Google Updates Service Area Business Guidelines Don’t Add Countries Or States

Posted on June 25, 2025
Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article

TL;DR Summary of Google Updates Service Area Guidelines for Business Profiles

Google has revised its service area guidelines for business profiles, explicitly stating that you should not add entire countries or states as service areas. The update emphasizes that service areas should be limited to a reasonable distance, typically within about two hours’ driving time from the business location. This change aims to make service area definitions more precise and relevant for users searching locally. Businesses need to adjust their profiles accordingly to comply with these new rules.

Optimixed’s Overview: Enhancing Local Accuracy with Google’s Revised Service Area Rules

Key Updates to Google’s Service Area Business Guidelines

Google’s recent update to its service area guidelines for business profiles introduces important changes designed to improve local search accuracy and user experience. The most significant modification is the removal of the option to list entire states or countries as service areas. Instead, businesses are encouraged to define service areas that reflect their real geographic reach.

Detailed Breakdown of the New Restrictions

  • Prohibited Service Area Entries: Businesses must no longer include broad regions like whole states or countries in their service area listings.
  • Distance Limitations: Service areas should generally not extend beyond approximately two hours of driving time from the business’s physical location, maintaining relevance for local searches.
  • Flexibility Note: While the two-hour guideline includes some flexibility, the new prohibition against states or countries is firm.

Implications for Businesses and Local SEO

This update encourages businesses to more accurately represent their true service range, which can enhance local search rankings and user trust. By avoiding overly broad or misleading service areas, businesses can better connect with customers in their actual operating zones, improving lead quality and engagement.

To comply, businesses should review and update their Google Business Profile settings, ensuring their service areas align with these updated guidelines and reflect their genuine service capabilities.