If you’ve recently noticed a drop in calls or website clicks from your Google Business Profile (GBP), you’re not alone. Business owners all over the country have seen similar changes. But don’t worry—it’s probably not about your business or even your ranking in Google Maps. It’s most likely due to experiments that Google is running on their Search Engine Results Pages (or SERPs.)

Let’s go over what we know about the most recent SERP Changes.

The short answer is that the latest adjustments can make the map listing, where most GBPs are displayed, appear lower on the page. If fewer people see your listing, you are going to get fewer clicks.

Here are the 6 most common questions we’ve gotten from clients and what we can suggest you do to combat the SERP changes.

What Are Google’s SERPs? How Do SERP Changes Affect My GBP?

SERP is a term search professionals use for the page that appears after you search for something on Google. Over time, Google has made these pages more dynamic. They now include features like ads, Local Service Ads (LSAs), and AI-powered search previews, which often push the map results further down. Heck, the map results themselves were an early update to the SERP.

This increasingly busy layout means that while you might still rank high in the map section, fewer people may be scrolling down to see it. So even though your business hasn’t moved in the map listings, it’s positioned lower on the page.

Why Did Google Move The Map Results Lower In The SERP?

Google regularly updates its algorithms and SERP layout to improve user experience. This recent shift seems to favor more paid ads and AI-generated content. By placing map results lower, Google can promote other types of search results first, especially those that generate revenue, like ads.

Just like a business showcases its core products where they’re going to get the most exposure, Google wants to have its money-makers in the prime real estate. They’re displayed prominently to maximize clicks, which inherently moves the map (and GBP) results a bit lower.

What Can I Do To Make Up For Fewer GBP Calls After SERP Changes?

While this change might seem frustrating, there are steps you can take to stay competitive:

Optimize Your GBP – Ensure your profile is complete with photos, descriptions, and up-to-date information. Profiles that are richer in content (don’t forget VIDEOS) can stand out even in lower positions. Learn more about optimizing your GBP.
Gather More Reviews – High-quality, recent reviews can give you a boost. Just like asking your friends where to eat, people trust businesses with good recommendations. Reviews can encourage potential customers to scroll down and click on your profile. We have a ton of great content on this topic!
Consider Local Service Ads (LSAs) – LSAs are paid ads specifically for service-based businesses. Since they appear higher in the results, they’re an effective way to make up for the traffic lost by your GBP moving down.

These strategies can give your GBP a “boost” so it’s easier for people to find, even when it’s not at the top of the page.

How Will AI Affect My GBP in the Future?

Google is currently testing new features powered by artificial intelligence (AI Overviews) that could bring even more changes to the search layout. With AI, Google can now show summaries of what users are searching for and even answer complex questions right on the SERP.

For example, imagine if you asked a friend for advice on a local electrician, and instead of just recommending one, your friend just took out wirecutters and got to work. Google is aiming to do something similar with AI—delivering a more comprehensive answer directly on the search page, which may limit how often users click on a result or even scroll down the page.

If AI continues to take up more space on the SERP, keeping your business’s presence strong onlinem, as well as in the real world, becomes even more crucial. Learn more about how AI can impact your business today.

What Else Can I Do to Attract Local Customers?

While GBP is a fantastic tool for local businesses, it’s not the only way to attract nearby customers.

Here are a few additional methods:

Invest in Your Website SEO – Make sure your website is optimized for local search. Adding location-specific keywords helps your site appear in searches outside of the map section.
Utilize Social Media – Social media platforms like Facebook and Instagram are popular places to engage with your local audience. Regular posts, promotions, and interaction can help your business stay top-of-mind.
Try Community Involvement – Partnering with local organizations or attending community events is a great way to build visibility offline. When people know your brand in person, they’re more likely to remember you when they’re searching online. See our ideas for getting involved.

Think of these options as additional tools in your marketing toolkit. When used together, they help build a stronger, more resilient local presence.

What Can I Expect For My GBP in the Coming Months?

It’s likely that Google will continue experimenting with its SERP layout, so keeping an eye on changes will be helpful. Some adjustments may place your GBP higher or lower, depending on what Google is testing.

The best approach is to stay adaptable.

Continue optimizing your profile and stay informed about changes in the digital landscape. By taking steps to enhance your overall online presence, you’re making it easier for local customers to find you—no matter where Google places the map on the page.

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