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ScamWatch, where we expose the tricks and traps that shady marketers use to swindle small businesses.

ScamWatch: Don’t Fall For The Citation Scam

Last Updated: March 26, 2025

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If you’ve ever gotten a call out of the blue saying something like, “Your directory listings aren’t set up properly to be found by Google!” or “Your listings aren’t working for voice search!”…you’re familiar with this directory listing scam.

But it’s not just phone calls anymore. These days, slick-looking online tools promise to “scan the web” for your business listings. After a few seconds of dramatic loading… BAM! The results are always:

  • You’re not even in 75% of the directories you need
  • The ones you ARE in, are all wrong
  • You’ve failed at life and should rethink every decision you’ve ever made

Sounds urgent, right? Directory citations ARE important for ranking…so you’d better drop everything and sign up for their monthly plan immediately!

Hold up. Let’s talk.

What’s Actually Going On?

Most of these tools and callers are selling directory listing services. That’s not inherently shady, but using fear and misinformation to push their product? That’s where things get messy.

To show you just how bad the problem is, we’ll use a reputable company’s tool. Sorry Moz Local, you’re in the hot seat today.

Don’t get us wrong, Moz is a respected name in the SEO world. We’re not calling them scammers. But when even their citation checker tool is a prime example of why these tools can’t be trusted blindly, you know the rest are garbage too.

We ran Prospect Genius through their citation checker. The results?

Results of Moz Local's listing scan tool for Prospect Genius

  • Claimed we’re missing 89% of our listings. (Not true.)
  • Said 11% were incorrect. (Wrong again.)
  • Stated 0% were accurate. (Laughable.)
  • Claimed we don’t have a Google Business Profile. (We do.)
  • Said we’re missing from Hotfrog and Bing. (We’re on both.)
  • Reported that our Cylex listing was missing a phone number. (It’s not.)
  • Criticized us for not being listed on TomTom, Here, and Uber. (We’re not a physical storefront—so those would be completely irrelevant.)

Google Business Profile for Prospect Genius

Hotfrog Profile for Prospect Genius

Bing Local Profile for Prospect Genius

Cylex Profile for Prospect Genius

Basically, the tool gave us an F… for having everything in order.

So why would a reputable company offer a tool with such wildly inaccurate results?

There’s two reasons:

  1. You’re not likely to buy a directory listing package if your report says you’re already doing great.
  2. Making a tool that will actually go scrape all these different sites and accurately pull in the data, is very close to impossible, for a bunch of technical reasons.

How These Scams Work

There are two main flavors of this scheme:

1. The Phone Call Hustle

You get a call from someone claiming to be an “online directory specialist.” They say your listings are missing, broken, or outdated, and offer to “clean it up” for a fee.

2. The Scare Report Tool

You enter your business name into a website, and it “audits” your citations. Surprise! You’re in critical condition and urgently need their premium package to fix it.

In both cases, the goal is to make you feel like your business is losing out—unless you pay them to save the day.

Here’s the Truth:

You neither need, nor want, to be listed in every single directory. Being listed in the wrong places can actually hurt your SEO. For example, if you’re a local plumber, do you really need to be in a GPS mapping service meant for retail stores? Or on a directory for Canadian chiropractors? (That’s a hard no.) When your business is plastered across irrelevant or low-quality sites, Google will likely see it as spammy, and that’s not how you want them to see you.

What Does Matter?

We’re HUGE advocates for having consistent, accurate business info online. Your NAP (Name, Address, Phone) should match everywhere. It’s a foundational piece of local SEO. In fact, it’s the first part of our “Clean, Plan, Grow” mantra we preach every day.

That’s what makes this scam work is that there’s a grain of truth behind it. But that truth gets twisted into fear-mongering that’s designed to sell you something you probably don’t need.

What Should You Do?

