2025 Recap: Google's Top GBP Updates

If 2025 taught us anything, it’s that Google absolutely loves to keep local marketers on their toes. Google rolled out update after update to Google Business Profiles, many of them powered by (you guessed it) AI. Some features disappeared, others showed up out of nowhere, and a few made us do a double-take. Let’s rewind the tape and break down the biggest Google Business Profile changes we survived this year.

Top 5 Most Impactful Changes of 2025:

AI Mode Entered the Chat: Google released AI Mode, which means you’re no longer just competing for a spot on the map; your business is now being pulled into AI-generated answers. 

RIP Q&A’s: Google quietly removed the Q&A section from Business Profiles, officially ending the era of “Do you sell tacos?” followed by a random stranger answering “I don’t know.” This move made room for AI-generated answers instead, which means Google now decides how your business is explained.

Ranking Distance Decreased: Google pulled the leash tighter on distance-based rankings, making proximity more important than ever. If you’re not clearly relevant and close, Google is happy to move on. Ask about our Map Boost to reach farther.

Social Media Posts Were Added: Google started displaying social posts directly on some Business Profiles, officially creeping into social territory. If you’re posting regularly, Google is watching (and using it to learn about your business).

Google’s AI Started Calling Businesses: Google’s AI began calling businesses to collect pricing and service information automatically. If you got a mysterious phone call asking about costs, that wasn’t a prank, it was Google doing homework for potential customers.

So what does all of this mean heading into next year? Simple: AI isn’t going anywhere, and Google Business Profiles are becoming more important, more intelligent, and less forgiving. Expect even more AI-driven features, fewer manual controls, and a bigger emphasis on clean, consistent data. Staying on top of this manually is possible… but exhausting. If you’d rather let AI fight AI, you can subscribe to Madison Web Works AI Automation Tool and stay on top of the next wave of Google updates without breaking a sweat.

At Madison Web Works, we stay on the cutting edge of Search Engine Optimization (SEO) and Generative Engine Optimization (GEO) to ensure our clients stay visible and competitive.

Our AI Driven Google Business Profile Service Goes above and beyond. Our GBP services also gets your business found in AI. PLUS! We integrate Google Reviews, Posts, FAQ's and Photos into your website. This increases your visibility of your website itself organically.

Do you want to be on page 1 of Google? Found in AI and other search engines and directories? Partner with us and we can do it! 

Get a Free Audit Here

Schedule a call and enjoy a coffee on us. We’re confident you’ll see the impact we can make—if not, no pressure and no hard sell.

Book an Appointment today!