Google changes how local search works constantly, and most business owners only find out when their calls dry up. This is the running log we keep for our clients: the updates that actually moved local rankings, in plain English, with what each one means for you.
Google's March 2026 core update pushed AI Overviews deeper into local results, and industry tracking now puts roughly 46% of all searches as carrying local intent.
The February 2026 Discover core update shifted the Discover feed toward hyper-local, in-depth expertise rather than broad, generic content.
Google began retiring the old 'ask a question' feature in favour of 'Ask Maps', where Gemini scans your profile, website, and reviews to answer users conversationally.
Google Maps now generates AI summaries from your reviews, posts, and web content, and multiple trackers report visibility drops when a profile sits 30+ days with no new photos or updates.
Video verification is now the default for new listings in most regions, a single continuous take showing your signage, interior, and a live management action.
Google's December 2025 core update leaned harder on real user engagement and brand authority for local queries.
In September 2025 Google removed the num=100 parameter, so rank-tracking tools can now only read the first 10 positions instead of up to 100.
Rolling out from August 26 to September 21, 2025, this update targeted spammy tactics across search.
Late 2025 saw Google start phasing out the manual profile Q&A in favour of AI-generated answers.
Google's Vicinity update sharply reduced the ranking power of keyword-stuffed business names and put more weight on proximity to the searcher.
We track these changes from Google's own announcements and the local search community. Useful primary and expert sources:
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