Key takeaways
- Google removed Q&A from Business Profiles and added Ask Maps, an AI that answers questions in Google Maps.
- FAQ rich results stopped showing in Google search in May 2026. FAQ sections are still useful for people and AI.
- Google added rules against fake and undisclosed incentivized reviews in July 2026.
- A spam update ran from September 24 to October 8, the longest of the year.
- In October Google started adding more website links inside its AI answers.
How I keep this list
Every week I check Google's official channels first: the Search Status Dashboard, the Search Central documentation log, the Google blog and Business Profile announcements. Then I check what the main local search researchers are reporting. Only changes Google has confirmed, or that have solid research behind them, go on this page. Rumors don't.
The 2026 log
| When | What changed | What it means for you |
|---|---|---|
| Oct 15 | Google adds more website links inside AI Mode and AI Overviews, and tests an "official website" section in some answers. | Your own website matters more for AI answers. |
| Oct 1 | Google updates its guidance on AI-generated content to match its quality rater guidelines. | Pages drafted with AI need real, specific substance. |
| Sep 24 to Oct 8 | Spam update, the longest of the year. | Watch for ranking drops if you've bought links or published thin pages. |
| August | Spam update. | Same as above. |
| Jul 24 | Policy added against fake reviews and undisclosed incentivized reviews. | Never pay, reward or gate reviews. |
| Jun 15 | Google says sites don't need an llms.txt file to appear in its AI answers. | Skip anyone selling it as an AI fix. |
| June | Spam update. | Same as other spam updates. |
| May 21 | Core update. | Broad ranking shifts across many sites. Check your traffic around these dates. |
| May 15 | Google publishes a guide to appearing in its AI features and says its spam rules apply to AI answers. | The same fundamentals help in search and AI. |
| May 7 | FAQ rich results stop showing in Google search. | Keep FAQ sections for people and AI, not for special search display. |
| March | Core update. Ask Maps (Gemini in Google Maps) announced. | Your profile, reviews and website now answer questions in Maps. |
| February | Discover core update. | Little effect on local service businesses. |
| Dec 2025 to early 2026 | Q&A removed from Business Profiles. | Answer common questions on your website instead. |
Google can also now call businesses for customers to ask about prices, availability and hours. Correct hours and a phone that gets answered matter more than ever.
What to do about it
- Keep your hours, phone and services correct on Google, Bing, Apple and Yelp.
- Make sure your website answers the questions customers ask, page by page.
- Ask every customer for a review, and never reward or filter them.
- Earn links the honest way, through real local relationships.
Localwise clients don't have to track this. I watch these changes every week and adjust your profile and website when something matters. Start with a free audit.