If you're managing your business presence on Google, there's a critical update you can't afford to miss.

In 2025, Google has quietly introduced new restrictions around link usage in Google Business Profiles (GBPs) and while it's flown under the radar for many, the impact is already being felt across the SEO and local marketing community.

Whether you operate a neighborhood business, a multi-unit brand, or you're an agency serving client listings, this update alters how we tackle link strategy and compliance on Google's most authoritative local platform.

Let's dissect what's new, what's at stake, and how to future-proof your Google Business Profile.

What's Changed With Google's Link Policies?

Businesses once had ample room for including website links in GBPs, such as:

  • Homepage or service page URLs
  • Booking or contact form links
  • Event registration pages
  • Menu links (for hospitality companies)
  • UTM-tagged tracking links (for marketing attribution)

As of 2025, Google has released more aggressive automated filters and manual moderation targeting:

  • Redirected URLs (including shortened or masked links)
  • Tracking-heavy links with long UTM strings
  • Third-party pages (particularly unrelated to your core business)
  • Affiliate-style links within listings

These are now being marked as manipulative, misleading, or spammy even when your intention was authentic.

Why Is Google Clamping Down on Link Rules?

This action supports Google's overall mission: to enhance the quality, trust, and user experience of local search.

A few of the essential motivations for the change:

  • Fighting deceptive listings that employ redirects to spam sites
  • Enhancing link clarity so users have a clue where they're being sent
  • Minimising ranking manipulation through keyword-stuffed landing pages
  • Simplifying mobile UX, where redirects and UTM-ponderous links hinder user access

Google is currently favoring clean, direct links that accurately reflect the business and offer immediate benefit to the searcher.

What's Still Allowed?

Not everything is off limits when it comes to linking.

You can still have:

  • Your root website or location-specific sites
  • Booking pages with no redirects (e.g. Acuity, Calendly, your site)
  • Contact or "Get Directions" pages
  • Menus hosted directly on your domain
  • Third-party booking sites (but only if 100% relevant)

The secret is relevance and directness. If your link is a detour or a trap, Google can penalise it—or your whole profile.

What You Must Do Immediately

1. Check All Your Profile Links

  • Delete shortened URLs (bit.ly, tinyurl, etc.)
  • Replace redirects with direct, canonical URLs
  • Shorten or eliminate UTM tracking codes particularly on booking or homepage links
  • Verify all links remain functional and align with the business intent

2. Don't Use Lead Gen or Affiliate Redirects

If you've been redirecting users to a third-party lead form or affiliate link, you can stop. These are now a significant risk factor regardless of whether used to measure performance.

3. Keep Links Localised (If You Have Multiple Locations)

Every location listing must have a distinct URL linking to a page for that individual location. No longer "head office" links on every store.

 4. Train Your Team or Clients

If you work on behalf of clients managing listings, get them trained on the new rules. Many don't realise they're unknowingly breaking policy by pasting UTM links or marketing redirects.

Real Example – What Can Go Wrong

One Melbourne physiotherapy clinic had been directing to a health blog with UTM tags in their GBP to monitor conversions. Then, out of nowhere, Google removed the link—and soon after, the entire profile was suspended for breaking rules.

The moral of the story? What worked in the past may cost you traffic and visibility this year.

FAQs – Google Business Profile Link Rules

Q: Can I still monitor my GBP clicks with UTM links?

A: Use them sparingly. Google is allowing short, clean UTM usage, but long or promotional strings are being flagged more often.

Q: Is it okay to link to a third-party booking tool like Zocdoc or Calendly?

A: Yes, if that tool is genuinely used by your business for appointments and the page is branded appropriately.

Q: Will Google notify me if a link is removed?

A: Usually, no. Removals or suspensions may come as a surprise. Routine profile checks are essential.

Last Thoughts – It's About Trust, Not Traffic

Google's new link policies are all part of an overall move towards transparency, user trust, and anti-spam.

To marketers, it's an unmistakable message: your local SEO approach must change from performance tricks to platform alignment.

Keep links clean. Keep them helpful. Keep them user-centric.

Need a Local SEO Partner You Can Trust?

Here at XDesigns Advertising, we keep one step ahead of Google's updates so that your business doesn't get left behind.

  • GBP link audits
  • Location-based landing page strategy
  • Google-compliant optimisation

Learn about our local SEO services and contact XDesigns Advertising for SEO Packages.