In January 2025, it seems like Google Search has brought a new update. Many call it “January 2025 Local Search Update”.

So, what is this January 2025 Local Search Update all about?

Well, with this update, Google Search has empowered Google Business Profile listings over the website’s organic search results.

For example, say you have a Google Business Profile listing and in that listing’s website field you have added your website’s URL.

Now earlier, both of your website’s URL and Google Business Profile listing were ranking but now Google Search will only rank the GBP listing.

So, if you are doing Local SEO (on website) and GBP optimization for your brand at the same, then it may happen that your organic traffic might degrade for the Local keywords.

The best way to resolve this issue is simply by changing the GBP profile’s URL to a different one if it is the same as the organic search result.