If you are working on your local SEO in Switzerland, your Google Business Profile (GBP) is essential. And Google has just changed the rules of the game.
Recently, Google has updated the business link policies on business profiles.
– Each link must point to a dedicated local page for the establishment, not the homepage.
– Calls to action must lead to real actions (e.g., booking or online order).
– Links to social networks, link shorteners, messaging services, and app stores are prohibited.
– Links must be technically accessible and not subject to blocks (e.g., captcha, login).
– Regularly check your links to ensure compliance and optimize your local visibility.
This is revealed in a post on LinkedIn by Hiroko Imai, who explains that the text size has increased.
Even though there has been no official announcement from Google, we can still see that new paragraphs have been added.
Here is what specifically changes in Google’s rules
1. Mandatory local pages
Each link must point to a dedicated page for the establishment.
For example, a chain of restaurants in Geneva, Lausanne, and Neuchâtel must link each Google business profile to the respective restaurant’s page, not just the homepage of the site.
“Business links must lead to a dedicated landing page for your establishment.”
2. Calls to Action must enable real action
If the “Book” label appears on a button, the landing page on the website must allow users to book directly.
Therefore, avoid linking to a PDF with your menu or a general homepage. This is exactly what Google no longer wants to see.
“Links must enable customers to perform the indicated action.”
3. End of certain types of business links
Google now prohibits:
- links to social networks (Facebook, Instagram…)
- link shorteners (bit.ly, tinyurl…)
- messaging links (WhatsApp, Messenger…)
- links to app stores
“Business links cannot be links to social networks, messaging, app stores, or shortened links.”
4. Links accessible to Google (“crawlable”)
To remain validated, your links must be technically accessible:
- no blocking via robots.txt
- no captcha or mandatory login
- the page must load correctly (code 200 OK)
- no different content for Google or the user (“cloaking”)
If the page cannot be crawled by the crawlers, it cannot be verified and the link to it may be removed.
Why is Google implementing these new rules?
Google wants to avoid poor user experiences. Imagine a client searching “pizzeria Fribourg”, clicking on “Order” and landing on… a PDF with the menu. Frustrating, right?
That’s why Google is putting a stop to:
- redirects that mislead users
- non-functional buttons
- dead links that break the experience
The objective? For every click on your profile to lead somewhere useful. And this is directly linked to your local SEO. Well-functioning links lead to better rankings in “near me” results.
What this specifically changes for a local business
Take the example of a hairdresser in Lausanne: the “Book an Appointment” button must open the correct booking page, not the homepage of the site.
Similarly, the “Order” link on a pizzeria’s profile must lead to a functional online ordering page, not a PDF with all the pizzas.
Finally, a medical practice must ensure that its appointment page is not blocked for Google robots (e.g., mandatory login), otherwise the link could disappear from the business profile.
Quick checklist to verify your links
- Do your links lead to local pages (not just a general homepage)?
- Test them with httpstatus.io, they must respond with “200 OK”
- Remove any link shortener (bit.ly, tinyurl)
- Ensure they are accessible without login or captcha
- Validate if the call to action appears on the landing page (book, order, etc.)
What you need to remember
These new rules are not here to complicate your life. It’s a real opportunity to clean up your profile and make it more efficient.
A hairdresser in Lausanne with properly functioning links will have a clear advantage over competitors who neglect this aspect.
Take 10 minutes today to check your links on your Google Business Profile. The impact on your local visibility can be significant.
If you want to go further in optimizing your local SEO or if these new rules seem complex to implement, feel free to contact us.
We have been supporting Swiss businesses in their digital strategy for several years.
To learn more: All Google Business Profile Policies
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