Author
The insider who built the machine
Brad Wetherall spent over a decade at Google as Director of Support Operations for Google Business Profile, the person directly responsible for organising and running the support infrastructure that sits behind GBP globally. He joined Google in 2013, initially on the Wallet product, and moved to the Maps organisation, where he took ownership of what was then Google My Business and remained its operational backbone until he left in 2024.
That means he didn't study GBP from the outside. He built the processes, led the teams, and watched the algorithm from the inside. When Brad talks about how GBP support works, why suspensions happen, or what signals Google actually uses to validate listings, he's drawing on a decade of operational ownership, not interpretation.
His role at GMBapi.com
Brad advises GMBapi on our GBP services, bringing direct contacts inside the Google Maps organisation and a forensic understanding of how the platform behaves under the hood. For complex verification, suspension, and reinstatement issues, we work closely with Brad because he helped design the systems our customers are navigating.
Speaking engagements
- BrightonSEO San Diego, November 2024: "The Evolution of the Google Business Profile and Its Future Role in the AI Overview" - Speaker profile
- BrightonSEO San Diego, September 2025: "The Knowledge Panel is Your New Homepage" - Session listing
- LocalU Nashville: "Navigating the Minefield: Advanced Google Business Profile Issue Resolution for Agencies"
- Florida Justice Association: "Influencing the Algorithm: Brand Strategies for the AI Age"
- SEO on Air, May 2025: "From Google to Growth: Brad Wetherall on Winning SEO in 2025"
- Merchynt, June 2025: "Learn How To Master AI Search From The Man Who Helped Build Google Business Profiles"
- Local SEO Tactics, October 2025 (EP 244): "Ex-Google Director Reveals the Future of Search"
Publications and Media
- AI Has Made Google Business Profile and The Knowledge Panel Your New Homepage — BrightLocal (October 2025)
- How Does Google GBP Support Really Work? — The Near Memo, EP 189
- Navigating Google Reviews (Part 2) — The Near Memo, EP 190
- How AI Is Changing GBP — YouTube (October 2025)
- What You Need to Know About Google's AI Mode in 2025 — Esquire Digital
- Conversations with Brad Wetherall — Voyage LA Magazine
- YouTube channel — youtube.com/@BradWetherall
- Full profile and consulting services — bradwetherall.com
