Google has rolled out significant updates to its Business Links policies and guidelines within the Google Business Profiles help section. These changes expand on best practices for local businesses and SEO managers, doubling the size of the original document. The new sections highlight the importance of dedicated landing pages, direct action completion, social media restrictions, and link crawlability policies.
If you manage a local business profile on Google, here’s a breakdown of what’s new and why it matters:
1. Dedicated Landing Pages Are Now Required
Google clarified that all business links must lead to a dedicated landing page for the business.
- For multi-location businesses, action links (such as booking, ordering, or reservations) must lead to a location-specific page, not a general homepage or a different location.
- This ensures users land on the most relevant page, improving both user experience and conversion rates.
2. Direct Action Completion Must Be Possible
Google emphasized that links must allow customers to complete the intended action directly.
For example:
An “Order” link should lead to a page where the customer can place an actual order.
Links cannot lead to:
- Social media sites
- Messaging apps
- App store listings
- Link shorteners
This change ensures customers experience frictionless interactions with businesses.
3. New Business Links Crawlability Policy
Perhaps the most technical but crucial update, Google added a detailed section on crawlability requirements for links.
To remain valid, your business links must:
- Be accessible to Google crawlers without restrictions.
- Avoid blocking bots via robots.txt, CAPTCHAs, IP restrictions, or cloaking.
- Load fully, including images, scripts, and CSS.
- Resolve with a valid 200 OK status code (not 404, 403, or 500 errors).
- Not be geoblocked or DNS-blocked.
Google specifically notes that these verification crawlers do not follow robots.txt rules, so businesses need to ensure accessibility at the server level.
Why This Matters for Local Businesses
These updates underline Google’s commitment to accuracy, trust, and user experience in local search. Businesses that fail to comply risk having their links removed from Google Business Profiles, which could reduce visibility and customer engagement.
For local SEO professionals and business owners, this is a reminder to:
- Audit your business links regularly.
- Ensure each link leads to the correct location-specific page.
- Confirm that links are crawlable and functional at all times.
Staying compliant with these new policies isn’t just about following Google’s rules—it’s about delivering a better online experience for your customers
At SEO Guru NYC, we stay on top of Google’s latest policy changes to ensure your business stays visible and competitive in local search. Our local SEO services in New York are designed to optimize your Google Business Profile, improve your rankings, and drive more customers directly to your business. Don’t let outdated practices hurt your visibility—partner with SEO Guru NYC and stay compliant while growing your online presence. Ready to strengthen your local SEO strategy? Contact us today!
