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🔎 [Local SEO · Google AI results] Google's AI Overviews and AI Mode started showing the website link from Google Business Profiles about 8x more often. It happened on October 30. We can see it across 40,000+ local business sites in 150+ countries – and not in the EU yet. 👇 How we can see it: businesses that build a site with Localo (a localo.site subdomain) can set it as the website in their Business Profile. That link carries UTM tags, so in Search Console we can split "links Google pulled from a Business Profile" from everything else. What the new Generative AI report in Search Console (beta) shows for those links: → October 23–29: about 590 impressions a day. → October 30: 1,785. 3x in a single day. → October 31 – November 2: about 4,700 a day. 8x, three days running. → Week over week, Business Profile links are up 4x. The clean URLs of the same sites, the ones in Google's index, are up about 30%. → The growth is outside the EU: India +129%, UK +84%, US +46%, Brazil +33%. The EU is flat: Germany +9%, Poland +6%, France 0%, Spain −2%. → Same day, Surfer's AI volatility tracker had AI Overviews at 74/100 and ChatGPT at 0. Google moving, not AI in general. In plain terms: a URL with UTM tags exists in exactly one place – the Business Profile. Google isn't pulling it from the index. When that exact URL gets 8x more impressions in AI results, Google's AI answers are showing the Business Profile's website link far more often. It fits Google's October 15 note on official site links at the top of AI responses. What this isn't: proof of clicks – the report shows impressions only. It's also four days of data, and I've seen this movie before: September 14–21 the same links jumped 4.5x, held eight days, then dropped back to baseline. For now I'm filing it under "Google is testing or rolling out", not "done". What I'd do this week: ◆ Open Search Console → Performance → Generative AI and look at October 30. US, UK, India, Brazil: you'll probably see it. EU: probably not yet. ◆ Check that every client's Business Profile has a working website link. An empty field gives Google nothing to show. ◆ Put UTM parameters on that link (utm_source=google, utm_medium=business_profile). Free, and from then on profile-driven impressions and clicks show up on their own in Search Console and GA4. 📊 In Localo, a Localo site goes into the Business Profile as the website link in one step, UTM tags included – which is the only reason we can see this across thousands of profiles. For a client with no website, it's the simplest way to give Google something to show. PS The report has no queries, so nobody can say yet which searches trigger this. If you've seen a client's profile inside an AI Overview or AI Mode answer since October 30: which market, and did the website link show? That's the data I'm missing. Surfer's tracker and the Localo sites page are in the first comment. #localseo #googlebusinessprofile #aioverviews

💣 [#LocalSEO x Content] Google has launched Google Business Home, and inside it there’s an “About your business” tab: logo, brand colors, core values, tone of voice. Closed beta, US only, selected categories. Some of us, me included, have been saying this was coming. Now we know. And you still have a window, whether you run a local business or do local SEO for clients. The tab sits above everything the business creates there: posts, review replies, graphics. Google says it outright: customers never see this data. It exists so that content and image suggestions stay on brand. One word: CONSISTENCY. Why it matters now: type “write a holiday post for my salon” into any AI and it decides on its own what tone to use, what you offer, who it’s for and where you operate. Unless you hand it those parameters. Almost nobody does. After 20 posts like that, the customer sees 20 different businesses. So do Google and AI. OK, let’s get to the point. Consistent doesn’t mean the same sentence everywhere. It means every channel (website, Google Business Profile, social, directories) gives the same answers to 6 questions: 1️⃣ Who you are 2️⃣ What you offer 3️⃣ Who you help 4️⃣ Where you operate 5️⃣ How you deliver 6️⃣ Why you and not the competition “Austin and the surrounding area” on the website and “nationwide” in a directory confuses the customer, and confuses AI agents and Google even more. They want to show businesses they’re sure fit the query. Simple math: “physical therapist Austin” is 2 facts to connect. “Physical therapist for an elderly stroke survivor who does home visits in Austin” is 5 facts about the same business. People describe their problem to AI now instead of typing two words. Worth saying: consistency is not a ranking factor. But the first business in its area to communicate consistently gets an edge: customers and AI understand who it is, which queries it fits and who it’s for. First come, first served. Here’s what I’d do: search everything the internet says about the business, by hand or with AI agents, and look for the mismatches. Or connect Localo MCP to Claude or ChatGPT: Localo supplies the Google Business Profile data, the AI pulls in the rest of the web and puts the two side by side. 🧩 How to build the voice itself today: in Localo we build a Brand Voice for every active business, in 6 sections (who you are, how you sound, what makes you stand out, what you offer, who you serve, where you operate). It builds itself from the Google Business Profile, website, social media, reviews and mentions, it’s editable, and posts, review replies, descriptions and offers are all written from it, in Localo and through MCP. Honest take: on the visual layer (logo, colors) Google has something we don’t have yet. On the facts layer, the one that decides what gets written, today’s “Tone of voice” is a handful of keywords. A long way behind what we have in Localo 😉 Questions, or want more on Brand Voice and MCP? Comments 👇

