Why You Shouldn't Link to Instagram in the "Website" Field on Your Google Business Profile

Hello, this isKototsuki Design.

For those running local businesses or services, a Google Business Profile is like a “signboard” on the web. I often see people listing social media accounts, such as Instagram, under the “Website” section in the management dashboard.

“I don’t have a website yet, but I update my Instagram every day.”

I really understand that feeling. But actually, when viewed in light of Google’s rules (guidelines), this is a bit of a risky situation.

Google’s Guidelines Requiring an “Official Online Presence”

Google provides the following guidance regarding the “Website” section:

“You cannot provide a phone number or URL that redirects users to a location different from your actual business location or to a landing page different from your actual business website. This includes pages created on social media sites.” (Source: Google Business Profile Guidelines)

The phrase “represents” actually carries a lot of weight. Instagram and Facebook are, after all, platforms we’re borrowing from other companies. To be honest, from Google’s perspective, it’s difficult to view them as “an independent location that represents your store itself.”

Mai Minami, a Google Business Profile Silver Product Expert, also warns about the risks of setting a social media URL from a practical, on-the-ground perspective:

[Warning

] Regarding the “Website” field:

Entering Instagram, Hot Pepper Beauty, or LINE here violates the guidelines.

It’s like speeding—some people get caught, and others don’t.

However, it is a violation of the guidelines. If you do not have your

own website, the correct approach is to leave this field blank. pic.twitter.com/rIl3vD9fYw

— Mai Minami @Store Customer Acquisition (@minamimai_hp) February 2, 2026

Links you post with good intentions might end up hiding your store’s important sign—or, in the worst case, prevent it from displaying at all. “It’s such a waste to let a precious opportunity to connect slip away just because of a single rule.”

“Social media is a place you can’t view without logging in.”

Why does Google place such importance on its own sites? It’s because Google is most interested in ensuring “user-friendliness” for searchers.

Social media posts may have restricted content that isn’t visible to people who don’t have an account or aren’t logged in. Even after going to the trouble of searching on Google and finding your page, visitors run into a wall that says, “Please log in to continue.” This isn’t exactly the best way to welcome customers.

“Open the page instantly and find what you’re looking for right away. That simple, everyday experience is actually the greatest form of kindness on the web.”

What It Means to Have an “Official Website”

Social media is the best tool for conveying the “dynamic” nature of the here and now.

On the other hand, to organize and present unchanging information—such as menus, directions, business hours, and “the philosophy behind our business”—you still need a dedicated website, a “static” platform.

• Social media: Enjoying the
  daily ebb and flow and conversations with customers at “events and markets”
• A website
  serves as the “main store”—a pillar of trust

Google views businesses that effectively distinguish between these two uses as “trustworthy places.”

Summary: Establishing a “sense of security” beyond your storefront

If you currently have your Instagram linked in the “Website” section, there’s no need to force yourself to create a flashy site. Start by setting up an “official presence” with your own domain (address), even if it’s just a single page.