Great question. Here’s how to cut through the noise:

  • Ask for specifics.
    • If someone says your listings are broken, ask: “Which directories do you believe I’m missing from?”
  • Do your own check.
    • Google your business name. Review the top results—do they match your business info? Are they accurate?
  • Use a trusted list.
  • Don’t panic over percentages.
    • If a tool says you’re missing 80% of listings, ask: Which ones? Then assess whether those directories are relevant to your business.
  • Trust your gut.
    • If it smells like a sales pitch… it is. If someone’s telling you your business will fail unless you sign up right now, they’re probably more interested in their profits than your success.

Final Word

Yes, online citations matter. Yes, having clean and consistent listings helps your local SEO. But no, it’s not rocket science, and it definitely shouldn’t come with a panic attack or a surprise invoice. Take a step back. Ask questions. Do a little research before you hand over your hard-earned money. Doing these quick searches to verify what you’re being told will literally take you seconds, but it can save you quite a lot of your hard-earned cash.

ScamWatch: AI-Powered Fake Leads: The Next Big Scam?

Last Updated: March 3, 2025

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We’ve all seen AI technology evolve at an insane pace, sometimes for the better, sometimes… not so much. AI customer service bots, Google’s AI making restaurant reservation calls, and even deepfakes, have become normal. But what’s the next scam we should be watching out for?

Here’s a prediction: AI-generated fake leads.

The Rise of Fake AI Leads

Right now, plenty of lead generation companies sell small businesses “qualified leads.” Some are legit, some… not so much. But what if scammers took this to the next level?

Imagine a HomeAdvisor- or Thumbtack-style business that promises to connect you with paying customers, but those “customers” don’t actually exist. Instead, AI-generated voices call you, ask the right questions, and sound just human enough to make you think it’s a real lead. You talk to the “lead” for a few minutes and it either fizzles out, you’re given a brush off like “I have to talk to my husband about it,” or even worse, you book a completely bogus appointment. You are then charged for this lead, regardless of the outcome.

And here’s the real kicker: Even legitimate lead-gen companies could be tempted to do this. If just 1 in 10 leads were AI-generated fakes, they increase revenue by 10% and it’s almost entirely profit! After all, they don’t get paid when you land a customer, they get paid when you buy a lead. See the problem?

At Prospect Genius, we’ve always avoided business models where our success isn’t directly tied to our clients’ success. We believe in (and harp on) aligned goals. And this is why it’s so important for small businesses to stay ahead of potential scams.

How to Protect Yourself

Since this isn’t a scam that’s happening yet (that we know of), the best thing you can do is prepare. Here’s some suggestions:

1. Track Everything

If you’re buying leads, you need to know which ones are actually turning into paying customers, not just which ones feel productive. A campaign might seem busy, but if it’s not bringing in real revenue, it’s not working.

Here’s how to track your leads effectively:

  • Use a metered phone number like our CallTrax to track and record inbound calls from each campaign.
  • Implement PhoneSwap to automatically swap phone numbers on your website, so you can segment data based on where leads are coming from.
  • Review your call recordings—if something seems off, you’ll have proof.

A major bonus of using CallTrax? Spaminator technology. It blocks known spam numbers, saving you time and keeping bogus calls from clogging up your pipeline.

Why Tracking Matters More Than Ever

Now is the time to establish your baseline numbers, before AI scams start creeping in. If you suddenly notice a 10–20% shift in your metrics, that’s a red flag. Being proactive now will make it easier to spot suspicious activity later.

For lead-gen campaigns, make sure you’re tracking:

  • Average leads received (per day, week, or month)
  • Close rate (percentage of leads that turn into paying jobs)
  • Average revenue per completed job
  • Overall cost per lead
  • Total cost per closed job (this one’s key!)

Most businesses focus too much on cost per lead, but what really matters is cost per completed job. It’s not just the price of the lead, it’s the total amount spent on all leads, plus the cost to fulfill the jobs you booked, divided by the number of closed jobs.

