Key takeaways:

• Google has made a few changes to its Business Profiles.
• These profiles are often the first things that appear in search results, and you need to optimize yours.
• Keeping your Google Business Profile up-to-date doesn’t have to be complicated, and an SEO service can help.

Most (almost 60%) of Google searches don’t lead to a click. How are customers finding your business if they don’t visit your site?

The answer is Google Business Profiles. Google has been updating these results, and they now serve as complete mini-profiles with reviews, contact information, a list of services, and more.

Your Google Business Profile is crucial for creating a good first impression, and you need to keep up with these latest changes, possibly with the help of a local SEO company.

What Changed With Google Business Profiles in 2025

Google introduced a few key changes:

• AI-generated summaries. You can now use AI to automatically create a summary for your profile. To obtain an accurate summary, ensure your profile is complete and your website is up to date.
• Visuals over text. Google Business Profiles display more images. Optimize yours by uploading your logo, site photos, and before/after visuals.
• New categories. There are now new categories available for you to list what you offer. They’re more specific, such as “electrical panel installation” or “roof leak repair”.
• More features. You can update your profile with new elements, including links to your social profiles, a Q&A section, and even a booking link.

SEO experts are also seeing an increase in Google suspensions. The search engine is taking a stricter stance and paying close attention to factors such as up-to-date information, details that match your website, and genuine reviews.

You can avoid suspensions by ensuring that all the information on your profile matches what’s on your website and by being specific when responding to your reviews. A local SEO company can review your profile and address any issues before Google suspends your profile.

What Do Google Business Profile Updates Mean for Your Business?

Your Google Business Profile is often the first thing people see when they look up your business, especially if they’re on mobile.

It can be a great way to generate leads, as almost 60% of Google searches don’t result in any clicks. Instead, users receive an instant answer or can call the number displayed in a Google Maps or Google Business Profile result.

If your Google Business Profile doesn’t:

• Show a clear list of services.
• Include job photos.
• Have enough reviews.
• Link to a fast and useful site.

…you’re likely losing business to competitors with optimized Google Business Profiles.

The good news is that improving your Google Business Profile isn’t difficult.

How to Improve Your Google Business Profile in 2025

Turn your Google Business Profile into a tool that gets you leads with these simple steps:

• Claim and verify your profile if you haven’t done so already. (Here are the steps to follow.)
• Update the list of services you offer, taking advantage of Google’s new categories to provide more specific details.
• Add five to ten new job photos every month, and some before-and-after images if possible.
• Check your reviews once a week and respond to them, even if it’s just to thank someone for leaving a review.
• You can ask customers to leave a review (as long as you don’t compensate them for it).
• Review your Google Business Profile on your phone at least once a month. This will give you a good idea of what most customers see when they look up your business.

Checking and optimizing your Google Business Profile can be time-consuming, and it’s essential to know what to prioritize. This is where small business SEO services can make a difference.

Beyond your Google Business Profile, you also need to optimize your website:

• When people find your Google Business Profile, they’ll find a link to your website and can click on it to access your homepage.
• Ensure that the information they find on your homepage aligns with what they’ve seen in your profile.
• Your homepage should also include clear next steps, such as encouraging people to call you to schedule a home visit.

For users who initiate a phone call from your Google Business Profile instead of visiting your website, ensure that you have accurate business hours listed on your profile and a voicemail that clearly identifies your business in case you are unavailable to answer.

How a Local SEO Company Can Help

An SEO service can leverage decades of experience to create a great Google Business profile for you, and it’s not the only thing they’ll help with.

At Tempesta Media, we offer a comprehensive range of solutions designed to increase your business’s online visibility. From optimizing your website to running paid ads, we use proven methods that will get you leads.

Schedule your discovery call today or explore our solutions finder to learn more about how we can help.

FAQ

What is a Google Business Profile?

A Google Business Profile is a listing that appears in Google search results and Google Maps. It shows information about your business, including your contact details, services, reviews, photos, and business hours. It’s often the first thing potential customers see when searching for your business.

Why is my Google Business Profile so important?

Close to 60% of Google searches don’t result in a click to a website. This means many customers find what they need directly from your Google Business Profile, whether that’s your phone number, address, services or reviews, without ever visiting your site.

How often should I update my Google Business Profile?

You should check your reviews once a week and upload fresh photos once a month. Conduct a comprehensive review once a month to ensure your services and hours are up to date.

Can Google suspend my Business Profile?

Yes, Google has become stricter about suspensions in 2025. Profiles can be suspended for having outdated information, details that don’t match your website, fake reviews, or incorrect business categories. Always ensure your profile information matches your website exactly.

What are the new AI-generated summaries on Google Business Profiles?

Google now offers AI-generated summaries that automatically create a description of your business. To get an accurate AI summary, ensure your profile is complete and your website information is current and detailed.