The New Frontier in Local SEO: What the Latest Google Business Profile Updates Mean for You

Hello, and welcome! I’m Tomasz Dylik, the founder of EntreNexus. Whether you’re an ambitious entrepreneur just starting out or someone exploring the world of side hustles, you’ve come to the right place. Today, we’re diving into what might just be one of the most pivotal shifts in local SEO we've seen in years.

Let me explain.

Local SEO Isn't Just a Game of Keywords Anymore

For years, we’ve been told to optimize our Google Business Profile (GBP) with keywords, great images, and accurate NAP info. And hey—it worked. But the truth is, 2025 has brought a sea change. Google just rolled out several new features to GBP, and they’re about to redefine how your business shows up locally.

But that’s just it: showing up isn’t enough anymore. It’s about how you show up. And these new updates? They give you more control—but also more responsibility.

Let’s break it down.

What's New in Google Business Profile (May 2025)

1. Expanded Insights Dashboard

Google has redesigned the GBP insights panel, offering richer, more granular data about how users interact with your business profile. Now, you can see:

• Click-through rates on photos (not just views)

• Action breakdowns (calls, bookings, directions) by device

• Customer sentiment trends from reviews (yes, with AI-based summaries)

Sounds cool, right? But don’t get me wrong—it’s cool and all... but not that useful unless you know what to do with that data.

Here’s a pro tip: If you notice more clicks on certain types of photos (say, your interior shots over product images), lean into that. Update your visuals with intent. You’re not just showing off; you’re guiding behavior.

2. “Local Moments” Highlights

One of the more exciting features: Google now surfaces what it calls “Local Moments” in your listing. These are dynamic highlights based on:

• Trending services in your category

• Seasonal relevance

• Special promotions

Imagine this: You’re a bike repair shop. It’s spring. Google starts promoting your “Tune-Up Special” under “Local Moments”—but only if you’ve activated it in your profile.

You see where I’m going with this? If you’re not keeping your GBP active with seasonal content, you’re invisible. Good luck getting anywhere.

3. AI-Suggested Posts

The AI boom is making its way into GBP. Google now suggests content ideas for your weekly posts, based on trends in your niche and what your competitors are doing.

Yes, it’s automated. Yes, it saves time. But... the real win comes when you use those prompts as a springboard and add your unique voice.

Because here’s the thing—authenticity can’t be AI-generated. Your customers can smell generic from a mile away.

Why These Changes Matter to Side Hustlers and Small Businesses

If you're like most entreners in our community, you're juggling a million things. You don’t have time to monitor every algorithm tweak. But you do care about being found, being chosen, and being remembered.

That’s why this matters.

These GBP updates give you the tools to:

• Understand what’s working faster

• Test and optimize your presence in real time

• Create more personalized, relevant local experiences

And the best part? You don’t need an SEO agency or a big budget. Just consistency and curiosity.

Practical Ways to Use These Features Starting Now

Let’s get tactical.

✅ Audit Your Insights Weekly

Open your insights dashboard every Monday. Look at:

• Which posts got engagement

• Which services are drawing clicks

• When people are taking action (day/time trends)

Make it a ritual. It’s your business pulse check.

✅ Build a “Local Moment” Calendar

List out 12 moments that matter to your audience across the year. Tie them to:

• Holidays

• Local events

• Weather seasons

• Life milestones

Then update your GBP accordingly. Your business should feel alive—not like a dusty listing from last year.

✅ Use AI Prompts, Then Personalize

When Google offers post ideas, great. Use them—but add:

• A real photo

• A short anecdote

• Your signature tone

That familiar mix of awe and unease we feel about AI? Embrace it, then humanize it.

Trends to Watch Beyond GBP

Now, let’s zoom out a bit. Local SEO isn’t happening in a vacuum. Here are three broader shifts you need to track:

1. Local Pack Shakeups Based on Sentiment

Google’s AI is getting better at summarizing customer sentiment across reviews. It’s beginning to weigh this more heavily in map rankings. That means:

• Star ratings alone aren’t enough.

• The tone and detail of reviews matter.

• Encouraging reviews with storytelling is your secret weapon.

Encourage happy customers to write about specific experiences. Not “great service,” but “Tom fixed my flat tire in 10 minutes on a Sunday.” Specificity = SEO gold.

2. Hyper-Local Content on Your Website

Yep, your website still matters. And Google now connects content from your site with your GBP.

So if you’re writing about neighborhood events, nearby landmarks, or local tips—Google sees that and boosts your relevance.

Write like a local expert. Because you are one.

3. Voice Search & Map Optimization

With more people using voice assistants to find local businesses, you need to think conversationally.

Optimize for phrases like:

• “Best vegan pizza near me open now”

• “Where can I get a phone repaired fast in [Your City]?”

Use those queries in your GBP description, website, and FAQs.

It’s not just SEO—it’s digital linguistics.

What It All Means for You

The landscape is evolving fast. But that’s not a reason to panic. It’s an invitation to step up.

Here’s what I want you to remember:

• Don’t chase algorithms. Serve people.

• Use insights not as vanity metrics, but as decision-making tools.

• Keep your content fresh, local, and real.

EntreNexus was built for times like these—where change is constant and opportunity hides in the details. So let’s lean in, learn the tools, and help your business become not just visible—but unmissable.

If you haven’t updated your Google Business Profile this month, now’s the time. Start small, start now.

And remember: It’s not just about showing up—it’s about showing up with intention.

Until next time,Tomasz