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Google Business FAQs
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The Reasons Why Locksmiths Aren’t Trusted on Google Business Profile
Can Locksmiths Actually Advertise On Google?
How To Verify Your Google Business Profile Successfully as a Locksmith?
Alternatives to Google Business Profile for Locksmiths
Get More Clients as a Locksmith
Lea Höller
2025-02-03
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Locksmiths seem to be under attack by Google. They regularly face issues when trying to create a Google Business Profile. From verification problems with the GBP to restricted Google ads, locksmiths aren’t trusted in the Google Business environment. Let’s explore the reasons behind the struggles of this industry and, more importantly, look at possible solutions.
Locksmiths have a long history of being flagged as untrustworthy on Google Business Profile (GBP) due to widespread scams, fake listings, and aggressive lead generation tactics. Here are the most common reasons why locksmiths have it more difficult than other industries to get a GBP up and running:
Some companies flood GBP with fake locksmith businesses to dominate search results. These listings often route calls to a central call center that overcharges customers and sends unqualified technicians.
Many shady locksmiths advertise extremely low prices (e.g., "$19 service call"), but once they arrive, they claim the job is more complex and charge hundreds of dollars more. Especially if you are calling them on the weekend, prices suddenly seem to explode.
Due to past abuse, Google has strict verification rules for locksmiths. Many legitimate businesses get caught in the crackdown, facing suspensions, missing reviews, or difficulty verifying their business. Basically a whole industry has been flagged due to the scam behaviour of a huge number of businesses.
Customers frequently report locksmith scams, from damaged locks to price gouging, leading to low ratings, negative reviews, and distrust in the entire industry. It is no secret that locksmiths in general are not the most trusted industry and many people are scared to call one, especially on weekends or late at night due to unethical costs.
Many locksmiths tried to improve their GBP rankings by stuffing keywords into their business name (e.g., "Best Cheap 24/7 Locksmith New York"), which violates Google's guidelines and leads to penalties.
Legit locksmiths often struggle with verification because they work from mobile vans, home offices, or don't have storefronts - making it harder to prove their legitimacy to Google. Physical storefronts have it easier because they can record their location or do the postcard verification.
The combination of things has led to a general distrust of the locksmith industry, making it very difficult for honest and legitimate locksmiths to get a verified GBP.
In many countries, including the United States, Canada, the Netherlands, Spain, Germany, Switzerland, and Belgium, ads are restricted for locksmiths. To run ads, you need to apply for advanced verification. So, not only is the Google Business Profile already an issue, but ads are also restricted in many countries. Locksmiths definitely face challenges when it comes to online advertising. Let’s explore some tips that can help you successfully create a Google Business Profile, the first step in a successful local SEO strategy that will help your business be independent from online ads anyways!
While it can be difficult to get your GBP verified as a locksmith we have some tips for you that can help you get through the verification process.
Service area businesses tend to struggle more with verification than physical storefronts, especially those that are part of larger, already-established chains. Physical locations can also complete verification methods, such as postcard verification, more easily. If you are a mobile locksmith facing verification challenges, it might be worth considering obtaining an officially registered business address. Official documentation can serve as proof during your verification process.
Having a professional website with good domain authority boosts your credibility during Google Business Profile (GBP) verification. A matching email address (e.g., info@yourlocksmithbusiness.com) rather than a generic one like Gmail helps prove legitimacy. Google favors businesses with a consistent online presence, so make sure your website includes your business name, address, and phone number (NAP) matching exactly what’s on your GBP.
This verification method might be your best bet! During a video verification, a Google representative will evaluate your submission, allowing you to prove that your business is legitimate.
Consider the following tips for a successful video verification:
If you are having trouble with the verification process or if your GBP got suspended, you need to reach out to Google Support or appeal the decision. Learn more about how to lift a suspended GBP or how to get in contact with Google Support.
When nothing seems to help, posting in the Google Business Profile Help Community can attract attention from Google Product Experts and other business owners who’ve faced similar issues. They often provide insights or escalate your case if you're hitting dead ends with regular support. Be detailed about your problem and include any steps you’ve already taken to resolve it.
Discover all Google Business Profile verification methods and how to complete each one of them.
What should you do if nothing seems to work and you can’t get your locksmith business on Google Business? We have some alternatives that, while less effective than a GBP, will still help your business. These steps will not only give you direct visibility but also help your business appear more trustworthy. This can ultimately increase your chances of verifying your GBP in the future!
Get your locksmith business listed on renowned business directories. Examples are Yelp and also Facebook! Take a look at more options in the list below.
Business directory listings are not only useful for local SEO but also demonstrate to search engines like Google that your business is active and legitimate. Therefore, it can be worth considering that before creating a Google Business Profile, you ensure that your online presence is already well-established. This can increase your chances of successful verification if you can already provide evidence that your business is legitimate.
Similar to business directories, review platforms like Trustpilot play a crucial role in building your reputation as a locksmith. These sites allow customers to share their experiences, giving potential clients an inside look at the quality and reliability of your services. Collecting positive reviews on these platforms significantly increases your chances of being perceived as a trustworthy and legitimate locksmith.
Many people turn to review sites before making a decision, especially when it comes to services that require immediate assistance, like locksmithing. A high rating and detailed, authentic reviews can help you stand out from competitors, particularly in an industry where scams are unfortunately common.
To make the most of these review sites, always encourage satisfied customers to leave feedback. After completing a job, a simple request for a review - along with a direct link to your review page - can go a long way. Responding to both positive and negative reviews professionally also shows potential customers that you value their feedback and are committed to excellent service.
Interesting: On a locksmith's Google Business Profile, you can see how many years they've been in business. This is important because locksmiths with more experience are often seen as more trustworthy than brand-new ones. Having an established online presence and a proven track record not only builds credibility but also makes potential customers feel more confident in choosing your services.
After successfully verifying your GBP, the next step is to get your business to the top of local search results. Potential clients in need of a locksmith usually turn directly to Google, searching for terms like “locksmith near me” or “emergency locksmith in New York.” Make sure you rank #1 for these important keywords by leveraging local SEO. Since local SEO requires a high level of knowledge and constant monitoring, we recommend automating the entire process with Obenan’s local SEO solutions! Get more clients easily as a locksmith without spending much time learning about SEO or maintaining your online presence!
If you’re facing issues with your GBP, we’re here to help you through it!