Google Is Testing Three Business Profile Changes

Over two days, Search Engine Roundtable reported three separate tests that touch how local businesses are managed and displayed on Google. None is a confirmed launch, but together they point in one direction: more reporting, more tools in one place, and more weight on photos.

1. A Revamped Performance Report

Google appears to be testing a redesigned performance section in Business Profiles, reported October 23. Screenshots show an overview with top recommendations, plus sections for engagement, reviews with a more detailed breakdown, search trends and audience. The reporter could not see it himself; two other people shared screenshots and video, so rollout is limited.

2. Google Business Home

Reported October 22, Google Business Home is a beta portal that, per Google's help document, brings together your Business Profile, Merchant Center, YouTube and Ads accounts. The screens described include posts, reviews, performance, locations, a Creative Lab and a Brand Kit, and Google says it will eventually surface insights such as demand surges and seasonal offer ideas. It is a closed beta, available by invitation to select business categories in the US and UK. It also marks a return to a management portal after Google had moved toward editing listings directly in Search.

3. A Photo-First Local Panel

Also reported October 22, Google is testing a local knowledge panel layout that puts business photos at the top, with the name, ratings, description and action buttons below. A local SEO practitioner spotted it and the reporter could not reproduce it. The open question is how it affects clicks, calls and directions.

What to Do Now

Nothing here requires action today, but a few low-effort steps put you ahead if the tests roll out. These are our recommendations.

• Capture a baseline. Export your current Business Profile performance numbers now so you can compare against any new report.
• Audit your photos. If photos lead the panel, the first image matters more. Replace dark, dated or irrelevant shots, and add recent ones.
• Keep reviews and responses current. Reviews get a more detailed view in the test, so response rate and recency will be easier to see.
• Check your invitations. If Google emails you about Business Home, read the terms before connecting Ads and Merchant Center.

Frequently Asked Questions

Are these changes live for everyone?

No. Each was reported as a test or closed beta, and Google has not announced a wider rollout.

Will a photo-first panel change my rankings?

The reporting describes a layout change, not a ranking change. What it may change is what people see first, and therefore whether they click or call.

Do I need Business Home?

Not yet. It is invitation-only, so keep managing your profile as you do today.

Local visibility is the whole point of our Local Visibility service, and our local SEO team keeps profiles current as these tests change. For more context, see our look at 2026 Business Profile data.

Sources: Search Engine Roundtable on performance reports, Search Engine Roundtable on Business Home, Search Engine Roundtable on the panel layout.