Google Increases the Importance of GMB in New Update

Google Increases the Importance of GMB in New Update

Google recently made a change that emphasizes just how important your GMB is. Now, if you want to run Local Service Ads, you must have a verified GBP. This shift proves that Google views the GMB as the go-to source for local business information, affecting not just ads but the brand new AI-generated search results too. These recent updates put everyone on notice - if your GMB isn’t fully optimized you have to get caught up now!

The Importance of GMB Optimization After Google’s New Updates:

1. The Source of Truth for LSA: By tying Local Service Ads to verified GMBs, Google ensures that accurate, trustworthy information is at the forefront of local search results. This ties together the two biggest marketing platforms for local businesses on Google.

2. Used on AI-Organized Search Results: Google’s AI-organized search results rely heavily on GMB data to display local businesses in search results, making a complete profile crucial for visibility. AI is not going to kill Google Business Profiles, but rather make them more valuable.

3. Increased Trust and Consistency: A well-maintained and optimized GMB not only boosts your credibility with Google, but also increases trust amongst users who will likely soon become customers. Google has been testing different displays and your GMB info must be updated to take advantage of them.

If you want to be seen by more local customers and stay relevant in the eyes of Google, your Google Business Profile needs to be a top priority. A verified and optimized profile isn’t just a nice-to-have; it’s now essential for staying competitive in local search due to the new Google updates. Automatically optimize your GMB daily with Paige, our automated GMB optimization AI Agent!

About Author

Justin Silverman

Justin Silverman is the Founder and CEO of Merchynt, a local SEO technology company on a mission to make local SEO services not suck—one agency and small business at a time. Since launching Merchynt in 2019, Justin has helped over 20,000 businesses grow through data-driven Google Business Profile optimization and AI-powered local marketing tools like Paige. With more than a decade of experience in digital marketing and business growth, Justin previously held executive roles at Vista Group, where he served as VP of Global Partnerships and President of MovieXchange. He also led strategy and operations at Veezi, helping to scale tech products across international markets. Justin's career has spanned roles in marketing, partnerships, and operations, working with companies from early-stage startups to global enterprises. His deep knowledge of local search, combined with real-world leadership, positions him as a trusted voice in the local SEO and SaaS space. Under his leadership, Merchynt has become a go-to provider for agencies and small businesses seeking to dominate local search rankings through white-label solutions, AI automation, and performance-focused strategy. Justin continues to speak, write, and build tools with one mission in mind: to help 298 million businesses get found online by their perfect customer.