For years, Motability Operations has centrally managed Google Business Profile (GBP) listings for UK dealerships. However, a significant shift is currently underway. Motability has informed dealers that they will no longer manage these secondary listings.
Dealers are now faced with a choice: take ownership of these standalone profiles or allow Motability to mark them as “permanently closed.” At Localise, our data-led recommendation is clear: Let them close.
The End of Centrally Managed Motability Listings
Historically, these secondary listings (often named “Motability Scheme at [Dealership Name]”) were handled externally. While this ensured a baseline presence, it often led to “digital clutter” that actively worked against a dealership’s primary visibility.
Motability’s recent update confirms that they will mark these listings as permanently closed unless a dealer actively steps in to take ownership. While “permanently closed” might sound like a negative signal, in the world of local SEO, it is actually a strategic advantage for your group.
The Problem with Multiple Profiles
Maintaining two separate profiles for what is essentially one physical location creates several performance bottlenecks:
Diluted Authority: Google’s algorithm struggles to decide which profile is the “true” authority for Motability searches.
Poor Engagement: These secondary profiles typically have very few reviews (often under 5) and zero recent photos or posts.
Ranking Issues: Weak Motability profiles often outrank your primary dealership profile for branded searches, despite having far less trust and engagement.
- Data Fragmentation Across Platforms: Keeping these secondary listings open often triggers duplicate profiles on other directories such as Bing, Yell, and Yelp. These platforms frequently scrape data from both Google listings and “mix” the information. This results in inconsistent opening hours, incorrect phone numbers, or outdated addresses appearing across the web, which confuses both search engines and your customers.
Two Paths to One Goal: Managing the Transition
With Motability stepping back from profile management, the objective for every dealership remains the same: consolidate your visibility into one authoritative primary profile. There are two ways to achieve this transition.
Option A: The “Hands-On” Approach (Take Ownership to Close) Some groups may prefer to take ownership of the Motability listing themselves before marking it as closed. This is a valid tactical choice if you want absolute control over the “Permanently Closed” status.
Total Control: You own the asset, ensuring no third party can suggest “re-opening” the listing later. Although this is unlikely.
Option B: The “Hands-Off” Approach (Let Motability Close It) The most efficient route for most dealerships is to simply allow Motability to proceed with marking the listings as “Permanently Closed” on your behalf.
Zero Operational Friction: No need for staff to spend time on ownership transfers or potentially complex re-verification loops.
Instant Consolidation: It allows the “ranking power” for Motability-related searches to shift naturally to your primary profile, if already optimised for Motability branded searches to capture that intent.
How We Optimise Our Clients Primary Profile:
Secondary Categories: We add “Mobility equipment supplier” to the main profile.
Service Integration: We explicitly list “Motability Scheme” and “Motability vehicle sales” within the services menu.
Content Dominance: We use the main profile’s high review volume and authority to post Motability-specific offers and updates.
Targeted Landing Pages: All Motability traffic is directed to the dealers dedicated website landing pages from one high-performing profile.
The Result: One Authoritative Profile
By consolidating your Motability presence into your main dealership profile, you ensure that customers find your most trusted, highly-rated location first. This strategy eliminates internal competition and ensures your dealership performs strongly across new car, used car, aftersales, and Motability searches simultaneously.
