Local SEO
Google Business Profile Performance, Moving Locations, Q&A Changes, Departments and Multiple Countries
The profile isn’t set-and-forget. These are the changes and reports owners ask about most.
Google’s performance reports show how people find and interact with your profile on Search and Maps. Life changes, such as moving or opening abroad, need careful edits so you don’t lose the history you’ve built.
Google has also changed some features, including the questions and answers section.
Short answer: Business Profile performance shows views, searches and interactions such as calls, website clicks and direction requests for verified profiles, with date ranges and downloads; an Insights feature may offer recommendations. When you move, edit the address on your existing profile rather than creating a new one, and expect possible re-verification. Google discontinued the Q&A API in November 2025 and its Q&A help page is no longer available, so answer common questions on your website and in your profile details. Departments and locations in other countries follow the same one-profile-per-real-location rules.
Key Takeaways
- Performance data is for verified profiles only.
- Edit the address when you move; don’t create a duplicate.
- Q&A has changed; put answers on your site and profile.
- Departments get profiles only under Google’s rules.
- Profile and website work together; neither replaces the other.
Reading performance and insights
- Views and how people found you (search vs Maps, the searches used).
- Interactions: calls, messages, bookings, direction requests and website clicks.
- Set date ranges and compare periods; download data for several profiles at once.
- Insights, where available, gives recommendations based on public information such as reviews, photos and local trends.
- Track calls and leads on your website too (dashboards and attribution).
Moving your business
- Edit the address on the existing verified profile when you move; one profile per business keeps your reviews and history.
- Expect that a significant change may require re-verification.
- Update your website, citations and other listings the same day.
- If you closed one location and kept another, mark the old one closed instead of moving it.
- Service-area businesses can update the hidden address and service areas (service-area businesses).
Q&A changes
Google discontinued the Business Profile Q&A API on November 3, 2025, and the Q&A help article has since been removed from the Business Profile Help Center. Reports describe AI-generated answers based on your website, reviews and listing details appearing in its place. Whatever form it takes, the safest approach is to answer common questions clearly on your website and keep your profile details complete (local businesses and AI search). Messaging features have also changed over time; check what your profile currently offers.
Departments and multiple countries
- Departments (such as a dealership’s service department or a hospital unit) can have their own profiles only under Google’s department rules, typically with distinct categories and public entrances.
- Practitioners can have their own profiles if public-facing and contactable at the location.
- Each real location in another country gets its own profile with local address, phone and hours; no virtual offices.
- Link each country’s profile to the matching country page on your site (international expansion).
Business Profile vs website
For local searches, the profile often gets the first interaction: calls, directions, reviews. The website supports relevance and prominence, answers detailed questions and converts visitors who want more. Google’s local ranking guidance names both complete profile information and how well-known a business is across the web. Invest in both (local vs organic SEO).
For help with a move, multiple locations or reading these reports, see our Business Profile optimization service.
Frequently asked questions
Why can’t I see performance data?
Performance is available only for verified profiles, and you must be signed in to the managing account.
Will I lose reviews if I move?
Not if you update the existing profile’s address rather than creating a new one.
Can customers still ask questions on my profile?
Google has changed Q&A; check your profile and put answers to common questions on your website.
Want help with local SEO?
We audit your Business Profile, location pages and local signals, then fix what’s holding your visibility back. No ranking guarantees, just clear work you can check.
Sources
- Google Business Profile Help: Understand your Business Profile performance and insights
- Google Business Profile Help: Edit your Business Profile
- Google Business Profile Help: Guidelines for representing your business
- Google Business Profile Help: Tips to improve your local ranking
Last reviewed October 19, 2026.
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