How To Avoid Google Business Profile Suspensions: Ben Fisher

From Computer Repair to Local SEO Pioneer

Ben’s journey into SEO started way back in the mid-1990s—when search engines like Ask Jeeves, WebCrawler, and AltaVista roamed the Earth. He was initially involved in computer repair and networking, which led him to build early online solutions—like secure bulletin board systems (BBS) and websites—so his clients could process sensitive data. Soon enough, word spread about Ben’s knack for building “internet things,” and before he knew it, he was creating websites for businesses, newspapers, radio stations, and even government entities.

Back then, convincing a small business to put a website URL on a business card was revolutionary. Fast forward to today, and it’s almost unthinkable not to have a strong online presence. Ben credits these early years for his philosophy: Focus on the user, not the algorithm.

Why “User-First” Still Wins the Local SEO Game

A central theme in Ben’s approach to SEO is this: “Always do it for the customer, not just for Google.” Sure, there are guidelines and best practices—especially with Google Business Profile—but the minute you start gaming the system just for rankings, Google catches on. They’re always updating their algorithms to weed out spam or manipulation.

So if you’re going to invest in content, links, or anything else, ask yourself: “How does this serve my potential clients?” Whether you’re writing blog posts, responding to reviews, or selecting service categories, keep the customer front and center.

GBP Ranking Factors That Actually Matter

When it comes to Google Business Profile, there’s a lot of misinformation out there. People often obsess over details that just don’t move the needle. Fortunately, Ben has handled thousands of GBP audits and reinstatements, so he’s seen exactly what helps—and what doesn’t.

Here are the real core ranking factors to focus on:

1. Address

   • Even if you’re a service-based business (and you hide your address on your profile), Google still knows your zip code and exact location. That generally anchors your ranking radius.

   • A storefront might expand your reach to around 5–10 miles, whereas service-area businesses tend to rank in a tighter radius (often 2–5 miles).

2. Business Name

   • Having “Pest Control” (or relevant keywords) in your legal business name can offer a ranking advantage.

   • But beware: if you just stuff your name with keywords that don’t match your legal documentation, you’re setting yourself up for a possible suspension.

3. Primary & Secondary Categories

   • Your primary category is crucial. Choose the one that most accurately represents who you are, not every little thing you do.

   • Subcategories help refine your niche, but only if they truly apply. Avoid category overload: be realistic about your services.

4. Website Link

   • Typically, linking to a page that already ranks well in organic search for your main keyword is optimal. Often, that’s your homepage unless you have multiple locations (in which case you might link to a local landing page).

5. Reviews

   • You get a slight ranking bump at around 10 reviews, and another around 100 reviews. Beyond that, you won’t see much direct ranking benefit.

   • Star rating and sentiment still matter immensely to customers. A 4.9 star rating builds instant trust in a way that a 3.5 can’t.

6. Services Section

   • Adding services (especially custom ones) can directly help with keyword visibility. Just be sure they describe actual services you offer, so you don’t mislead prospects or hamper conversions.

7. Attributes

   • Attributes like veteran-owned or wheelchair-accessible can help you appear for specific user searches (if they’re relevant).

Everything else—like dropping keywords in your description, stuffing your review responses, or adding hashtags in posts—won’t magically boost your ranking. Focus on the big stuff above first.

The Right Way to Handle Reviews (Hint: It’s For Your Customers)

Ben (and I) can’t emphasize this enough: respond to every review—good, bad, or ugly. And do it naturally. You’re not inserting keywords for Google’s sake. You’re demonstrating to future customers that you:

1. Care about their feedback.

2. Resolve issues respectfully and quickly.

3. Appreciate the praise when things go right.

Bad reviews can be blessings in disguise if you handle them correctly. People expect a real business to occasionally have off days. Show that you take responsibility, and you’ll maintain that high-trust factor that drives conversions.

Suspensions: The Silent Business Killer

Nothing struck me more than Ben’s explanation of suspensions. Imagine waking up tomorrow and discovering your Google Business Profile is gone—no phone calls, no leads, no new customers. Scary, right?

Common Suspension Triggers

• Using a Home Address or Virtual Office

  • If you operate out of your home but display a pin on the map, that’s a big no-no under Google’s guidelines.

  • Virtual offices and UPS mailboxes? Also risky territory.

• Keyword-Stuffed Business Name

  • If your business name doesn’t match legal documents, utility bills, or licenses, you’re vulnerable.

• Too Many Rapid-Fire Edits

  • Editing your address, hours, phone number, and description all in one go can raise red flags.

• Hiring Unvetted “Managers”

  • Agencies or freelancers using sketchy techniques can get your entire account nuked—along with other locations if you have multiple branches.

The One-Shot Problem

When you’re suspended, you typically get one real shot at a successful reinstatement. If you’re not prepared with proper documentation—like matching utility bills, valid business licenses, and correct Secretary of State entries—you may lose your GBP indefinitely. That means losing all your reviews, too.

If 46% of service-based businesses get suspended once a year, it’s not a matter of if but when. That’s why Ben created a service called My Business Assurance, which helps businesses stay compliant and ready to file a rock-solid reinstatement appeal if the worst happens. For a small monthly fee, it sure beats losing thousands in missed leads and needing to rebuild from scratch.

Becoming a Google Business Profile Diamond Expert

Ben’s “Diamond Expert” title isn’t a certificate you get for spending a bunch on ads. It’s an invite-only program where individuals volunteer time in the Google Business Profile Community, helping other business owners solve complex issues. Ben’s been at it for years, racking up thousands of solved cases. Eventually, Google recognized his expertise and community leadership, inviting him to the highest tier.

In that capacity, he regularly consults on new GBP features and escalates critical bugs to Google—like massive suspension waves or verification glitches. If you’ve ever wondered whether Google truly listens, well, folks like Ben are making sure they do.

Final Thoughts

I hope this deep dive helped clarify how to best optimize your Google Business Profile, handle reviews, and—most importantly—protect yourself from suspensions. It’s easy to neglect compliance when all you want is more leads, but ignoring the guidelines can take you offline in an instant.

Key Takeaways:

• Focus on user experience at every turn.

• Don’t overstuff your GBP or your business name with keywords.

• Make sure your address and categories accurately reflect who you really are.

• Have documentation ready for the day Google asks for it—because chances are, that day will come.

• Respond to every review like your next customer is reading it (because they are!).

If you have any questions or want professional help, be sure to check out Ben’s company, Steady Demand and their My Business Assurance service. And, of course, if you’re in pest control and need some next-level SEO, you know where to find me.

Until next time—stay visible, stay compliant, and keep dominating those local searches.

P.S. Check out the full episode here: