?
The announcement didn’t specify how to join the approved SEO whitelist. However, a related announcement on May 1, 2018, titled "Making Google My Business Work for Agency and Platform Partners," provided some insights. This article discussed an improved API and mentioned the Google My Business Partners program:
"And for the first time, agencies will be able to sign up and register for a Google My Business account. Registered agencies will get access to a brand new agency dashboard designed with our partners’ needs in mind."
"…this month we’re launching the Google My Business Partners program. Trusted partners will be eligible for early access to new Google My Business features, a partner manager, and the potential to be featured on the Google My Business website."
Agencies can sign up to receive updates about these new solutions.
Google My Business Complaint Form
As part of its anti-scam initiative, Google has introduced a new complaint form. GMB participants can report violations via this tool.
Features of the Complaint Form Tool:
"Use this form to report a third party you believe is violating Google My Business third-party policies.
A ‘Third party (3P)’ is an agency that manages business information on Google My Business for a business they don’t own. The Google third party policy applies to any third party (person or organization) that manages a GMB location on behalf of their customers. If you have an issue with a Google My Business third party, try to resolve it with them directly before contacting Google.
…Our team can investigate violation reports and address areas of improvement with the third party directly, if necessary. We do not share the outcome of any investigation into third party violations."
Reportable Violations:
Google’s complaint tool allows business owners to report eight specific violations, plus an "other" category for additional issues:
- Repeated calls or robocalls by a third party.
- Claiming your GMB listing without your consent or by coercion.
- Misrepresenting their relationship with Google.
- Guaranteeing top placement in Google Search or Maps.
- Demanding money for listing or staying listed on Google (except for maintenance services).
- Engaging in deceptive or harassing marketing and sales practices.
- Lack of transparency with clients regarding fees and Google My Business performance data.
- Misrepresenting your business information on Google Maps.
Business owners must identify themselves with their name, address, email, phone number, and a link to their business on Google Maps to file a complaint, minimizing the risk of tool abuse.
Google’s GMB Partner Policies
Google has published policies for third parties managing GMB listings. These cover transparency about management fees, ease of ending management services, and other disclosures.
Key Policies:
"End customers have the right to expect third parties to act in a fair, honest, and transparent manner in accordance with Google My Business policies. To this end, you must adhere to the following policies. Failure to adhere to these policies may result in a suspension for the listing and/or account."
- Ensure that the end customer understands what GMB is and where GMB data is used.
- Inform the end customer about how you will manage the GMB listing.
- Comply with Google My Business policies.
- Transfer ownership of the listings to your client once the account is set up.
Google Cleans Up the GMB Ecosystem
This initiative is likely to benefit the SEO industry by reducing the prevalence of scammers who tarnish its reputation. If you manage GMB listings for customers, staying updated on Google’s new directory is advisable.
Read the official announcement titled "Taking Action Against Scammers" for more details.
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