Google Business Profile Link Rules: What Changed in 2025
In early September 2025, Google rolled out a major update to the Google Business Profile (GBP) link rules. These changes affect the links you add to your GBP—including your main website, social media, and direct action links (like “Order” or “Book”).
If your business isn’t compliant, you risk losing those links without warning, which could hurt both your rankings and customer trust.
Let’s break down the most important updates you need to know.
Website Links Must Go to the Right Page
Google now requires that your GBP website link directly connects to your business landing page.
If you have a single location → link to your homepage.
If you have multiple locations → each GBP listing must link to a location-specific page, not just a corporate homepage. Here for Business Profile Link Rules will need more efforts maybe it good opportunity for freelance and agencies.
✅ Example: A restaurant chain should link its London GBP listing to the London branch page, not to the brand’s global homepage.
Your Site Must Be Crawl-able
Google’s verification bots (called GoogleOther) crawl your GBP links regularly—sometimes daily.
- If your website is:
- blocked by robots.txt,
- hidden behind CAPTCHAs,
- redirected too many times, or
- missing a valid SSL certificate,
👉 Google may remove your link automatically, without warning or appeal.
This makes technical SEO and site accessibility more important than ever.
Direct Action Links Must Complete the Action
If you add an “Order Online” or “Book” link to your GBP, it must let users complete that action directly.
❌ Not allowed: Sending users to a Facebook page, WhatsApp, or a generic messaging form.
✅ Allowed: Sending them to a working order form, reservation system, or checkout page, Business Profile Link Rules is clear and for ux this is good.
Why Google Business Profile Link Rules Matter
Your GBP links are no longer “just a nice touch.” They are trust signals for both Google and your customers.
For SEO: Clean, consistent links help Google verify your business and boost your rankings. by the way i invite you to discover our Beta test App for trust and reputation building
For users: Accurate links improve customer experience and conversions.
Think of it as an ecosystem: your GBP, website, and social media all need to work together. If one piece breaks, the whole system suffers.
What Business Owners Should Do Next
- Audit your GBP links today. Make sure each one goes to the right page.
- Test your site crawlability. Use tools like Google Search Console or Screaming Frog to confirm that bots can access your site.
- Check direct action links. Only add links that let customers complete the promised action.
- Monitor regularly. Since Google checks links frequently, even small errors can cost you visibility.
References & Further Reading
These updates were first reported by:
- Search Engine Land
- SearchScope
- Google Business Profile Help Center
For more SEO strategies, Google updates, and growth tips, visit.
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