Local SEO: Why Your Google Business Profile Must Be Yours
In today’s digital environment, Local SEO is one of the most effective ways to boost your business visibility on Google Search and Maps. But here's the catch: some marketers manage Google Business Profiles (GBPs) under their own accounts instead of the client’s. While it may sound harmless at first, this practice can severely harm your business in the long run.
🚫 The Risks of Letting a Marketer Control Their GBP for Your Business
You Don’t Own Your Listing
If your listing is created and managed under the marketer’s profile or Google account, you don’t own it — they do. If the relationship ends, they walk away with your reviews, your insights, and your listing — leaving you to start from scratch.
Your SEO is Building Their Brand, Not Yours
When a marketer adds your business to their GBP, they’re essentially using your details to boost their online presence. Your visibility might grow slightly, but in truth, your business is helping them rank higher — not the other way around. Google’s own Business Profile guidelines state that each business should manage and own its own profile.
No Access to Insights or Direct Management
Without direct ownership, you can’t see how many people are viewing your listing, what keywords bring them there, or which actions they’re taking. This limits your ability to grow your business with data-backed strategies.
You Risk Unethical or Controlling Behaviour
Some marketers may use this control to redirect traffic to other clients, respond to reviews without your input, or make changes to your listing that don’t align with your brand. The lack of transparency can lead to reputational damage and lost trust from your clients.
✅ Best Practice: Local SEO Must Be Done on Your Profile
Here’s how you keep control where it belongs — with you:
Own Your Google Business Profile
Claim it, verify it, and manage it under your own email address. Even if you hire a professional to help, they should only request manager access — never ownership.
Keep Your Info Updated
Ensure that trading hours, contact details, and services are always current so clients get accurate info when they find you on Google.
Use Your Own Branding
Your business deserves a profile that reflects your logo, banner, and messaging — not that of the marketer or their agency.
Request Transparent Reporting
If you’re paying someone to assist with Local SEO, request monthly insights or access to view performance metrics directly.
🛡️ Don’t Let Marketers Hijack Your Hard Work
If a marketer is running your Local SEO under their business profile, your marketing budget is going toward building their SEO ranking, not yours. Don’t be misled. Always ensure Local SEO is set up properly — under your accounts and ownership.
References:
🔹 Thrive Agency: Google Business Profile: A Local SEO Essential
🔹 Mobal: Consequences of Neglecting Your Google Business Profile
🔹 Google Support: Ownership & Access to Google Business Profiles
Local SEO is one of the strongest ways for any South African business to increase visibility on Google Search and Maps. But many companies still let marketers create and manage their Google Business Profiles under the marketer’s own Google account. It sounds convenient, but it puts your long-term SEO, your reviews, and your reputation at risk.
According to Google’s own guidelines for Business Profile ownership, every business should manage its own listing, including verification, updates, and access control. Allowing a marketer to own the listing breaks this rule and creates serious long-term problems.
1. You Don’t Own Your Listing
If the listing was created under your marketer’s email, they own it. They control your reviews, your insights, your photos, and every ranking advantage you’ve built. If the relationship ends, they keep the listing and you start from zero.
This directly contradicts Google’s recommended ownership policy, which states that each business should have full ownership of its own Google Business Profile.
2. Your SEO Is Boosting Their Profile, Not Yours
Some agencies quietly add your business under their own GBP account to build up their SEO footprint. In reality, your information is helping them look more reputable online, while your own business receives minimal long-term benefit.
Thrive Agency confirms in their Local SEO insights that visibility must be tied to the business owner’s profile and not a third-party account. When your listing is under someone else's ownership, the ranking power is attached to them.
3. You Lose Access to Insights and Control
Without ownership, you can’t access real-time analytics such as:
• how many people viewed your listing
• which keywords drove traffic
• what actions customers took
• where your calls or directions came from
Mobal’s research shows that businesses who cannot access their GBP insights lose data that directly affects their visibility, conversions, and competitive advantage.
4. You Risk Brand Damage and Mismanagement
If someone else controls your profile, they can update your information, change your opening hours, upload their own branding, or reply to reviews without your approval. This can result in misinformation, frustrated clients, and a damaged online reputation.
Google’s support documentation clearly states that owners should maintain full control over profile edits to protect accuracy and brand integrity.
5. Best Practice: Local SEO Must Be Done on Your Profile Only
Here is the correct way to manage Local SEO:
• Claim and verify your own Google Business Profile under your email.
• Give agencies Manager Access only.
• Keep your branding, details, and photos up to date.
• Request transparent reporting.
• Review insights regularly to improve your visibility.
This protects your ranking power, your reviews, and your long-term digital footprint.
Final Note
If a marketer is running your listing under their own account, your marketing budget is building their SEO—not yours. Keep ownership, keep control, and keep your Local SEO working for your business.
References
Thrive Agency: Google Business Profile & Local SEO
https://thriveagency.com/news/google-business-profile-local-seo-essential/
Correl8: Importance of Maintaining Your Google Business Profile
https://www.mobalsolutions.com/blog/neglecting-google-business-profile/
Google Support: Ownership and Access Management
https://support.google.com/business/answer/3415281
