Search news
Google appears to be switching on “Book online” buttons for more local businesses on Search and Maps, including some that never set up a booking system. Some buttons work, some point at a contact page and some have led to an error. Here is what has been reported, why it matters and how to check your own profile.
By Web Builder Agency · · 5 min read
What has been reported
On 9 November 2026, Search Engine Roundtable reported that Google may be adding booking links to some Business Profiles automatically. Editor Barry Schwartz found a booking link had appeared on his own company’s profile, and local search specialists Joy Hawkins, Brandon Schmidt and Syed Amir said on Friday 6 November that they were seeing the same on more profiles, including a home care business and home services businesses with no booking software connected.
Where a business already had a booking link or booking software set up, the button worked. Where the button pointed to Google’s own reservation pages, some people saw a 500 error instead of a booking form. Syed Amir also noticed that simply adding a website’s contact page in the Booking link section of a profile was now enough to show a “Book online” button. Previously, that button seemed to need one of Google’s approved booking partners.
Google has not announced a change, so treat this as something seen in the wild rather than a confirmed new feature.
Why this matters for UK small businesses
For trades, clinics, salons, consultants and other local service businesses, the Business Profile is often the first thing a customer sees, before your website. A prominent “Book online” button is a strong invitation to act. If it leads somewhere useful, that is a free extra route to enquiries. If it leads to an error, a third-party site you did not choose or a contact page that says nothing about booking, you lose the customer at the moment they were ready to get in touch.
It also affects how people judge you. A broken button on Google looks like a broken business, even when the fault is not yours.
How to check your profile in five minutes
- Search for your business name on Google and in Google Maps on your phone, and look for a “Book online”, “Book” or “Schedule” button.
- Tap it and note exactly where it goes: your own booking page, your contact page, a third-party site or an error.
- Open the Booking section of your profile. Google’s help page says you can add up to 10 links per category and set one as your “Business preferred” link.
- If a third-party provider you did not choose appears, Google says you need to ask that provider to remove it. If they have not done so within 5 business days, you can report it to Google.
- Repeat the check every few weeks, because links added through partners can change without you being told.
Make the page behind the button worth clicking
Whatever your button points to, the page behind it needs to do one job well. It should say clearly what can be booked or requested, with a starting price where you can. It should load quickly on a phone, have a short form that works, and show your opening hours, service area and how quickly you reply. Reviews, examples of your work and recognised credentials help people trust you enough to press send.
If your contact page is just an email address and a map, improve it before Google sends more people to it. Our guides on why your website is not showing on Google and why your website is so slow cover the basics, and our local SEO services keep your Business Profile, local pages and contact details consistent.
What to do next
If you are not sure whether your Business Profile, your website and the page your buttons point to are working together, get an outside view. Our £99 SEO audit checks your whole site, including speed, mobile usability, forms and local visibility, with a prioritised report within 1 working day. If the landing page itself needs work, our award winning website design starts from £1,000, and our lead generation pages are planned around one easy next step.
Not sure where your Google buttons lead? Get your whole site reviewed for £99, with prioritised fixes within 1 working day. Book a site audit for only £99.
Want help getting your profile and website working together? Our local SEO services are included in our monthly SEO plans, from £500 a month.
Quick answers
Why has a “Book online” button appeared on my Google Business Profile?
Google can show booking buttons through approved booking partners, and recent reports suggest it may now be showing them on more profiles, including when a contact page has been added in the Booking link section. Google has not announced a change, so check where your button goes.
How do I change the booking link on my Business Profile?
Open your profile on Google Search or Maps, go to the Booking section and add, edit or remove your own links. If you have several, you can set one as your preferred link.
How do I remove a third-party booking link I did not add?
Google says you need to contact the third-party provider and ask them to remove it. If they have not removed it within 5 business days, you can report it to Google.