⭐ [Local SEO · Google Reviews] Google removes reviews. Mostly the good ones. We checked what the data says about the reviews that disappear from Google Business Profiles – and what you can still do when a client's review is gone. 👇 Here's what we found after analyzing 335,520 reviews Google removed from 22,292 Google Business Profiles (Nov 2023 – Jan 2026): → 89.1% of removed reviews were 5-star. 60.6% of the affected profiles lost 5-star reviews only. → Removals grew 28× in two years: 5,529 per quarter in Q4 2023, 154,421 in Q4 2025 (in our dataset). → 26% of removed reviews were over a year old. Hardly anyone spots a year-old review going missing – the counter just drops by one. → ~30% of removal events take 2+ reviews from one profile on the same day. → 60.1% of removed reviews had an owner reply, and 48.6% got that reply within 24 hours. Replying doesn't protect a review. In plain terms: the reviews your client worked hardest for are the ones most likely to disappear, and Google says itself that its filters sometimes remove legitimate reviews by mistake. What you can do – and what you can't: 🔹 The business can't appeal. Only the review's author can: one click in their Google Maps profile, once, within a year. The business isn't told; the author gets an email. 🔹 You can write to Google support (Business Profile Help → "Review missing") with the dates and the number of missing reviews. Several gone at once? One request, not five. 🔹 Don't ask the customer to post the review again. A new review is a new check, and a burst of new reviews is exactly what the filters flag. A friend of mine, Marcin Kopczyński, recently documented two appeals: one review was back 34 minutes after the click, the other was rejected after four days with no reason given. Google decides, every time. ☝️ Step zero is knowing which reviews are gone. Once Google removes one, it's gone from the profile manager too – you're comparing memory with a counter. 👷 In Localo, the 𝗥𝗲𝘃𝗶𝗲𝘄𝘀 𝗠𝗮𝗻𝗮𝗴𝗲𝗿 keeps monitoring reviews on every active profile and lists the ones Google removed separately: text, stars, date, author and your reply. It only tracks from the moment a profile is activated, nothing retroactively – so activate profiles before reviews go missing, not after. PS The most common phrases in removed reviews: "highly recommend" and "excellent service". Generic praise gets flagged, specific experiences survive. Worth telling the clients who still send "please leave us a 5-star review" templates. Links to the data and the tool in the first comment. #localseo #googlebusinessprofile #googlereviews

✅ As many as 72.6% of Google Business Profiles that meet the 𝗮𝗯𝘀𝗼𝗹𝘂𝘁𝗲 𝗯𝗮𝘀𝗶𝗰𝘀 𝗼𝗳 𝗼𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻 rank in the TOP 3 most visible businesses in their industry and area. Here they are 👇 💡 After analyzing over 16,000 Google Business Profiles, we defined – from the data – eight criteria worth ticking off on every business profile before you optimize anything further: ✔ Address added and verified ✔ Website ✔ Business description ✔ At least one additional category ✔ 10+ customer reviews ✔ 10+ varied, real photos ✔ 10+ listings in business directories (citations) ✔ At least one social media link We call them minimum thresholds. Think about it: anyone managing a Google Business Profile can meet most of them in a single day – maybe even part of one. Of the profiles that have all eight, as many as 72.6% sit at positions 1–3 in Google (based on data from our Keywords Tracking). The average across all profiles in the study: 58.5%. And at the same time: 👉 Only 42.7% of profiles at position #1 have all eight. 👉 Beyond the top ten – 17.2%. 2.5 times fewer. Two solid examples from the eight: 1. Address. 95.1% of top-three profiles have an added and verified address; beyond the top ten it’s 83.4%. Put another way: 4.6% of #1 profiles have no address, at #11+ it’s already 16.6%. If your competitors have an address and you don’t, you’ll most likely struggle to get past them. 2. Website. 97.6% of TOP 3 profiles link a website, and it’s above 93% at every position. Not an advantage – an entry ticket. In Localo you build one in a single click: the Website Builder creates it from the profile data and keeps it updated itself, so it’s always current. 🎯 WHAT THIS MEANS Before you sell a client an “advanced strategy”, go through the eight points and fix what needs fixing. That’s it. 👷 If you’d rather not check this by hand, try Localo free for 14 days. Import your business profiles in one click, activate them – and Localo audits every profile you manage: the analyses from this post and many more. You get a list sorted by profile score from 0 to 100%, you see what’s wrong, and you fix it straight from the tool. Put the machine to work and scale 🏗️ Questions? Let me know :) Links to the dataset and the tool are in the first comment. #localseo #googlebusinessprofile #localmarketing

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