What Dentists Need to Know About Google’s Updated Business Links Policies
Your Google Business Profile is often the very first thing potential patients see when they search for a dentist online. It’s your digital community bulletin board, showing off your reviews, hours, photos, and (most importantly) links that make it easy for patients to book appointments or get directions.
This September, Google rolled out a Google Business Profile update for 2025 that changes the way links work inside your profile. These updates may sound technical and you might be tempted to ignore the changes, but they have a big impact on how patients find and interact with your practice online.
In this post, we’ll break down what’s new, why it matters for dentists, and how to make sure your profile is fully compliant so you don’t risk losing visibility on Google.
What Changed in Google’s Business Link Policies?
With the 2025 Google Business Profile update, Google tightened its rules around the types of links you can add to your profile. Here’s what dentists need to know:
- Dedicated landing pages: If your practice has multiple locations, each location’s link must point to its own unique webpage. That means no more sending everyone to your homepage or, worse, to the wrong office’s page.
- Direct action completion: Links need to do exactly what they promise. If you list a “Book Appointment” link, it must take patients directly to a booking page where they can schedule, not to a social media page or a generic contact form.
- Crawlability requirements: Google’s crawlers check your links daily. If your site blocks them, has errors, or doesn’t fully load, your links may be removed from your profile.
In short, Google wants your Business Profile to be crystal clear, patient-friendly, and technically sound. That way, patients can get the information they need quickly, and you stay in almighty Google’s good graces.
Why This Matters for Dentists
When it comes to attracting new patients, small details can make a big difference. The 2025 Google Business Profile update can work to build patient trust in your practice’s authenticity.
- Patients expect accuracy. Imagine a new patient clicking your “Book Appointment” button only to land on your Facebook page or a generic contact form. Frustrated patients are less likely to follow through and may click on a competitor instead.
- Local SEO depends on it. Broken, incorrect, or blocked links can hurt your visibility in local search results. Google rewards practices that make it easy for patients to find and complete actions online.
- Multiple locations, higher stakes. If you run more than one office, compliance is critical. A link pointing patients to the wrong location not only confuses them but also undermines your credibility.
In short, clean and compliant links help Google trust your profile, which helps patients trust your practice. Ah, the circle of life.
Common Mistakes Dental Practices Make
Even the best dental practices can trip up when it comes to their Google Business Profile links. With the 2025 Google Business Profile update, these slip-ups matter more than ever:
- Sending everyone to the homepage. If you have multiple offices, your homepage doesn’t help patients figure out which location to visit. Google now requires links to point directly to the correct office page.
- Using social media instead of your website. A “Book Now” button that leads to Facebook or Instagram isn’t compliant and it creates extra steps for patients. Google wants links that complete the action, not redirect somewhere else.
- Broken or blocked pages. If your appointment link goes to a 404 error, or if your website blocks Google’s crawlers with CAPTCHA or redirects, your link could be removed from your profile entirely.
- Shortened or messy URLs. Link shorteners may look clean, but Google can’t always verify them. Direct, transparent links are safer and more effective.
Think of it this way: every unnecessary click is like making a patient fill out one more form in the waiting room. Keep it simple, and everyone’s happier, including Google.
How Dentists Can Stay Compliant
Staying compliant with the 2025 Google Business Profile update doesn’t have to be complicated. Here are a few simple steps to keep your links working the way Google (and your patients!) expect:
Use Dedicated Landing Pages
Create a unique page for each office location, complete with address, phone number, and appointment options.
Test Your Action Link
Click your own “Book Now” or “Call” button to make sure patients can complete the action without extra steps.
Make Your Site Crawler-Friendly
Ensure your dental website doesn’t block Google’s bots with CAPTCHAs, redirects, or IP restrictions. If Google can’t verify your page, it may remove your link.
Check For Errors Regularly
Broken links, 404 pages, or “server unavailable” errors hurt your profile. A quick monthly audit can prevent headaches.
Avoid Shortcuts
Don’t rely on social media links or URL shorteners. Stick with direct, reliable links that point to the right page.
How My Social Practice Helps
Managing your Google Business Profile can feel overwhelming, especially when Google rolls out regular updates with a level of frequency we wish patients would adhere to for dental cleanings. The last thing you need is to lose visibility online because of a broken link or a technical setting you didn’t even know existed. That’s where we come in. (Cue the triumphant musical sting.)
At My Social Practice, we specialize in helping dentists build, manage, and optimize their online presence. Here’s how we make compliance stress-free:
- Full GBP management. We keep your profile updated, accurate, and aligned with Google’s latest rules.
- Local SEO expertise. From dedicated landing pages to appointment links, we ensure your practice is easy for patients to find and trust.
- Ongoing monitoring. We regularly check your links and pages so you don’t have to worry about errors, broken pages, or crawler issues.
- Tailored solutions. Whether you’re a single-office practice or managing multiple locations, we’ll create a strategy that fits your needs.
- Always ahead of trends. Our team stays on top of the latest Google updates, SEO strategies, and innovations in dental marketing — including AI — and immediately incorporates them into your strategy. That way, your practice gains an edge over competitors without you ever having to lift a finger.
With our team handling the details, you can stay focused on delivering great patient care while we make sure your practice stays visible and compliant on Google.
Stay Compliant With the 2025 Google Business Profile Update…and Attract More Patients. Yay!
This latest update may feel like “just another rule from Google,” but in reality, it’s a big opportunity. By keeping your links accurate, functional, and patient-friendly, you not only stay compliant, you make it easier for new patients to choose your practice.
For busy dentists, the technical side of local SEO shouldn’t be another item on your to-do list. That’s why our team at My Social Practice is here to help. From building dedicated landing pages to monitoring your Google Business Profile for errors, we take care of the details so you can focus on what matters most: caring for your patients.
Ready to make sure your Google Business Profile is compliant and optimized? Contact us today for a free consultation and let’s keep your practice at the top of local search results.
Frequently Asked Questions
What is the 2025 Google Business Profile update, and how does it affect dentists?
The 2025 Google Business Profile update introduces new rules for links in your profile, including requirements for dedicated landing pages, direct action completion, and link crawlability. For dentists, this means your appointment, call, or location links must go directly to working pages that Google can verify. Staying compliant helps maintain visibility in local search results and ensures patients can easily connect with your practice.
Can I still link my Google Business Profile to my dental practice’s social media pages?
No, at least not for local business links. As of the 2025 Google Business Profile update, links to social media sites, messaging apps, app stores, or shortened URLs are not allowed. Google requires links that allow patients to complete specific actions (such as booking an appointment or finding directions) to lead directly to your dental website.
How can dentists make sure their Google Business Profile links are compliant?
To stay compliant with the 2025 Google Business Profile update, dentists should use dedicated landing pages for each location, test all action links regularly, and ensure their websites are accessible to Google’s crawlers. Partnering with a dental marketing company like My Social Practice makes it easy to keep your profile optimized, compliant, and performing at its best.
About the Author: Megan Nielsen is an SEO strategist and the Grand Overlord of copywriting at My Social Practice. My Social Practice is a dental marketing company that offers a full suite of dental marketing services to thousands of dental practices throughout the United States and Canada.
