Google just rolled out updates to Business Profiles that could give you an edge in local search results if you know how to take advantage of them. From stricter verification rules to new link guidelines, these changes make it clear: accuracy and consistency are what set top performers apart.
What’s Changing in Google Business Profiles
Let’s start with the updates themselves. Google has:
- Tightened verification requirements, especially for service area businesses. Some businesses now have to do live video interviews showing equipment and vehicles.
- Updated guidelines for links and landing pages. Make sure your links work, avoid shortened URLs like bit.ly, and ensure your landing pages clearly show your business name, services, and contact information. If you have multiple locations, each location’s page should be specific to that actual location.
- Released a refreshed posts creation tool that is easier to use. It places all the posts in a centralized location with an easier way to manage those posts.
- Begun testing AI that can call businesses on behalf of searchers. A searcher can ask AI to call businesses on their behalf to ask about availability or services when someone searches for that information.
That last one isn’t widely available yet, but it’s worth preparing for. Imagine Google’s AI asking about your hours or services. If your team can confidently answer, you’ll be ready when this rolls out more broadly.
What Separates Top-Ranking Businesses
The bigger takeaway comes from new research by Whitespark, which analyzed thousands of Google Business Profiles. The results showed that the businesses ranking highest weren’t relying on complicated tricks or having the most reviews. Instead, they were:
- Posting regularly to their profiles.
- Keeping business information completely accurate and up to date.
- Ensuring all website links worked and sent visitors to helpful, relevant pages.
By contrast, the lowest-ranking profiles often had outdated or missing details and broken links. The lesson is clear: completeness and freshness count.
Local SEO Isn’t One-Size-Fits-All
Another insight from the research is that best practices can vary by industry and market. What works for a busy city restaurant might not be as effective for a small-town plumber. That’s why it’s important to watch what’s working in your own space rather than chasing every SEO tip you find online.
Still, some fundamentals apply everywhere:
- Keep your information accurate.
- Post regularly to your profile.
- Encourage and respond to reviews.
Action Steps
To put this into practice right away:
- Check all the links in your Google Business Profile to make sure they work and lead to useful, relevant pages.
- Review your profile details and update anything that’s changed: hours, services, photos, even small details like seasonal hours.
- Post something new this week, whether it’s a project photo, a customer story, or a short update.
Why This Matters
The businesses ranking at the top aren’t necessarily bigger or spending more. They’re consistent, accurate, and helpful. The same qualities Google wants to reward. By keeping your Business Profile fresh and reliable, you’re building trust with both customers and search engines. And that trust is what helps you outrank the competition.
Do you prefer to listen in? Here’s our podcast:
Links in this episode: Google Business links policies and guidelines updated
How to get your service area business verified on Google
How to Outrank 99% of Local Competitors – Google Business Profile Tier List
Google Business Profiles Posts creation tool refreshed
