Google has updated its Business Links Policy as of September 11, 2025, requiring that all links from Google Business Profiles (GBPs) point to dedicated, location-specific landing pages. What was previously recommended is now mandatory, and failing to comply may result in decreased visibility or even policy violations.

Google’s Business Links Crawlability Policy also applies to these updates. All linked pages must be fully accessible to Google’s automated crawlers, load without restrictions, and present complete, functional content. Businesses relying on links that redirect to restricted pages, partial loads, or inaccessible content may see their listings flagged.

For multi-location businesses, this change means that general landing pages or store finder directories will no longer be considered sufficient. Each location is expected to have its own unique web page with clear and complete information about that specific branch. Linking to social media profiles, app store listings, or pages meant for a different location is also prohibited under the updated rules.

While many organizations already maintain store finder tools or hub pages, compliance now requires going a bit further. Each business location should be represented by a dedicated landing page that serves as the authoritative source for that location’s details. Adopting this structure will ensure that Google recognizes the links as valid, keeps the business profile in good standing, and maintains local search visibility.

This article will be updated with the details of any penalties (lower rankings, decreased views, or even remove links) that we identify.