How Google’s Updates Are Changing the Game for Businesses Online.
Google has made significant updates this year, transforming how businesses appear online. From search results to social media, staying informed about these changes is crucial for maintaining visibility to potential customers.
If you rely on Google to attract traffic, enquiries, or bookings, here's what has changed, when it happened, and what it means for you.
1. Social Media Is Now Part of Search
One of the biggest shifts is that Google begun indexing public social media posts from professional accounts, including Instagram and TikTok, directly into search results.
This update came into effect in July 2025 and now means your social media activity can influence your online visibility. Consistent posting of high-quality content can help your business appear more prominently when people search for services like yours.
2. Social Media Posts Appearing in Google Business Profiles
Another change to be aware of is that Google now displays social media updates directly in Business Profiles.
This feature became active around June 2025, allowing your latest posts, whether promotions, events, or updates, to be visible to potential customers right in search results.
Consistency matters, because people looking for your business will see your posts alongside your website information, reviews, and contact details. Keeping your messaging and visuals polished and on-brand helps make the right impression.
3. AI Summaries and the Rise of “No-Click” Searches
Since May 2024, Google has been using AI to provide direct answers and summaries in search results, and this trend continues to grow.
Many people now get the information they need without clicking through to a website. While convenient for users, it can reduce traffic to your site, so the focus now is on visibility, authority, and trust.
Your content needs to be accurate, helpful, and clear so Google sees you as a reliable source. This is especially important if you provide local services or rely on people finding you quickly online.
4. New Tools to Highlight What’s Happening
Google introduced a “What’s Happening” section in Business Profiles in August 2025.
This feature allows you to showcase special offers, events, and promotions directly in search results, helping attract customers actively looking for services like yours.
Keeping your Business Profile updated is more important than ever, and timely updates can make a real difference.
5. What You Can Do Now
Whilst Google’s framework E-E-A-T (Experience, Expertise, Authority, Trust) is still relevant for the creation of content and should be followed. These updates all point in the same direction. Google values fresh, connected content and here's how you can stay ahead:
✅Post regularly on social media, as your posts now affect search visibility
✅ Link your social accounts to your Business Profile and keep them active
✅ Be consistent across all platforms with tone, branding, and accuracy
✅ Focus on content quality and provide value, even if people don’t click through to your website
✅ Update your approach to SEO to include social and local signals, not just keywords
In Summary
These updates are a reminder that your online presence is about more than just your website. Social media, your Business Profile, and high-quality content all work together to show Google and your customers who you are.
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