The 2025 Update: Freshness and Review Velocity Now Matter More
Google increased the weight of two factors in local ranking: how recent your last update was, and how many new reviews you are getting.
1. Profile Freshness Matters More
Businesses that have not updated their Google Business Profile in 90+ days are losing positions to competitors who update regularly. Updates include new photos, service-area changes, hours updates, or responding to reviews.
2. Review Velocity Is a Ranking Signal
Businesses getting 3-5 new reviews per month are now outranking businesses with older review histories, even when the older ones have higher average ratings. Fresh reviews signal an active, trustworthy business.
3. Schema Markup Affects AI Overview Eligibility
To be surfaced in Google AI Overviews for local searches, structured data helps Google understand your business. Proper LocalBusiness schema on your site makes you far easier for AI summaries to read and include.
Who’s Gaining and Who’s Losing Rank
- Profile updated in the last 2-3 weeks
- 3-5 new reviews every month
- LocalBusiness schema in place
- No profile update in 90+ days
- Old review history, nothing recent
- No structured data on the website
Three Things to Do This Week
Update Your Google Business Profile
Add new photos, update service areas, or refresh your hours. This signals freshness to Google immediately.
Request New Reviews
Ask 5-10 recent customers to leave reviews on Google. Aim for 3-5 new reviews monthly to stay competitive.
Add Schema Markup
If you do not have LocalBusiness schema on your website, add it now. Structured data makes you far easier to surface in local and AI results.
Sources
Frequently Asked Questions
What changed in Google’s 2025 local map pack update?
Google increased the weight of profile freshness (how recently you updated your Google Business Profile) and review velocity (how many new reviews you earn each month). Structured data also matters more for being surfaced in AI Overviews.
How often should I update my Google Business Profile?
At least every couple of weeks. Profiles not updated in 90+ days are losing positions to competitors who regularly post photos, update info, and respond to reviews.
How many Google reviews should I get per month?
Aim for 3-5 new reviews per month. Steady review velocity now outranks older review histories, even those with a higher average rating.
Do I need schema markup to appear in Google AI Overviews?
It helps. Proper LocalBusiness structured data makes your business easier for Google’s AI to read and include in local summaries. Without structured data you are harder to surface.
Is Your Google Business Profile Up to Date?
A free audit pulls your exact ranking data and shows where you stand against local competitors, so you know what to fix to stay ahead of the 2025 update.
Claim Your Free Business AuditValued at $497. Available to qualifying businesses. One per industry.