If you’re a senior-focused business, staying visible online isn’t optional—it’s essential. And if you manage a Google Business Profile, there’s something new you need to know: Google recently updated its rules about links in business profiles, and they could directly affect your brand visibility and engagement.
Don’t worry—this isn’t meant to overwhelm you. Understanding these changes can actually give your business a boost in local search rankings, improve how potential clients find you, and help you show the community you serve that you care.
What’s Changing with Google Business Profile Links?
Google wants business profiles to be clear, relevant, and trustworthy. Here’s what you need to know about the latest rules:
- Only Direct, Relevant Links Are Allowed
- Google now limits the types of URLs you can use in your profile. Links must take users directly to a page relevant to your business.
- Generic homepage links or unrelated promotional pages could now reduce your profile’s effectiveness.
- No Excessive Linking in Posts
- Posting multiple links in updates or offers could be flagged as spammy. Focus on sharing one relevant link per post.
- Avoid Shortened or Masked Links
- Links that hide the destination URL are no longer accepted. Use full URLs to maintain trust and transparency.
- Use Links to Highlight Community Resources
- Google favors links that are helpful to your audience. Linking to local senior events, support groups, parks, or community resources is a great way to stay relevant while following the rules.
Why This Matters for Senior-Focused Businesses
For companies that serve seniors—whether it’s home health, senior living, or local services—your Google Business Profile is often the first place potential clients discover you. Proper links:
- Improve your local SEO by showing Google that your business is connected to trusted, relevant community resources
- Enhance user experience by giving seniors and their families direct access to helpful pages
- Build brand trust and authority in your service area
How to Optimize Your Google Business Profile Links
Here’s a simple guide to make your profile rule-compliant and effective:
Step 1: Audit Your Current Links
- Check your profile and posts for any outdated, broken, or irrelevant links
- Replace unnecessary links with relevant, helpful URLs
Step 2: Link to Relevant Resources
- Highlight local senior events, volunteer opportunities, or community programs
- Include direct links to important services or resources your business provides
Step 3: Keep Posts Focused
- Use one link per post or update
- Include clear, descriptive text explaining why users should click
Step 4: Track Performance
- Monitor clicks, engagement, and local search rankings
- Adjust your linking strategy based on what drives traffic and inquiries
Table: Best Practices for Google Business Profile Links
| Action | Why It Matters | Example |
|---|---|---|
| Use direct, relevant URLs | Aligns with Google rules | Link directly to your service page instead of a homepage |
| Share one link per post | Avoids spam flags | Link to a local senior resource in an event post |
| Use full URLs | Maintains trust | https://www.example.com/senior-resources |
| Highlight community resources | Boosts local SEO | Link to local senior centers, parks, or support groups |
| Monitor results | Helps refine strategy | Track clicks and engagement monthly |
FAQ: Google Business Profile Links
Can I still link to my website?
Yes, but make sure the link is direct and relevant to the service or content you’re sharing.
What happens if I use multiple links in one post?
Google may flag your post as spam, which could reduce visibility in search results.
How do links improve my local SEO?
Relevant, trusted links show Google that your business is active, helpful, and connected to the local community, improving search rankings.
Are community resource links really necessary?
Yes. Google favors links that provide value to your audience, and local connections can boost engagement and trust.
Why EMG Can Help
Optimizing your Google Business Profile may seem tricky, but it’s essential for senior-focused businesses. At Engaging Media Group, we specialize in helping businesses like yours:
- Increase local visibility and brand awareness
- Strategically add links that boost SEO and engagement
- Highlight your connection to the community and trusted resources
- Generate leads and foster stronger customer relationships
Don’t let Google’s new rules hold your business back. Get a free marketing consultation with EMG to learn more and receive a full assessment—including tips you can implement immediately to improve visibility and engagement.
Email: hello@engagingmediagroup.com or Call: 800-201-9989
Show your community you care and get your Google Business Profile working harder for your senior-focused business today.