Google Business Profile in 2025: everything UAE businesses need to know
New features, updated algorithm, increased weight given to reviews. What Dubai and Abu Dhabi businesses need to stay visible on Google Maps.
Google Business Profile has seen major changes in 2025. If you have not reviewed your listing in the past few months, you are likely missing out on features that can give you a real competitive advantage on Google Maps in the UAE. Here is a comprehensive overview of everything that has changed.
New features to activate in 2025
Google has launched several updates for GBP listings: automatic highlighting of businesses with high review response rates, real-time display of promotions in local results, and the ability for customers to ask questions directly on the listing. These features are active by default but require active management to get the most out of them.
The 2025 algorithm: reviews matter more than ever
According to the latest local SEO analyses, the weight of reviews in Google's local ranking algorithm has increased significantly in 2025. It is no longer just the average rating and volume that count — the regularity of responses, the freshness of reviews, and the richness of review content are all factors that Google now actively analyses.
What you need to do right now
The fundamentals remain: accurate categories, recent photos, up-to-date opening hours, optimised description with local keywords. But in 2025, add: regular Google posts (at least once a week), fast review responses (within 24 hours), and activation of direct messaging for booking requests. Google also penalises purchased or fake reviews — the only sustainable strategy is authenticity.
MyReply continuously adapts to changes in Google Business Profile to ensure your responses are always optimised for the algorithm — without you or your team needing to track every update.