Google has recently changed its rules regarding the links you can add to your Google Business Profile. If you thought you could continue to manage your business links as before, think again. These new requirements, which come into force in September 2025, will be a major game-changer for all merchants. Here’s why you need to start preparing now.
Summary and contents of the page
1. Google now checks your links regularly (even daily!)
Since September 2025, Google has set up automatic verification robots that check all the links present on your site page on a daily basis. These robots check whether your links are working correctly and whether they comply with the new rules.
What this means: if your site goes down, if you change a URL or block access to Google robots, your links can be automatically removed from your listing. No more relying on luck.
2. No more general pages: one page for each establishment
One of the most important new features concerns multi-site businesses. Google now requires that every link on your Business Profile page should link to a page dedicated specifically to the establishment concerned. The good thing is that this recommendation is in line with the local SEO strategies I’ve been recommending for years.
Here’s a concrete example: if you manage 3 bakeries in different parts of Lyon, you can no longer use the same “Our stores” page for all three listings. Each bakery must have its own page with its own opening hours, team and specialities.
This requirement applies in particular to action links such as :
- Reserve a table
- Make an appointment
- Order online
- Request a quote
3. Your links must accomplish the promised action
Google no longer tolerates links that lead nowhere. If you offer an “Order online” button, customers must be able to finalize their order on the landing page. If it’s “Book an appointment”, they should be able to choose a time slot and confirm.
What doesn’t work anymore:
- Links to general contact pages
- Links to “Under construction” pages
- Forms that don’t work
- Pages that require a call back to finalize
4. New technical constraints
Google has tightened its technical requirements considerably. Your pages must now be perfectly accessible to verification robots, otherwise your links will be removed.
Absolute bans:
- Block the “GoogleOther” robot in your settings
- Use CAPTCHAs to prevent automatic access
- Rate limiting for robots
- Display different content to robots than to humans
- Block access by IP address
Important: these verification robots no longer respect robots.txt files. Even if you forbid access to this file, Google will continue to check your commercial links.
5. How to adapt your strategy now
Step 1: Take stock of your current links
Log in to your Google Business Profile and list all your action links. For each one, check :
- Is the landing page specific to this establishment?
- Can the action really be finalized?
- Does the page load quickly?
Step 2: Create dedicated pages for each establishment
If you have several points of sale, create a specific page for each establishment with :
- Accurate contact information
- Opening hours
- The local team
- Services specific to this outlet
Step 3: Test your customer journeys
Walk yourself through the path from your Google listing to the completion of the action. Time the process and identify friction points.
Step 4: Optimize your pages technically
- Check that your pages load in less than 3 seconds
- Remove technical blocks for Google robots
- Test accessibility from different devices
Step 5: Monitor daily
Set up automatic monitoring of your links to be alerted in the event of a problem. Several free tools allow you to check the status of your pages on a daily basis.
My expert view
These new Google requirements aren’t just another annoyance for merchants. It’s actually great news for your local SEO and conversion rate.
By forcing companies to create fluid customer journeys and specific pages, Google improves the user experience. And a better user experience means more satisfied customers and more conversions for you.
Companies that adapt quickly to these new rules will gain a considerable competitive advantage over those who drag their feet. Because while your competitors are seeing their links removed for lack of compliance, you’ll continue to capture customers thanks to optimized customer journeys.
Our advice: don’t suffer these changes, anticipate them. Turn this constraint into an opportunity to really improve your customers’ experience. You’ll quickly see the difference in your conversions.
