If you’re seeing ranking swings right now, you’re not imagining it—Google has officially released a new core update. Google launched the December 2025 core update, and they note the rollout may take up to 3 weeks to complete, which can lead to noticeable volatility while it’s still rolling out.

At the same time, Google is pushing harder into AI experiences. Gemini can use public information from Google Maps to help people find places and surface business details like websites, ratings, and opening hours—which means GBP/Maps-style business information can appear inside Gemini answers, not only in traditional search results.

So what do you do when google core update local SEO feels unstable? You don’t chase every movement—you double down on fundamentals that help Google understand your business clearly, starting with accurate and complete local business information.

What’s changing right now

1) A new Google core update = temporary volatility

Core updates are broad changes to Google’s ranking systems. When a rollout is active, it’s normal to see fluctuations—sometimes daily—before patterns stabilize. Google’s own documentation recommends focusing on long-term quality and usefulness rather than quick fixes aimed at “the update.”

FS takeaway: treat volatility as a weather pattern, not a verdict. Measure trends weekly, not hourly.

2) Gemini is blending AI answers with local data signals (Maps/GBP)

Google is increasingly blending AI experiences with trusted data sources. In Gemini experiences, Google can surface business/place information powered by Google Maps—hours, locations, and other place-based details—inside the AI flow.

FS takeaway: your Google Business Profile isn’t just a “Maps listing” anymore—it’s a core input into how you may appear inside AI-assisted discovery.

Why this matters for home service businesses

Home service search is high-intent by nature. People aren’t casually browsing “roof repair near me” for fun. They’re trying to solve a problem—and Google’s job is to confidently surface the best local options.

When google core update local SEO volatility hits, the businesses that hold (or gain) visibility are usually the ones with:

clean, consistent local signals (accurate business info everywhere)
strong trust indicators (reviews, photos, real-world engagement)
content that matches intent (service pages that answer questions clearly)
a living, active Google Business Profile (not a “set it and forget it” listing)

And now, with Gemini pulling in place details and local context, the “visibility surface area” gets bigger. It’s not just the ten blue links. It’s local pack + AI + Maps + brand trust.

The core update survival plan: patience + consistency

Here’s the playbook we’re recommending for home service teams during a core rollout.

Step 1: Lock down your Google Business Profile fundamentals (today)

If Gemini and local search are leaning harder on Maps-backed data, your GBP needs to be airtight. Gemini can use place-based information in responses, so outdated or incomplete details become a real business risk.

Do this checklist now:

NAP consistency: ensure your name, address, phone match your website and major citations
Primary category: confirm it’s your real core service (not “Contractor” if you’re truly “Roofing Contractor,” etc.)
Services: add services with clear, user-language naming (not internal jargon)
Service area: confirm it matches where you actually operate (don’t overreach)
Hours: accurate + holiday exceptions set ahead of time
Attributes: only what’s true (don’t “keyword stuff” attributes)
Photos: fresh, real jobsite photos (not stock)
GBP description: clear, specific, human-readable (no fluff)

FS rule: accuracy beats creativity in GBP fields. Gemini can’t “recommend” what it can’t confidently understand.

Step 2: Reviews aren’t optional—tighten your review engine

During algorithm turbulence, trust signals matter more, not less. Your review profile helps both rankings and conversions, and it’s one of the easiest levers to control without touching your website.

What “optimized reviews” actually means (without being spammy):

ask for reviews right after job completion
encourage customers to mention the service + city naturally (“We hired them for a water heater install in Denver…”)
respond to reviews consistently (short, real, professional)
don’t generate fake reviews, don’t incentivize in ways that violate platform guidelines

Simple weekly target: steady review velocity beats big spikes.

Step 3: Publish fresh photos + GBP posts (consistently)

If your GBP is the “front door,” photos and posts are proof you’re active and real.

Weekly cadence we like:

Photos: 5–15 new photos/week (before/after, team, trucks, process, finished work)
Posts: 1–2 GBP posts/week (seasonal maintenance tips, recent projects, limited-time offers, FAQs)

This isn’t about “gaming” anything. It’s about giving Google and users consistent signals that your business is operational, relevant, and trusted.

Step 4: Don’t ignore your website—make your service pages harder to misunderstand

Even in local search, your site reinforces relevance and authority. During a google core update local SEO shakeup, pages that are thin, generic, or unclear can slip.

Fix your money pages first:

one strong page per core service (not one page for “everything”)
clear service area language (Denver, Boulder, Front Range—where relevant)
proof elements: photos, process, FAQs, reviews/testimonials, licensing/insurance info
internal links between related services and city pages (where it makes sense)

Quick win: add an FAQ block on each service page that mirrors real homeowner questions (cost, timeline, warranties, what to expect, emergency availability).

Step 5: Track volatility like a pro (not like a panicked founder)

When a core update is active, rankings can swing. Google itself frames core updates as system-level changes that may take time to fully play out.

What to track weekly (not hourly):

Google Search Console: clicks/impressions on your top service pages
GBP Insights: calls, direction requests, website clicks
lead quality: booked jobs, not just traffic
query themes: what’s rising vs falling (service + city combinations)

What not to do mid-rollout:

rewrite every title tag because you dropped 2 spots
delete pages that “aren’t ranking yet”
switch categories repeatedly on GBP
overhaul site structure without a plan

How to show up inside Gemini-style discovery (the new local reality)

If Gemini is increasingly surfacing place/business info and local context, your mission is simple:

Make Google confident that your business is the right answer.

Gemini can pull in Maps-based details and other sources to help users find places and businesses.
That means your business needs:

correct business identity (who you are)
correct services (what you do)
correct geography (where you do it)
strong trust signals (proof you do it well)

Practical ways to increase “confidence”:

consistent citations (major directories + niche industry sources)
service pages that match GBP services (same wording, same scope)
transparent proof: photos, reviews, licensing, warranties, case studies
structured FAQs (clear Q&A format that’s easy to parse)

This is where “AI search visibility” stops being hype and becomes operational.

Common mistakes we’re seeing during this update

If you remember nothing else from this google core update local SEO moment, remember this list:

Mistake #1: reacting daily instead of improving weekly
Mistake #2: treating GBP like a one-time setup
Mistake #3: publishing generic “SEO blog posts” instead of high-intent service content
Mistake #4: ignoring photos + reviews (the most controllable levers)
Mistake #5: forgetting conversion (rankings don’t pay you—jobs do)

Google is going AI-first, but trust signals still decide who wins

Yes, Google is doubling down on AI experiences—and yes, Gemini surfacing Maps/place details raises the stakes for having a clean, optimized Google Business Profile.

But the “winning formula” hasn’t changed: accuracy, relevance, trust, and consistency.

Let the core update finish rolling out. Don’t chase every swing. Keep strengthening the signals Google already rewards—especially your GBP, reviews, photos, and high-intent service pages.

Want help making sure your business is the one Google (and Gemini) feels confident recommending?

Start with a Google Business Profile Audit & Optimization from The FS Agency to clean up categories, services, photos, and conversion blockers.
And if you want to go deeper into AI visibility, check out FS Answer—built to help home service companies show up when people ask AI tools who to hire.

Get in touch with The FS Agency and we’ll map the fastest, safest next steps for your local visibility.

Amber Hoffman, Founder & CEO of The FS Agency, smiling outdoors, promoting organic visibility strategies for home service businesses.

Amber S. Hoffman

Founder & CEO, The FS Agency
Amber helps home service owners scale smarter through marketing, systems, and strategy — bringing years of leadership and franchise experience.