Brad Wetherall, former head of Google My Business, reveals insider knowledge about how Google evaluates and ranks business profiles in the evolving search landscape. He shares crucial insights on trust factors, ranking signals, and how AI is reshaping local search strategies.

• Google Business Profile (formerly Google My Business) remains critical despite the focus on AI and LLMs
• The three most important ranking factors are business name, primary category, and reviews
• Consistent review frequency matters more than total volume for ongoing relevance
• Google has an internal "trust" algorithm that evaluates profile owners based on their editing history
• Fake reviews can result in a 90-day review collection ban, making manipulation not worth the risk
• Brand mentions are becoming more valuable than backlinks in the AI era
• The AI overview feature heavily utilizes GBP data, making profile accuracy increasingly important
• Photos should be geo-tagged and added regularly rather than all at once

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Guest Contact Information: 

- https://www.linkedin.com/in/bradwetherall

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The Unknown Secrets of Internet Marketing podcast is a podcast hosted by Internet marketing expert Matthew Bertram. The show provides insights and advice on digital marketing, SEO, and online business. 

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