For example:
A $20 lead might actually cost $100 per completed job once you factor in the big picture. That changes the way you evaluate lead-gen campaigns, and it’s exactly why tracking every step of the process is so important.

2. Trust Your Gut

AI voices are getting better, but they’re still not perfect. If something feels “off” about a call—maybe they respond too quickly, avoid answering direct questions, or use strange phrasing, take a closer look.

If a company can’t provide real proof that their leads are legitimate, walk away.

The Bottom Line

AI is changing the game for businesses, but it’s also creating new ways for scammers to take advantage of hard-working people. Fake AI leads might not be everywhere yet, but it’s only a matter of time.

Stay smart, stay skeptical, and most importantly—stay in control of your marketing.

ScamWatch: Positive Reviews Used As An Offensive Weapon

Last Updated: February 24, 2025

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In the competitive world of local business, your online reputation is everything. A few great reviews can bring in a steady stream of new customers, while just a handful of negative ones can scare them away. Unfortunately, some people are exploiting this reality in the worst way possible—by weaponizing fake reviews ( both negative AND positive 😲 ) against their competitors.

That’s right. While you’re working hard to earn honest feedback, others are playing dirty, using fake reviews to damage competitors’ reputations or even get them penalized by platforms like Google. It’s a growing problem that you must monitor vigilantly or you risk the brutal result once the hammer drops.

The Two Types of Fake Review Attacks

There are two main tactics bad actors are using in these attacks and we’re primarily (so far) seeing this on Google.

1. Buying Fake Negative Reviews to Damage a Competitor’s Reputation
This is the most-common, least creative, and has been going on for the longest. In this scenario, someone hires a service or uses fake accounts to flood a competitor’s profile with 1-star reviews. These reviews are often vague, fabricated, and designed to scare off potential customers. For example, you might see reviews like, “Terrible service. Never using them again,” with no details or records of an actual transaction.

As you know, negative reviews directly hurt a business’s visibility on platforms like Google and reduce customer trust. Even a few fake negative reviews can impact your bottom line because a high star-rating can plummet quickly from just a few negative reviews.

2. Buying Fake Positive Reviews to Get a Competitor Penalized
This tactic is more underhanded, far more creative, less obvious, and MUCH harder to defend against. Instead of posting negative feedback, an attacker buys obviously fake positive reviews for their competitor. The attacker actually WANTS them to be obviously fake because the goal is to have Google detect and flag them as such.

Why would someone do this? If Google suspects you’re engaging in review fraud, they will very likely suspend your Google Business Profile (GBP). They may even take more drastic action on your account itself. The problem is that in this case, you’re the victim! So first you’re victimized by this bad-actor, and then you’re victimized again when Google punishes you for something you didn’t do. It’s a truly horrific type of sabotage that is hard to spot and even harder to get out from underneath.

How to Spot a Fake Review Attack

Whether the reviews are negative or suspiciously positive, there are some telltale signs to watch for:

  • A sudden spike in reviews, especially from accounts with little to no history.
  • Reviews with generic language like “Great service!” repeated multiple times without details.
  • Negative reviews that mention services you don’t offer or describe situations that never happened.
  • Multiple reviews coming from locations far outside your service area.
  • Positive reviews that seem over-the-top or too frequent to be genuine.

If something seems off, trust your gut. It’s better to investigate early before the damage piles up.

What to Do If You’re Being Targeted

If you believe you’re the victim of a fake review attack, you need to act quickly but calmly. Here’s some suggestions:

For Fake Negative Reviews

1. Flag the Reviews to Google:
Log into your Google Business Profile and report the suspicious reviews. Be thorough in your explanation, pointing out why you believe the reviews are fake.

