If you woke up this morning and noticed your Google Business Profile isn't where it used to be, you aren't alone. Honestly, it’s been a chaotic month for local search. We’re seeing massive shifts in how Google handles "near me" queries, and if you haven’t checked your Search Console in the last 48 hours, you probably should.
October 2025 has turned into a bit of a reckoning for small businesses. There wasn't a single "named" update like we used to get back in the day, but the volatility is real. Google is leaning harder into its AI Mode, and it's changing the way map pins even look. It’s a lot to keep up with.
The Big Shakeup in Local SEO News Today October 2025
So, what’s actually happening? Most of the noise right now is coming from the way Google is clustering information. They just rolled out a feature called Query Groups in Search Console Insights. Basically, instead of seeing a messy list of a thousand keywords, Google is now grouping them by "intent."
This matters because it shows us exactly how the algorithm is thinking. It doesn't care if someone typed "best pizza" or "pizza near me." It’s grouping those together under a single intent umbrella. If your content only targets one specific phrasing, you might find yourself losing out to a competitor who covers the broader "intent" better.
Coloured Pins and AI Mode
Have you seen the new map? In the latest AI Mode tests, Google is playing around with different coloured map pins. Instead of the standard red drops, you might see yellow or blue ones depending on the category. There’s even a key at the bottom now to explain what they mean.
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It feels small. It really does. But it’s a massive signal that Google wants to categorize businesses more aggressively. If you’re listed in the wrong primary category, you’re basically invisible in these new filtered views.
The Google Business Link Policy Hammer
This is the one that’s actually scaring people. Google updated its Business Link Policy this month, and they aren't playing around. They’ve started "crawling" the links in your profile—your website link, your booking link, everything—to make sure they comply with new transparency standards.
If your booking link goes to a weird third-party redirect or a page that Google can't crawl properly, they might just yank it. No email. No warning. Just a missing button on your profile. You’ve got to go in and check that your "Crawlability Requirements" are met. If you’ve seen a dip in leads this week, this is the first place I’d look.
Why Your Reviews Just Got More "Weighted"
We’ve known for a while that reviews matter, but the October updates have changed the math. Google’s AI is now analyzing the text of your reviews to see if they actually back up your service claims.
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It's not just about the five stars anymore.
If you say you offer "24/7 emergency plumbing" but all your reviews mention "great scheduled maintenance," Google’s AI is smart enough to see the disconnect. We’re seeing businesses with fewer reviews outrank the "giants" because their review sentiment perfectly matches the specific search query.
Also, a weird little update: users can now leave reviews using nicknames instead of their real names. It’s a privacy move, but for us business owners, it makes it a bit harder to verify if a reviewer was actually a real customer. You’ll need to be more diligent about responding to everyone, even if the name looks like "PizzaLover99."
Apple Maps is Stepping on Google’s Toes
Most people ignore Apple Maps. Big mistake.
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Apple just expanded its "Insights" and partnered with big names like the MICHELIN Guide and Golf Digest to pull in more authoritative data. In the US, Apple Maps now holds about 23% of the mobile market. That is nearly one in four customers.
The interesting part? Apple Maps searches often convert faster. People using Apple Maps tend to make a decision within 47 minutes of searching, while Google Maps users take over an hour. If you haven't claimed your Apple Business Connect profile yet, you’re leaving money on the table. It’s a different beast—Apple cares more about "Showcases" and high-quality, professional photos than the "user-generated" chaos Google loves.
The Rise of "Agentic" Search
OpenAI just launched a browser called ChatGPT Atlas. This is a game-changer for local SEO news today October 2025 because it uses "agents."
Imagine a user saying, "Find me a dry cleaner that's open now, has good reviews, and let me know when they can have a suit ready." The AI agent doesn't just show a list of links. It actually tries to find the answer. If your website doesn't have clear, "crawlable" data about your turnaround times or current hours, these agents will just skip you.
Actionable Steps for the Rest of October
You don't need to panic, but you do need to move. The "old" SEO of just stuffing your city name into your footer is dead.
- Check your links: Go to your Google Business Profile right now. Click every link. Does it go to a clean, direct page on your site? If it’s a redirect, fix it before Google’s automated crawler flags it.
- Audit your Query Groups: Open Search Console. Look at how Google is grouping your traffic. If you’re getting "Information" intent traffic but you’re a "Service" business, your content is missing the mark.
- Update your Apple Business Connect: Upload at least five professional photos and a "Showcase" offer. It takes ten minutes and reaches a high-spending demographic that Google misses.
- Engage with specific reviews: When you reply to a review, don't just say "Thanks!" Mention the specific service. "Glad we could help with your water heater repair in [City Name]" actually helps the AI understand your topical authority.
- Fix your LCP: Google is getting stricter about mobile speed. If your main image takes more than 2.5 seconds to load on a 4G connection, you're getting penalized in the local pack.
The reality of local search in late 2025 is that it's no longer a "set it and forget it" game. It’s about being the most "verifiable" option in your neighborhood. Google is trying to minimize the risk for the user—if you provide the most data and the cleanest links, you win.