Can Third-Party Booking Links Hijack Your Google Business Profile?

Is Your GBP Handing Customers To Competitors?

Hijacking booking links is not a new problem for service providers, but we have recently seen it happen to some clients.

The best way to describe the problem hijacking presents would be to picture walking into a shop looking for a sandwich. Instead of the shop just selling you the sandwich directly, they hand your request over to someone else who recommends a sandwich from a different store and takes a percentage of the sale for their trouble. This third party won’t even let you talk to the staff of the store you came into!

This frustrating experience is exactly what can happen when you allow third-party booking links—like Thumbtack or others—to take over your Google Business Profile.

Below, we’ll break down why people use these booking links, explain how they can hijack your customer relationships, and show you how to protect your business from losing both money and standing online.

What Are Third-Party Booking Links in Google Business Profiles?

Third-party booking links are tools that allow platforms like Thumbtack, Yelp, or other scheduling services to integrate directly into your Google Business Profile. When customers search for your business, they might see a “Book” button that takes them to these external platforms instead of your website or direct contact information.

While this might seem like a convenient feature, it can have serious consequences for your business if you’re not careful.

If you’re a business owner, your Google Business Profile is one of your most valuable assets. It’s often the first place potential customers find you, and it’s where they decide whether to contact you or move on to a competitor. 

Allowing third-party booking links can impact your revenue, customer relationships, and online reputation. Here’s what you need to know.

What Are the Benefits of Allowing Third-Party Booking Links?

• Convenience for Customers. Third-party booking links make it easy for customers to schedule appointments or services directly from your Google Business Profile. This eliminates the need for them to visit your website or call you, which can improve the customer experience.
• Increased Visibility. Platforms like Thumbtack and Yelp have large user bases. By allowing their booking links, you can tap into their audience and potentially attract more customers.
• Streamlined Operations. These platforms often handle scheduling, payments, and reminders, which can save you time and reduce administrative work.
• Enhanced Credibility. Being associated with well-known platforms can make your business appear more trustworthy and professional to potential customers.
• Access to Analytics. Many third-party platforms provide insights into customer behavior, reviews, and booking trends, which can help you refine your marketing and services.

What Are the Risks of Allowing Third-Party Booking Links?

• Fees and Commissions. Most third-party platforms charge fees or take a commission for each booking. These costs can add up, especially for small businesses with tight profit margins.
• Loss of Customer Ownership. When customers book through a third-party platform, you may lose direct contact with them. This makes it harder to build relationships, upsell services, or encourage repeat business.
• Dependence on Third Parties. Relying on platforms like Thumbtack or Yelp means you’re subject to their rules, fees, and potential changes. If they increase their fees or alter their policies, it could negatively impact your business.
• Risk of Losing Customers to Competitors. Third-party platforms often show multiple service providers to customers. Even if a customer finds you through your Google Business Profile, they might end up booking with a competitor on the same platform.
• Brand Dilution. Using third-party booking links can make your business appear less independent and more generic. Customers might associate you more with the platform than with your own brand.

How Do Third-Party Booking Links Hijack Customer Relationships?

Google’s integration of third-party booking links can hijack your relationships in three ways.  

First of all, Google prioritizes third-party links. In some cases, Google may display third-party booking links more prominently than your own website or direct contact information. This can divert customers away from your preferred booking method like V8 scheduling.

You also lose control over the customer experience when customers book through a third party. This can lead to missed opportunities to showcase your brand, collect customer data, or provide personalized service.

Lastly, you increase the potential for negative reviews if customers have a bad experience with the third-party platform (e.g., confusing booking process or hidden fees.) They might blame your business, leading to negative reviews.

How Can I Protect My Business From Hijacked Booking Links?

1. Use Your Own Booking System
   Whenever possible, direct customers to your website or a booking system you control. This ensures you own the customer relationship and avoid third-party fees.
2. Optimize Your Google Business Profile
   Make sure your profile includes clear links to your website, phone number, and email. This can help steer customers toward your preferred booking method.
3. Monitor Third-Party Platforms
   If you do use third-party booking links, regularly review their performance, fees, and customer feedback. Be prepared to adjust your strategy if necessary.
4. Educate Your Customers
   Let customers know the benefits of booking directly with you (e.g., discounts, personalized service). Include this messaging on your website, social media, and Google Business Profile.
5. Leverage Google’s Native Booking Features
   Google offers its own booking tools (e.g., Google Booking Button) that integrate directly with your profile. These tools can provide a seamless experience without diverting customers to third-party platforms.

It’s also important to select a “Preferred Link” inside your Google Business Profile. This choice can be found within the preferences in your GBP.

Should You Allow Third-Party Booking Links on Your Google Business Profile?

The answer depends on your business goals and resources. 

If you’re looking for convenience and increased visibility, third-party booking links might be worth considering. However, if you want to maintain control over your customer relationships and avoid unnecessary fees, it’s better to focus on direct bookings and your own booking system.

 

Why Should I Care About Third-Party Booking Links?

Third-party booking links are a double-edged sword. 

While they offer convenience and visibility, they also come with risks like fees, loss of customer control, and potential brand dilution. By understanding these pros and cons and taking proactive steps to protect your business, you can ensure a better experience for your customers and a healthier bottom line for your business.

If you’re feeling overwhelmed by the complexities of Google Business Profiles and third-party booking links, you’re not alone. We specialize in helping service area businesses optimize their online presence, attract more customers, and protect their revenue. 

Call 919-758-8420 or contact us online today to learn how we can help you take control of your Google Business Profile and grow your business!

 

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