Google Tightens Verification Standards & AI-Driven Moderation Rolls Out
Google is cracking down on fraudulent listings with stricter verification processes in 2025. AI is now automatically flagging keyword-stuffed business names, stock photos, and fake reviews, leading to faster suspensions.
Regulated industries like law, finance, and healthcare may need additional documentation (business licenses, certifications) to verify legitimacy.
If your profile gets flagged incorrectly, the appealsprocess has become more rigorous.
What You Should Do: Audit your Google Business Profile now.
Make sure your business name follows Google guidelines (no keywords stuffed in), use only real photos of your actual business (not stock images), and prepare any required verification docs for your industry.
Update your business description to be helpful, not keyword-heavy.
Google Business Profile Now Features AI-Generated Summaries
Google rolled out AI-generated summaries for GBP listings—automatically creating a profile summary based on your business info and website content.
Profiles with complete information and up-to-date websites generate better, more accurate summaries.
This is displayed prominently in local search results.
What You Should Do: Make sure your website is current and your GBP has all sections filled out (hours, services, description, attributes, photos).
The AI will pull from your best content, so quality matters.
Test your profile and see what summary generates—if it's inaccurate, you can regenerate it or edit manually.
Google's December 2025 Core Update Launched—Here's What's Different
Google's third broad core update of 2025 began rolling out December 11 and will take up to three weeks to fully settle. Key changes: E-E-A-T (expertise, authority, trustworthiness) now applies to ALL content types, not just health/finance topics.
Google introduced "authenticity scoring" to detect content created primarily for SEO vs. content created to help users.
Behavioral signals (user satisfaction, dwell time) are weighted more heavily.
What You Should Do: Review your blog/content to ensure it demonstrates genuine expertise.
If you're writing about local marketing, show your experience and real examples from clients.
Add author bios with credentials.
Make sure your site has HTTPS, a clear contact page, privacy policy, and is technically sound (Core Web Vitals matter more than ever).
"Signal-Fit" Now Critical in Google Local Pack Rankings
Google's local pack (the "map pack" showing 3 businesses for a local search) increasingly rewards businesses that match what users are actually searching for—not just the biggest names.
This "signal-fit" depends on relevance, review quality/quantity, proximity, and profile completeness.
What You Should Do: Make sure your Google Business Profile accurately reflects what you do and who you serve.
If you serve multiple areas, create separate location pages or GBP entries for each area. Encourage customers to leave reviews—not just on GBP but across platforms. Quality > quantity with reviews.
CTV Ad Spend Will Surpass Traditional TV by 2028—But Most Marketers Are Unprepared
eMarketer's latest forecast confirms CTV spending will eclipse traditional TV advertising within 3 years.
However, a critical finding: 65% of viewers multitask while watching CTV (scrolling phones, etc.), meaning standard ad formats are ignored.
Advertisers using interactive CTV formats (product galleries, QR codes, overlays) see 71+ seconds of additional viewer engagement.
What You Should Do: If you're advising small businesses on media spend, start shifting conversations toward CTV now.
Highlight interactive ad options (not just standard 30-second spots).
Show clients that QR codes in CTV ads drove 3x growth in engagement this year compared to last.
Pinterest Acquires TvScientific, Enters CTV Advertising
Pinterest just acquired CTV platform TvScientific, bringing performance marketing precision to connected TV.
This is major for small business advertisers—Pinterest is combining its 600M user intent data with CTV reach, making TV ads measurable like digital ads (conversions, ROI, etc.).
Roll-out expected mid-2026, first in the US.
What You Should Do: Watch this space.
When Pinterest's CTV offering launches, small businesses that use Pinterest for e-commerce and retail will suddenly have access to performance-based TV advertising.
This is a game-changer for local retailers, restaurants, and service businesses.
Instagram Launches "Your Algorithm" Controls—Users Can Now Customize Their Feed
Instagram is rolling out new algorithm controls that let users remove and add topics to tweak what they see in Reels.
Additionally, Meta introduced AI-powered creator partnership tools that help brands find creators and turn organic posts into ads at scale—with no manual permissions work needed.
What You Should Do: Remind your small business clients that Instagram is favoring authentic, original content over reposts.
If they're using Instagram for business, focus on creating genuine, high-quality Reels in their niche.
If they work with micro-influencers, the new creator partnership tools in Meta make collaboration much easier.
Google Gemini Now Shows Local Business Info with Photos and Ratings in Search
Google's Gemini AI can now answer local search questions with rich visual results—pictures, ratings, and real business info pull directly into search results. Users get a faster, more visual answer without leaving Google.
What You Should Do: Make sure your business photos on Google Business Profile are high-quality and current.
Good photos mean better visibility in these new AI-powered search results.
This is another reason why GBP photo optimization matters.
Optimize Your GBP Photos for AI-Driven Local Search Visibility
Google is increasingly using images in local search results and AI summaries. Here's how to get it right:
Step 1: Log into your Google Business Profile and go to "Photos"
Step 2: Upload 10-15 high-quality photos of your actual business—storefront, interior, team, products/services in action. Use your phone camera, not stock photos.
Step 3: Delete or replace any blurry, poorly lit, or overly branded stock photos. AI systems can detect fake/stock images and they hurt your visibility.
Step 4: Encourage staff and satisfied customers to add photos using your business name. More authentic photos = higher ranking in visual results.
Expected Result: Better visibility in Google's new AI-powered local search results and in Gemini answers. You'll show up with images when people search for your type of business in your area.
Multiscreen Advertising Is Now Table Stakes for Businesses
The big story this week: every major platform is doubling down on cross-screen capabilities.
Pinterest just entered CTV.
Google Gemini shows results from multiple channels. Instagram is integrating more with Meta's ecosystem.
Radio + digital audio combos are proving 20%+ reach lift over single-channel buys.
For small businesses, this means the "pick one channel" approach is dead.
Winning campaigns in 2026 will combine Google Business Profile optimization + local SEO + CTV/digital radio ads + social media.
Businesses that own their local presence across all these channels will dominate.
This is your biggest opportunity to differentiate your advisory position with small business clients—help them see their marketing as an integrated system, not isolated channels.
eMarketer: "CTV Takes the Lead as Marketers Adapt to Multitasking Audiences" (Dec 2025)
Marketing Dive: "Pinterest Expands Into CTV Advertising with TvScientific Acquisition" (Dec 2025)
Innovid 2025 CTV Benchmarks Report
Local Dominator: "SEO News Roundup (December 8-14, 2025)"
Birdeye: "Follow 2025's Google Business Profile Guidelines"
ALM Corp: "Google December 2025 Core Update: Complete Recovery Guide"
EmbedSocial: "Google Business Profile New Features and Updates 2025"
Search Engine Journal: Local Search News (Dec 2025)
Instagram/Meta Business Updates
This weekly roundup keeps you sharp on local marketing updates, Google Business Profile changes, CTV/digital radio trends, and tactics you can implement immediately. Published every Wednesday at 9 AM EST.