2. Respond Professionally:
While you work on getting the reviews removed, post a calm and polite response. Something like:
“We take customer feedback seriously but have no record of this experience. If this was a genuine concern, please contact us directly so we can resolve it.”
This shows potential customers you’re paying attention and taking the issue seriously. Remember, as with all negative reviews, you’re not really writing a reply for the reviewer. That person is likely beyond saving so you need to salvage what you can, rather than try to argue with an obstinate opponent. Instead, you’re writing it for the prospect who reads the review. Keep that in mind and you’ll find it easier to craft an appropriate reply.

3. Document Everything:
Take screenshots, note dates, and track patterns. If this becomes a recurring issue, you’ll want a record of all suspicious activity.

4. Get Help if You Need It:
Dealing with review removals can be time-consuming. If you don’t have the bandwidth, our StarSaver service is designed to handle these situations so you can focus on running your business. You can even sign up online in just minutes.

For Fake Positive Reviews

If you notice a flood of overly positive, obviously fake reviews on your profile, it could be a competitor trying to get you penalized.

1. Flag the Reviews to Google:
Just like with the negative reviews, log into your Google Business Profile and report the suspicious reviews. Explain the situation you’re seeing as thoroughly as possible. Your story will be received as far more credible is you get out ahead of any action taken by Google, so don’t delay this step.

2. Increase Transparency:
Consider making a public statement on your website or social channels, acknowledging the suspicious activity and reaffirming your commitment to honest feedback.

3. Strengthen Your Real Reviews:
Yes, we sound like a broken record on this issue, but the best defense is preparing early. No one tries to build a fort only AFTER the attack has begun. Instead, the walls are built and reinforced in advance so that most attacks can be easily repelled. It’s the same here. If you have 10,000 positive reviews, even 100 negative ones will be a drop in the ocean. This takes time, but the best time to start is right now!

4. Keep Monitoring Your Profile:
Review attacks often come in waves. Stay vigilant and check your profiles regularly to catch any future attempts early.

Stay Proactive and Protect Your Reputation

The rise of fake review attacks is an unfortunate side effect of how important online reputations have become. While you can’t always prevent bad actors from trying, you can take steps to protect your business and respond quickly if you’re targeted.

Focus on building a strong foundation of genuine reviews from happy customers. Stay alert to any suspicious activity, and don’t hesitate to take action if something feels wrong. And remember, you’re not alone in this. If dealing with fake reviews feels overwhelming, reach out and we’ll be happy to help.

Your online reputation is too valuable to leave unprotected. Stay vigilant, stay professional, and don’t let scammers get the upper hand.

ScamWatch: Scammers Threatening to De-List GBP Unless They Get a Ransom

Last Updated: January 15, 2025

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Remember the old “I will sell you one of the top 3 positions in Google” con? It lingered, for years, in one form or another but now it’s evil cousin is back. The new version of this old scam is now about removal of your listing, rather than placing it at the top. What’s terrible about this is that it leverages the much more powerful fear-of-loss frame work rather than the weaker want-of-gain. And that’s why people are falling for it.

One of our clients, a tax resolution specialist, recently became the target of this scam. They were threatening him with removal of his Google Business Profile (GBP) from Google Maps unless he paid them.

How the Scam Works

Here’s how these scammers operate:

  1. They contact business owners, often through phone calls or emails, with urgent and threatening messages.
  2. They claim they have control over your Google Business Profile and that they’ll delete it or make it invisible unless you pay them a fee.
  3. Some even offer “services” to boost your GBP ranking for a price—an offer that sounds enticing, but is pure fiction.

The goal? To scare you into forking over your hard-earned cash.

Why This Has An Air Of Truth

Most people know that it’s Google who controls the presence (or lack thereof) of the GBPs in both Google Maps and their search results. Many people also realize that it’s possible to community-edit content on there. In fact, there’s still quite a bit of bad behavior related to this, especially between competitors. The ability to affect a change to someone else’s listing is exactly why this scam sounds like it could be believable.

