Important Update: Google Refining Business Profile Link Policies
In the evolving landscape of local SEO and online business visibility, staying compliant with platform policies is crucial. Recently, Google announced updates to its guidelines concerning business profile links, particularly focusing on the links that enable customer actions such as booking appointments or placing orders.
Clarification on “Action” Business Links
It’s important to distinguish between different types of links within your Google Business Profile. The recent policy updates specifically target “action” business links. These are links that allow customers to perform specific actions directly through your profile—such as scheduling an appointment or ordering products online.
However, not all businesses are eligible for every type of action link. For example, a hair salon might have a link enabling online appointment bookings, but it typically wouldn’t qualify for an online ordering link, which is more relevant to e-commerce or food delivery services. The terminology can be confusing, and Google’s communication on this matter has sometimes been unclear.
Key Takeaways from the Policy Update
Google’s stricter stance aims to ensure that business profiles accurately represent the services offered and that links are used appropriately. Here are the main points to be aware of:
- Website Links Restrictions: Google now emphasizes that the website URL used in your business profile should be relevant and appropriate to the listed services.
- Prohibited Link Types: The platform is cracking down on links that do not serve a direct customer action related to the business, including:
- Social media profiles (e.g., Facebook, Instagram)
- Messaging apps
- App store links (e.g., Apple App Store, Google Play)
- URL shorteners or link aggregators like Linktree
- Generic homepages or landing pages that serve multiple locations, unless specifically tailored
Implications for Multi-Location Businesses
A critical aspect of this update pertains to businesses with multiple locations. Google discourages linking to a central homepage or a different location’s webpage in your profile. Instead, each listing should point directly to the specific location’s website or a relevant, dedicated landing page.
This emphasis aligns with existing local SEO best practices but suggests Google may intensify enforcement. Non-compliance risks suspension or removal of your business profile, so it’s vital to review your current links.
What Action Should You Take?
- Review all links associated with your business profile.
- Ensure each link is relevant to the specific location and service offered.
- Avoid linking to social media accounts, messaging apps, app stores, or broad landing pages.
- Use dedicated, location-specific web pages whenever possible to enhance local relevance and compliance.
Additional Context
Barry Schwartz recently highlighted these updates in a Search Engine Land article, which may have flown under the radar for some. Given the timing shortly after Labor Day, it’s an opportune moment for businesses to audit their profiles and prevent potential suspensions.
Summary
In essence, Google is tightening its policies around business profile links to promote accuracy and prevent misuse. Businesses with multiple locations should pay special attention to the relevance and specificity of their listed website URLs. Ensuring compliance now can help maintain your visibility and prevent disruptions.
For more details, read the full update at Search Engine Land.
Stay informed and keep your Google Business Profile compliant to maximize your local SEO efforts.
