Google has updated its Google Business Profile (GBP) guidelines, and this time, it’s all about links. These updates aren’t minor. If your links don’t meet the new rules, Google may remove them, which could result in less visibility, fewer clicks, and lost customers.
Let’s look at what’s changed and why it matters.
1. Each Location Needs Its Own Page
What’s New:
Every business location must now link to a dedicated landing page. You can’t use your homepage or another location’s page anymore.
Why This Matters:
When someone clicks “Order” or “Reserve,” they should land exactly where they expect — not be redirected or confused. Clear, direct links contribute to a better user experience and trust.
2. Action Links Must Actually Work
What’s New:
Buttons like “Order,” “Book,” or “Reserve” must go straight to the page where customers can complete the action. Linking to your Facebook page, a menu, or a general landing page isn’t allowed. Banned Destinations Include:
- Social media sites
- Messaging platforms
- App store pages
- URL shorteners (like Bit.ly)
Why This Matters:
Users want fast, no-nonsense actions. If your link doesn’t deliver, it will be removed.
3. Google Must Be Able to Crawl Your Links
What’s New:
Google now regularly checks your linked pages to ensure they perform well. Your links must be crawlable meaning Google’s bots can access them without barriers. Your link could be removed if:
- It’s blocked by robots.txt
- There’s IP blocking or rate limiting
- It’s behind login pages, CAPTCHA, or restricted access
- It returns errors (like 404 or 500)
Why This Matters:
If Google can’t access your page, it can’t trust it — and neither will your customers. Crawlability is now essential.
4. Limits on How Many Links You Can Add
What’s New:
Google has set a cap of 20 links per action type (for example, 20 “Order” links, 20 “Booking” links, etc.).
Why This Matters:
This change helps reduce spam and clutter. The focus is now on quality over quantity, granting users a clear and simple experience.
Who Needs to Take Action
- Local Business Owners: Check every link in your GBP. Each location must have its own landing page, and every action association must lead to what it promises.
- Agencies & SEO Pros: Audit all client profiles. Even one bad link can hurt visibility and conversion rates.
- Franchise or Multi-Location Brands: Coordinate with your tech team to create individual pages for each address. Now, generic or duplicate links won’t work.
- Web Developers & IT Teams: Make sure your pages are fully accessible to Googlebot. No blocking, no login barriers — if Google can’t crawl it, it won’t count.
Conclusion
Google’s message is clear: Links must be direct, functional, and trustworthy. If your Business Profile still links to a homepage, social media, or anything that doesn’t serve the user’s intent — fix it now. Otherwise, Google might do it for you.
Clean, relevant links aren’t just a rule — they’re the new standard for visibility and user trust.