How to Protect Yourself

Stay ahead of the scammers by following these tips:

  1. Verify Claims: If someone contacts you about your Google Business Profile, do not take their word for it. Log into your GBP account to check its status.
  2. Trust Only Known Companies: You should either reach out to Google directly, or to your trusted marketing partner (if you have one). Don’t even trust someone claiming to be Google if THEY initiated the call to you. That is another common scam tactic.
  3. Stay Calm: Scammers thrive on urgency. Take a breath and evaluate the situation before responding to any threats or demands.

The Bottom Line

Scammers are always finding new ways to exploit small business owners, but with a little knowledge and vigilance, you can stay one step ahead. Remember: if it sounds too good to be true, or if someone is pressuring you with threats, it’s likely a scam. When it comes to your Google Business Profile, trust only Google—no one else has the keys to that kingdom.

Stay safe, stay informed, and as always, keep an eye on ScamWatch for updates!

ScamWatch: Paying For Leads That Should Be Free

Last Updated: December 30, 2024

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This edition of ScamWatch deals with something we’re seeing at an increasing rate. It’s very possible that some of these cases are not so much a scam as they are just opportunistic greed, but either way, it’s something you should be on the lookout for. We’re seeing links to profile pages from pay-per-lead providers like Thumbtack, HomeAdvisor, Angi, or Housecall Pro end up in the “Website” or “Booking” fields of Google Business Profiles (GBPs) and other online directories. This causes visitors to be sent to platforms where every call, click, or email becomes a billable event, instead of free, organic leads.

Let’s break it down and talk about how to protect your hard-earned traffic.

Why It’s Happening

Sometimes, these links appear in your GBP or directories without your knowledge. It could happen for a variety of reasons:

  • Automated Systems: It’s possible that an automated integration between your accounts and the lead provider is populating this information.
  • Lead Providers Themselves: We’ve seen instances where providers may insert their links without explicit permission.

The result? Customers you’ve worked hard to attract are directed to a lead provider’s page. Instead of contacting you directly, they’re routed through a paid platform that charges you for traffic that YOU generated.

Why It’s a Problem

  • You’re Paying Twice for Leads: Imagine spending money on ads or SEO to bring people to your business, only to send them to a paid lead provider. It’s like paying to build a bridge and then getting charged a toll to cross it.
  • No Added Value: These links don’t provide any extra functionality you couldn’t offer yourself. Adding a booking form to your own website is simple, effective, and most importantly, FREE.
  • Lost Trust: Customers may think the pay-per-lead page is your actual business website, which can be confusing and may reduce credibility.

What to Watch For

Specifically, we’ve recently seen cases where Thumbtack links appear in the “Booking Link” section of GBPs. Our clients have told us they didn’t add these links themselves, nor did they approve them being added on their behalf. This sneaky placement can go unnoticed for months, costing businesses hundreds or even thousands of dollars.

How to Fix It

  1. Audit Your Online Profiles Regularly: Check your Google Business Profile, Yelp, and other directories to ensure your website and booking links point to your own site.
  2. Replace Paid Links: If you see a link to a pay-per-lead provider, replace it with a link to your own website or a booking form.
  3. Add Booking Features to Your Website: Integrate a simple booking form on your site. Many platforms, like WordPress or Squarespace, make this easy with plugins or built-in tools.
  4. Check for Automated Systems: Investigate whether integrations or APIs from lead providers are automatically updating your profile fields. Disable or adjust these settings as needed.
  5. Stay Vigilant: Monitor for any unauthorized changes and act quickly to correct them.

Take Back Control of Your Leads

Lead providers have their place, but you definitely shouldn’t pay them for traffic you’re already generating. Plus, by driving traffic that you generated to these paid services, you’re artificially inflating their numbers and making the service look more effective than it actually is. By keeping a close eye on your profiles and ensuring all links point to your own assets, you can save yourself money and ensure your marketing efforts truly pay off.

Don’t let sneaky links drive up your costs—stay in control and keep those leads flowing directly to your business!

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