How Google Ranks Business Profiles: Trust, Reviews & AI with Brad Wetherall

The Best SEO Podcast: Defining the Future of Search with LLM Visibility™

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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linkedin.com/in/bradwetherall

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With over 5 million downloads, The Best SEO Podcast has been the go-to show for digital marketers, business owners, and entrepreneurs wanting real-world strategies to grow online.

Now, host Matthew Bertram — creator of LLM Visibility™ and the LLM Visibility Stack™, and Lead Strategist at EWR Digital — takes the conversation beyond traditional SEO into the AI era of discoverability.

Each week, Matthew dives into the tactics, frameworks, and insights that matter most in a world where search engines, large language models, and answer engines are reshaping how people find, trust, and choose businesses. From SEO and AI-driven marketing to executive-level growth strategy, you’ll hear expert interviews, deep-dive discussions, and actionable strategies to help you stay ahead of the curve.

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1. Introduction to Brad Weatherall (00:00:00)

2. Google Business Profile and Link Building (00:04:12)

3. Trust, Authority, and Verification Process (00:10:32)

4. Reviews: Architecture and Importance (00:19:26)

5. Categories, Services, and Profile Engagement (00:30:08)

6. Brand Mentions vs Backlinks in AI Era (00:54:44)