Update: August 1st – Google has confirmed that a fix for the issue was deployed on July 28. We’ve been monitoring the situation closely and can confirm that incoming data appears to be normal again as of July 29. That said, there is still no sign of a data backfill at this time.
We spotted a noticeable decline in both mobile and desktop search impressions across multiple GBP accounts on June 25th, but actions and engagement stayed steady. At first glance, it could be tied to the June 2025 Core Update, which officially launched on June 30, five days later.
June 2025 Core Update
Google’s Core Update, officially announced on June 30, 2025, is expected to continue rolling out over three weeks, longer than usual. Initial industry tracking tools (e.g., Semrush, Mozcast, Sistrix) are already capturing ranking fluctuations, indicating volatility. SEO experts at Seroundtable have seen early surges and drops in site visibility data across various verticals as early as July 2.
Keep in mind that:
- Core updates typically do not cause immediate impact on the announcement day, but within the first several days.
- Earlier fluctuations observed between June 24-28 may or may not be directly linked to the announced core update.
- While some users may initially point to the arrival of AI Overviews as a possible reason for the drop in impressions, we’re seeing this trend even in markets where AI Overviews (or Google’s AI mode) have little to no visibility, suggesting that’s not the driving factor here.
- These fluctuations are regarding the SERPs and not Google Business Profile, but one can assume that there is a strong possibility that those two are connected!
So… what’s going on, Local SEO?
After digging in, here’s what might explain the dip:
- Possible GBP reporting issues – Google has had glitches before (e.g. “call click” data freezing in June). This could be something similar.
We’re keeping an eye on it, and if you’re seeing something similar, you’re not imagining things.
Is this limited to certain industries or across the local SEO landscape?
So far, the drop in impressions seems to be affecting a broad range of industries – from clothing retailers and law firms to employment agencies. That said, it’s not hitting everyone. Interestingly, the sharpest declines appear to be in mobile search impressions, while other metrics remain steady. Based on what we’re seeing, this looks like a wider issue across the local SEO landscape rather than something industry-specific.
Possible Causes of the Impression Drop
Based on current data and user feedback, here are the primary theories:
- Google Reporting Glitch: Google Business Profiles have historically encountered reporting anomalies, such as the “call click” data freeze experienced in June. This current drop could similarly be attributed to a reporting issue rather than an actual decline in visibility.
- Unconfirmed Algorithm Tweaks: Several reports noted volatility in search results starting around June 24-28, days ahead of the official Core Update announcement. While Google typically claims core updates begin precisely when announced, it is common for smaller algorithmic adjustments to precede major updates.
- Seasonal Factors (U.S. Only): While the July 4th holiday may partially explain drops in impressions for U.S. businesses, international data suggests this isn’t the sole explanation.
- Unreliable Source: Impressions have never been the most reliable metric, especially as Google periodically recalibrates what counts as an impression
Insights from the Community
Discussions on industry forums reveal widespread experiences:
- National Retailer (U.S.): Noted a large, uniform decrease in GBP search impressions starting around June 25. Initially attributed this to seasonal variance around the July 4 holiday, yet website traffic and sales remained unaffected.
- Italy-based Businesses: Reported consistent impression declines across multiple sectors and locations, confirming the international nature of the issue.
- Community Members’ Observations:
- Veronica noted similar trends across Italian retail clients, spanning both desktop and mobile searches.
- User Willy Evans observed matching declines, questioning if this might hint at an early rollout of Google’s Core Update.
What to do now?
Don’t panic. While Google continues its core update rollout and resolves potential reporting issues:
- Monitor Closely: Keep a close eye on your GBP metrics, especially search impressions.
- Track your impressions, check for any manual changes made around the 25th (like holiday hours or content updates), and keep an eye on further shifts as the core update continues to roll out in July.
- Avoid Immediate Panic: If website traffic, sales, and engagement metrics remain stable, your actual visibility may not have changed.
- Review Changes Carefully: Ensure no unintended changes (e.g., bulk updates, holiday hours) have coincided with the drop.
- Stay Connected: Engage with community forums and industry updates to gauge broader impacts.
Final Thoughts
Right now, it’s too early to say definitively what caused the sharp drop in Google Business Profile impressions around June 25 – but it’s clear you’re not alone. Whether it’s a reporting glitch, early algorithm tweaks ahead of the June 2025 Core Update, or something else entirely, the key is to keep monitoring your data without jumping to conclusions.
If your conversions and website traffic are stable, there’s likely no cause for alarm, even if your GBP impressions dipped. Keep your profiles updated, stay active in community conversations, and stay tuned. As more data surfaces over the coming weeks, we’ll all get a clearer picture of what’s going on in the local search landscape.
Have you seen something similar? We’d love to hear from you. Drop us a message or join the conversation on LinkedIn.
