In 2025, your Google Business Profile (GBP) is more than just an online listing—it’s your digital storefront in local search. But as Google continues to roll out updates to how GBP works and how it integrates with search and AI overviews, many businesses are seeing a decline in visibility, fewer clicks, and even profile suspensions.
If your local rankings have dropped or your profile engagement is down, it may be due to recent GBP changes—and chances are, your competitors are feeling it too.
This article outlines what’s changed with Google Business Profiles in 2025, what you need to update now, and how to keep your business visible and competitive in the local map pack and search results.
Why GBP Still Matters in 2025
Google continues to prioritize local intent in its search results. Whether someone is searching for a dentist in Tampa, a roofer in Orlando, or a boutique hotel in Clearwater, your GBP is often the first interaction potential customers have with your brand—even before they visit your website.
Optimizing and maintaining your profile helps you:
- Appear in the local map pack
- Show up for “near me” searches
- Build trust through reviews and photos
- Drive calls, directions, and website clicks directly from search
What’s Changed in Google Business Profile in 2025
Google has rolled out several updates to GBP that directly affect your visibility. Here’s what you need to know:
✅ 1. Profile Activity Now Impacts Rankings
Google is now using profile freshness and engagement as a ranking signal. Inactive or static profiles are more likely to drop from the local map pack.
What to do:
- Post updates weekly (specials, events, announcements)
- Add new photos regularly (inside, outside, team, seasonal)
- Respond to all reviews—positive and negative
- Answer Q&A from customers on your listing
📍 Florida Example: A Fort Myers med spa increased weekly GBP engagement by posting skincare tips and promotions every Monday—resulting in a 58% increase in calls from their profile.
✅ 2. Keyword Stuffing in Business Name Is Being Penalized
Many businesses added keywords like “Best Electrician Tampa” in their GBP name to manipulate rankings. Google is now cracking down on this tactic.
What to do:
- Ensure your business name matches exactly what’s on your signage, website, and business license
- Avoid adding services, city names, or promotional words to the title unless legally part of your business name
✅ 3. Service and Product Details Are Now Indexed More Heavily
Google now places more weight on product and service fields, which show up more prominently in both AI-generated overviews and mobile map results.
What to do:
- List all major services clearly with accurate descriptions
- Add pricing info if possible
- Include high-quality images for each service or product
- Use real keywords in your service descriptions (avoid generic phrases)
✅ 4. AI Overviews Are Pulling Content From GBP
Google’s Search Generative Experience (SGE) is using GBP information to generate AI-powered summaries in local results.
What to do:
- Update your business description with clear, well-written content that highlights your services and local area
- Optimize your GBP content the same way you would optimize a website—target local keywords and make the copy easy to read
- Use structured formatting where allowed (bullets, clear service categories)
✅ 5. Suspensions and Verification Issues Are Increasing
Profiles that are incomplete, misleading, or inconsistent across the web are at greater risk of temporary suspension or review delays.
What to do:
- Ensure NAP (Name, Address, Phone) consistency across all listings and your website
- Use a real business address (no PO boxes or virtual offices)
- Complete all fields in your profile (hours, category, services, photos, etc.)
- Keep verification documents on hand (utility bill, business license, signage photo)
Best Practices to Keep Your Google Business Profile Visible
🔍 Keep Your Primary and Secondary Categories Accurate
Your primary category affects which search terms you appear for. Make sure it reflects your core service. Then use secondary categories for additional services.
Example: A Sarasota-based dental office uses “Dentist” as the primary category, and “Cosmetic Dentist” and “Emergency Dental Service” as secondaries.
📸 Upload Real, High-Quality Photos Frequently
Photos influence engagement, especially on mobile.
- Add at least 5–10 new photos per month
- Include team members, interior/exterior shots, and service-specific images
- Use geo-tagged images when possible for local context
⭐ Encourage Consistent Reviews
Reviews build trust and improve visibility. Create a review generation process that includes:
- Asking via email or text after service
- Using QR codes on receipts or signage
- Including review prompts in your email signatures
Ask customers to mention the service and location in their review (e.g., “Great AC repair in Clearwater”)—this boosts local relevance.
🧭 Use UTM Parameters to Track GBP Performance
Add UTM tracking to your GBP website link and appointment links so you can see how much traffic and how many conversions come from your profile.
Example UTM for a website button:https://yourwebsite.com/?utm_source=google&utm_medium=organic&utm_campaign=gbp
How to Monitor Google Business Profile Performance
Use the Google Business Profile Insights dashboard or Google Search Console to monitor:
| Metric | Why It Matters |
|---|---|
| Searches (Direct, Discovery, Branded) | Tells you how people are finding your business |
| Views on Search and Maps | Shows overall visibility |
| Website clicks | Tracks engagement and traffic from your profile |
| Calls and direction requests | Measures conversion actions |
| Photo views | Indicates content freshness and interest |
In 2025, keeping your Google Business Profile optimized is no longer a set-it-and-forget-it task—it’s a weekly commitment to local visibility. With Google’s ongoing changes, especially around AI integration and stricter quality standards, your profile needs to be accurate, active, and optimized for engagement.
At SEO Consulting Experts, we help Florida-based businesses improve and manage their local SEO performance—starting with Google Business Profile optimization. From cleaning up your NAP to building a review system that works, we ensure your listing ranks and converts in even the most competitive markets.
👉 Want to improve your local rankings and get more calls from your Google Business Profile? Schedule a free GBP optimization audit today.
We’ll review your listing, identify missing signals, and give you a clear path to better local visibility and customer engagement.
