""Website" button on the Google Business Profile is being replaced with "Nearby." Instead of sending travelers directly to your official site, Google is keeping users inside Maps, steering attention toward other Sponsored listings and partners. This experiment could further limit direct traffic from Google Business Profiles - especially for hotels that rely on Maps discovery."
"Google has removed the visit website button from the first screen of the Google Maps hotel results. Instead, you first need to click on the "Check availability" to get to the visit website button."
""Website" button on the Google Business Profile is being replaced with "Nearby." Instead of sending travelers directly to your official site, @Google is keeping users inside Maps, steering attention toward other Sponsored listings and partners.This experiment could further... pic.twitter.com/eeygzWpS0e- Brad Brewer (@Brad_Brewer) November 11, 2025"
Google removed the Visit website button from the initial Google Maps hotel result screen and replaced it with a Nearby control on the Google Business Profile. Users must click Check availability before Visit website links become visible. The change keeps users inside Maps and redirects attention toward sponsored listings and third-party partners. Hotels may see reduced direct referral traffic and fewer direct bookings from Maps discovery. The update could disproportionately affect properties that rely on Google Maps visibility for bookings and organic traffic. Monitoring referral metrics and search behavior will be important to quantify impact and inform distribution strategy adjustments.
Read at Search Engine Roundtable
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