Q2 2025 Local Search Shake-Up: 21 Developments Every SMB Must Act On

Google, Bing and the AI giants didn’t take a spring break this year. From fresh Google Business Profile (GBP) guidelines to AI-generated overviews crowding traditional local packs, Q2 2025 delivered more plot twists than a binge-worthy thriller. Below is a practical field guide to all 21 changes documented by White spark’s quarterly roundup—plus my take on what to do next so your brand stays visible in an AI-first world

1. GBP Upheaval 

• Services menu makeover. Google now showcases “optimized” menus—descriptions, time estimates, and one-click booking. Thin lists look lazy; flesh yours out this week.
• Lens can “read” your photos. Use “Search inside image” to see what Google’s AI thinks your pics portray. Retake anything it mislabels.
• Video-verification preview. Record once, review, then send—no more re-shoot roulette.
• “What’s Happening” posts for restaurants. Mobile-only, tied to your socials; perfect for daily specials.
• May post-publishing bug. If Updates vanished, republish now—the glitch is fixed.
• Services-as-Products crackdown. Items listed under “Products” may start rejecting. Audit before they disappear.
• Q&A hide-and-seek. The button keeps vanishing; keep key Q&As backed up elsewhere.
• “Know Before You Go” AI summaries. Experimental snippets may auto-generate store policies—double-check accuracy.
• Separate pickup vs. delivery CTAs. Ensure your own-site link shows for “Order pickup” to avoid third-party fees.
• Forum pro-tip. Don’t paste full NAP details in Google’s public help threads—those posts get indexed.

2. Reviews & Trust 

• Google removed 245 Million reviews in 2024. AI’s heavy hand means legit opinions still vanish—monitor yours weekly.
• School reviews wiped. As of April 30, educational listings are rating-less; parity restored.
• AI Overviews hijack “Brand + reviews.” Google’s own snippets push third-party ratings below the fold—diversify where customers leave feedback.

3. AI & Ranking Insights 

• AI Mode still shows a 4-pack-like module. GBP optimization is not dead—just the entry ticket for AI surfaces.
• ChatGPT study: Bing Places listings and on-site testimonials influence local answers—claim Bing Places yesterday.
• 540-query study: AI Overviews appear in >50 % of local searches and invert with local-pack prominence. Rank for both by pairing transactional pages with rich informational content.
• Gemini correlation only 26 %. Top-3 pack spots don’t guarantee Gemini exposure—build brand authority beyond GBP.
• Homepage traffic +10.7 %. LLMs cite homepages more often; deepen content and sprinkle conversion CTAs.

4. Industry Pulse 

• Google hints at favoring smaller publishers again. Keep publishing unique local content; AI needs fresh voices.
• Intent-matched content can dodge pricey Local Service Ads. Align pages with “DIY” and research queries for free visibility.

Your 7-Step Action Plan

1. Rewrite every GBP service line with descriptions, durations and booking links.
2. Audit photos via Google Lens; replace any that confuse AI.
3. Set a review-rescue cadence: export your reviews monthly and flag sudden drops.
4. Claim Bing Places and add first-party testimonials to key pages.
5. Pair pages: create an FAQ or guide beside every high-intent local page to win both packs and AI overviews.
6. Bulk-up your homepage: richer copy, schema markup, clear CTAs.
7. Monitor experiments: keep screenshots of “Know Before You Go” and other AI tests affecting your listings.

Pro tip: If you’re enrolled in our Local Authority Signals Program, many of these tasks (service-menu optimization, image auditing, AI snippet tracking) are already baked into your monthly workflow. If not, let’s talk—Traffic9 Media can implement the full playbook and keep your brand discoverable in both classic packs and the next-gen AI carousel.

Stay tuned; Q3 promises even more twists.