Module 10

Google Updates and Changes

Google constantly updates how Google Business Profile works. Features change, interfaces move, and algorithms update. Here's how to stay current and adapt.

Expect Constant Change

What to do

Understand that GBP is always evolving.

Step by step

  1. Google updates frequently. The dashboard interface, available features, and how things display on search all change regularly.
  2. Features come and go. New features get added, others get removed. What works today might work differently tomorrow.
  3. Algorithm changes happen. Google tweaks how it ranks local listings. Your rankings can change without you doing anything.
  4. Documentation lags behind. Google's own help articles sometimes describe outdated interfaces or missing features.
  5. This is normal. Don't panic when things change. Adapt and keep focusing on the fundamentals.

Staying Informed About Changes

What to do

Know where to learn about GBP updates.

Step by step

  1. Official Google Business Profile blog. Google announces major changes here. Not every change gets announced, but big ones do.
  2. Search Engine Land / Search Engine Journal. Industry news sites that cover Google updates, including local search changes.
  3. Local SEO community. Following local SEO experts on social media or their blogs. They often spot changes before official announcements.
  4. GBP Help Community. Users often report interface changes or new features they've noticed.
  5. Your own observation. Check your dashboard regularly. You'll notice when things move or change.
  6. Don't feel obligated to follow closely. For most small businesses, staying roughly current is enough. You don't need to know about every change the day it happens.

When Features Move or Disappear

What to do

Handle interface changes without frustration.

Step by step

  1. Don't assume it's gone. If you can't find a feature, it might have moved. Explore the dashboard menu and settings.
  2. Search the help center. Look up the specific feature to find current instructions on where to access it.
  3. Try Google Search. Search "How to [feature] Google Business Profile 2024" (or current year) to find recent guides.
  4. Ask in forums. The Help Community can point you to relocated features.
  5. Sometimes features are removed. If something is truly gone, focus on alternatives or the features that remain.
  6. Give new interfaces time. New designs can be confusing at first but usually become intuitive with use.

Dealing with Ranking Changes

What to do

When your rankings shift without you changing anything.

Step by step

  1. Don't panic immediately. Rankings fluctuate naturally. Give it a few days before worrying.
  2. Check for issues. Make sure there's no problem with your listing (suspension, incorrect info, etc.).
  3. Check competitors. Did they improve? Sometimes you drop because others got better.
  4. Look for algorithm news. Search for "Google local algorithm update" with recent dates. Major updates get coverage.
  5. Review fundamentals. When algorithms change, businesses with strong fundamentals usually recover. Reviews, accuracy, completeness, relevance.
  6. Avoid knee-jerk reactions. Don't make drastic changes in response to short-term ranking shifts. Focus on long-term best practices.
  7. Some changes are beyond your control. Google decides how to rank businesses. You can optimise, but you can't control the algorithm.

Future-Proofing Your GBP Strategy

What to do

Build a presence that withstands changes.

Step by step

  1. Prioritise customer experience. Happy customers leave good reviews regardless of algorithm changes.
  2. Keep information accurate. Correct NAP and business details are always important.
  3. Maintain quality photos. Visual quality is unlikely to become less important.
  4. Build genuine reviews. Authentic reviews from real customers always have value.
  5. Don't over-rely on one feature. If you've built your strategy around a specific feature, diversify.
  6. Think customer-first. When in doubt, do what helps customers. That aligns with what Google wants to reward.

Change-ready mindset: