It’s easy to think that a Google Business Profile (GBP) is all Google needs to understand a business. For the agencies managing business listings, that’s only part of the story, as the same business details are also published across directories, mapping platforms, data aggregators and other local listings. Keeping those details consistent gives Google more information to compare when evaluating a GBP.
How to Build a Business Data Footprint With Citations
Listing distribution spreads the same business information across lots of places online. Instead of one platform holding all the information, it can be found everywhere from Yelp and Bing Places to Apple Maps, Foursquare and beyond. The challenge for agencies is to keep that information consistent as businesses update addresses, phone numbers and other details.
Every directory, map and local listing that carries the same business details adds to that public business data footprint. This means that Google has additional publicly available business information it can compare with the details listed in a Google Business Profile. Consistent citations can also contribute to stronger entity signals in local search.
New businesses, ones that have recently moved, and those with little online presence are most likely to be affected by a strong data footprint. For these businesses, creating an extensive and more consistent public record of business information can be particularly valuable.
Supporting the Google Business Profile Validation With the Data Footprint
When evaluating a Google Business Profile, Google compares publicly available information. Although businesses or their agency partners submit their own information when creating or updating a profile, Google may also look at the outside information alongside what is shown in the GBP itself.
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