What's New in SEO: 3 Google Updates and Why They Matter
Google continues to raise the bar when it comes to trust, visibility, and local discovery – and if you're not keeping up, you're leaving traffic (and sales) on the table.
Here are the three biggest SEO updates from April 2025, and what they mean for your business.
Google’s New Merchant Opportunities Report
More visibility, more trust, more conversions.
Google has replaced its old Shopping tab listings report with the new Merchant Opportunities Report, now live in Search Console. It’s designed to help product-based businesses enhance their listings and drive more qualified clicks.
What to optimise:
- Accepted payment options (e.g. Google Wallet, PayPal)
- Verified reviews from platforms like Trustpilot and Google Customer Reviews
- Detailed shipping and return policies for each market you sell in
Why it matters: These improvements increase your eligibility to appear in high-value placements and boost trust at the critical moment of purchase.
AI Is Cleaning Up Google Reviews
Google’s Gemini AI is cracking down on fake reviews – and that’s great news for honest operators. In 2024 alone, over 240 million reviews were removed for violating policy.
How it's working:
- Flagging suspicious edits like sudden business name changes
- Blocking and removing fake 5-star reviews
- Alerting users when fake reviews are removed (currently US, UK, India)
What it means for you: If you’re building trust the right way, your reputation is safer – and more valuable – than ever.
Google Maps Is the New Local Search Engine
According to BrightLocal, 20% of all local searches now happen in map apps like Google Maps and Apple Maps – and this number is even higher for Millennials (21%) and Gen Z (18%).
What users care about:
- Up-to-date contact details and trading hours (crucial for 85% of users)
- Directions – nearly half of searches lead directly to an in-person visit
The takeaway: Your local listings aren’t just nice to have – they’re a top-of-funnel sales driver. Keep them accurate, complete, and regularly updated.
PH Digital: Your SEO Partner for 2025 and Beyond
From product listings and structured data to local SEO and review strategies, SEO is no longer just technical – it's commercial. If your content, listings, and reviews aren’t being optimised, you’re missing out on traffic that’s ready to convert.
At PH Digital, we help growth-focused businesses get found, get chosen, and get ahead – with smart, future-ready SEO strategies that integrate with the rest of your performance mix.
Let’s talk about making your SEO work harder for your business.