Google’s New Link Rules for Business Profiles: What You Need to Know
If you manage a Google Business Profile (GBP), there’s an important update you can’t afford to ignore. Google has recently introduced new rules for the links on your GBP, including your website URL, social media profiles, and action links. These changes directly impact how customers find and interact with your business online.
Many business owners set up their profile years ago and never look back—but that strategy won’t work anymore. Google now places greater emphasis on link accuracy, crawlability, and consistency. If your links don’t meet the new standards, your business could lose traffic, lower its rankings in local search, and miss out on valuable customer trust.
Key GBP Link Rules in 2025
1. Website links must be direct and relevant
Your profile’s website link should lead users straight to your business’s landing page. If you operate multiple locations, each location’s GBP must connect to its own location-specific webpage.
2. Websites must be crawlable
Google’s algorithm uses your website to verify your business and gather information about your services. Make sure your website can be crawled easily and includes detailed, up-to-date business information.
3. Action links must deliver on their promise
Links for direct actions—such as ordering, booking, or scheduling—must take users to a page where they can actually complete that action. Redirecting them to a Facebook page, messaging app, or unrelated site won’t be allowed.
Why These GBP Updates Matter
Your Google Business Profile is no longer just a simple listing—it’s part of your overall digital marketing ecosystem. Clean, accurate, and consistent links across your GBP, website, and social channels send strong trust signals to both Google and your customers.
When optimized correctly, your GBP helps you rank higher in local search results, build credibility, and drive more sales. Neglect it, and your profile risks becoming ineffective—like a broken shopping cart wheel that technically works, but frustrates everyone who tries to use it.
This article was adapted from original insights by Merchynt, leaders in local SEO and Google Business Profile optimization.