Google Removes SEO Reference Local Ranking Documentation: Subtle July 2025 Changes Signal Potential Algorithmic Shifts
Google has made significant but subtle changes to its local ranking documentation in July 2025, completely removing references to traditional SEO practices from the “Prominence” ranking factor. While some experts dismiss this as editorial cleanup, others view it as a potential signal of algorithmic shifts that could impact local search strategies.
What Changed
The Deleted Sentence
The most significant change was the complete removal of this key sentence from the Prominence factor description:
“Your position in web results is also a factor, so search engine optimization (SEO) best practices apply.”
This sentence had been a cornerstone reference for local SEO practitioners, explicitly connecting traditional SEO practices to local ranking success.
Simplified Prominence Definition
Google also streamlined the factors that contribute to Prominence:
OLD Version: “…links, articles, and directories.”
NEW Version: “…how many websites link to your business and how many reviews you have.”
The updated documentation now states: “Prominence means how well-known a business is. Prominent places are more likely to show up in search results. This factor’s also based on info like how many websites link to your business and how many reviews you have.”
Industry Expert Analysis
The “Editorial Cleanup” Camp
Several prominent local SEO experts believe these changes are purely cosmetic:
- Joy Hawkins (Sterling Sky): “I think the meaning is still the same. They just worded it better.”
- Mike Blumenthal (local search expert): Agreed with Hawkins’ assessment
- William Powell: “Yes! It’s entirely possible they were just tidying up copy. They still have articles that refer to GBP as GMB.”
The “Significant Change” Perspective
However, OMG National and other SEO professionals believe the prominence section changes may indicate important algorithmic shifts, particularly the pointed removal of traditional SEO best practices language.
Broader Context: Google’s 2025 Local Search Evolution
This documentation update doesn’t exist in isolation. It comes amid several significant Google changes in 2025:
Recent Algorithm Updates
- June 2025 Core Update: Completed July 17, 2025, after a 17-day rollout
- March 2025 Core Update: Analysis showed 2.5-3.5% of location-based rankings shifted to non-local pages across multiple industries
- “Diversity Update”: Limits how many times a single domain can appear in top search rankings
Ongoing Local Search Volatility
Local search results have experienced significant volatility throughout 2025, with businesses reporting:
- Dramatic traffic changes starting around June 25, 2025
- Huge declines in impressions and clicks from local rankings
- Shifts in how Google handles location-based versus non-location pages
Implications for Local Businesses
What This Means for Local SEO Strategy
Immediate Impact: The practical impact remains unclear, but the changes suggest:
- Increased Focus on Links and Reviews: These remain the only explicitly mentioned prominence factors
- Potential De-emphasis of Traditional SEO: The removal of SEO best practices language may signal reduced weight for traditional ranking factors
- Simplified Approach: Google appears to be streamlining local ranking factors to core elements
Recommended Actions
For Local Businesses:
- Continue building quality backlinks from reputable websites
- Maintain aggressive review acquisition and management strategies
- Monitor rankings closely for any changes in performance
- Avoid making dramatic strategy changes based solely on documentation updates
For SEO Professionals:
- Track client performance data to identify any ranking pattern changes
- Focus prominence efforts on link building and review management
- Maintain traditional SEO practices until clear performance impacts are observed
Historical Context
Google’s three core local ranking factors have remained consistent since their formal documentation:
- Relevance: How well a business profile matches search queries
- Distance: Proximity to the searcher’s location
- Prominence: How well-known a business is (the factor that was updated)
The prominence factor has always been the most complex and subjective of the three, incorporating both online and offline signals of business reputation and authority.
Conclusion
While Google’s documentation changes may seem minor, the complete removal of traditional SEO references from local ranking guidance represents a potentially significant shift in how the search giant views local search optimization.
The Bottom Line: Whether this represents a meaningful algorithmic change or simple editorial cleanup remains to be seen. Local businesses should continue focusing on building quality links and obtaining positive reviews while closely monitoring their local search performance for any significant changes.
The local SEO community will be watching closely to see if ranking patterns shift in the coming months, which would provide clearer evidence of whether these documentation changes reflect actual algorithmic modifications or merely updated language.
