Search is changing rapidly. With AI powered results, conversational search assistants, and large language models (LLMs) influencing how customers discover businesses, your Google Business Profile (GBP) has become more important than ever.

Where traditional SEO once focused heavily on websites alone, today your business listing itself is a primary ranking asset. It helps determine whether your business appears in map results, voice searches, AI summaries, and recommendation style responses across search platforms.

If you want to stay visible as search evolves, here’s exactly what you should be doing to optimise your Google Business Profile right now.

Why Google Business Profile Matters More in the AI Era

AI search tools don’t behave like traditional search engines. Rather than scanning an index of web pages and ranking them based on E-E-A-T guidelines and keywords, LLMs pull structured data directly from those sources to generate instant answers. 

Your Google Business Profile feeds heavily into that data. 

It contains the kind of information AI relies on to understand and recommend businesses, including:



• Your services and categories
• Customer reviews and ratings
• Opening hours and availability
• Location and proximity signals
• Photos and visual proof of your business
• Frequently asked questions and answers
• Overall consistency across the web

So when someone searches for something like:

• “Best dentist near me open today”
• “Reliable accountants in Leeds”

AI tools often pull directly from business listings, especially Google profiles, to decide which businesses to feature.

That means your visibility isn’t just about having a website anymore. If your listing is incomplete, outdated, or unclear, you’re far less likely to appear in:

• Map results
• Voice search responses
• AI generated summaries
• Local recommendation panels
• Zero click searches

Step 1: Make Sure Your Core Business Information Is Complete

Before getting into more advanced optimisation tactics, you need to get the fundamentals right. It might not be the most exciting part, but it’s absolutely essential.

Think of your Google Business Profile as a puzzle. The more complete it is, the clearer the picture becomes, not just for customers, but for search engines and AI systems too.

At a minimum, your profile should include:



• Your exact business name (consistent with your branding)
• A correct and up to date address
• A local, reachable phone number
• A working website link
• Accurate opening hours, including holidays
• A well written business description
• One clear primary category and several relevant secondary ones

Google actively rewards listings that are fully populated and regularly maintained. AI systems follow the same logic; they prioritise data they can trust. An incomplete profile sends the opposite signal. It creates uncertainty, and uncertainty reduces your chances of being shown.

Step 2: Choose the Right Business Categories

Categories might seem like a small detail, but they carry a lot of weight in local search rankings.

Your primary category tells Google exactly what your core service is. It’s one of the strongest signals used to determine when your business should appear. Secondary categories then expand your reach, helping you show up in related searches.

For example, if you simply label your business as a “Consultant,” you’re giving very little context. 

But if you refine that into:



• Primary: Digital Marketing Agency
• Secondary: SEO Agency, Marketing Consultant, Advertising Agency

you’re suddenly much more relevant to a wider range of searches.

You need to be accurate and specific. The clearer you are about what you do, the easier it is for search engines (and AI) to match you with the right customers.

Step 3: Add Services and Products Properly

Service lists help AI understand exactly what you offer.

Instead of relying only on: “We provide plumbing services”, list individual services like:



• Boiler installation
• Emergency plumbing
• Leak detection
• Bathroom fitting
• Radiator repair

Step 4: Keep Your Opening Hours Accurate

It sounds simple, but accurate opening hours can make or break your visibility, especially in time sensitive searches.

Search engines are constantly trying to provide the most useful, relevant results. If someone is searching for a service “open now,” Google will prioritise businesses that clearly meet that need.

If your hours are missing, outdated, or incorrect, a few things can happen:



• Your listing may not appear at all in those searches
• Customers may lose trust if they arrive and find you closed
• AI systems may deprioritise your listing due to unreliable data

Make it a habit to regularly check and update:

• Holiday hours
• Seasonal changes
• Temporary closures

Step 5: Upload Photos Regularly

When potential customers are comparing options, visuals help them build trust quickly. They want to see what your business looks like, who they’ll be dealing with, and what kind of results they can expect.

Uploading high quality, relevant images can:



• Increase engagement with your listing
• Improve click through rates
• Strengthen credibility
• Signal activity to Google and AI systems

The best profiles regularly add:

• Exterior shots to help people find the location
• Interior images to showcase the environment
• Team photos to humanise the business
• Products and services in action
• Before and after transformations

Fresh content tells Google that your business is active and active businesses rank better.

Step 6: Collect and Respond to Reviews Consistently

Reviews are one of the strongest local ranking factors today.

From an AI perspective, they provide real world validation. They show:



• What services you offer
• Where you operate
• How customers experience your business

Encouraging customers to leave detailed reviews can make a big difference. For example:

“Great emergency plumber in Bradford, arrived within 30 minutes.”

That kind of review contains valuable context that AI systems can use to match your business to relevant searches. Just as important is how you respond.

Replying to reviews, both positive and negative, demonstrates:

• Engagement
• Reliability
• A commitment to customer service

All of which contribute to stronger trust signals and better visibility.

Step 7: Use the Q&A Section Strategically

The Q&A section is often overlooked, but it’s a hidden opportunity to strengthen your profile.



Instead of waiting for customers to ask questions, you can proactively add your own and provide clear, helpful answers.

Think about the kinds of things customers typically want to know:

• Do you offer same day appointments?
• Are quotes free?
• Is parking available?
• Do you operate on weekends?

Step 8: Publish Regular Google Posts

Google Posts allow you to share updates directly within your profile, almost like a built-in social feed. They’re a great way to show that your business is active and evolving.

You can use them to highlight:



• Special offers
• New services
• Company updates
• Events
• Seasonal promotions

For example: “Now offering same day boiler servicing across Leeds.”

Regular posting sends a strong signal that your business is current, engaged, and worth showing to users.

Step 9: Keep Your Business Description Natural and Detailed

Your description helps AI understand:



• who you are
• what you do
• where you operate
• who you serve

A strong description should include:

• your services
• your location
• your experience
• what makes your business different

Avoid keyword stuffing. Write naturally and clearly instead.

Step 10: Ensure Your Business Details Match Across the Internet

Consistency across directories matters more than ever. AI models compare multiple sources before trusting business information.

Make sure your:



• name
• address
• phone number

match across:

• directories
• maps platforms
• social profiles
• industry listings

This strengthens your location authority signals.

Step 11: Add Booking, Messaging, and Interaction Features

Google increasingly rewards businesses that make it easy for customers to take action. Features like messaging, booking, and appointment links send positive engagement signals.

By enabling these, you:



• Reduce friction in the customer journey
• Increase the likelihood of conversions
• Show Google that users are interacting with your listing

The easier it is to contact or book with you, the better your profile will perform.

Step 12: Think Beyond Google Optimise for AI Discovery

While Google is a major player, it’s no longer the only place your business data lives.

AI powered tools pull information from a wide range of sources, including:



• Business directories
• Review platforms
• Mapping services
• Industry databases

To stay competitive, you should aim for:

• Consistent listings across multiple directories
• Active review generation on different platforms
• Accurate, structured data everywhere your business appears

The more aligned your information is across the web, the stronger your overall presence becomes.

The Future of Local Search Is Listing Led

Your Google Business Profile is now a primary search visibility asset.

Businesses that:

• keep listings accurate
• add services properly
• collect reviews consistently
• upload photos regularly
• stay active with updates

are far more likely to appear in AI-generated results and recommendations.

As search continues to evolve, the businesses that treat their listings like living digital storefronts will stay visible while others slowly disappear from local discovery.

Not sure where to start?

At Infoserve, our Listing Manager allows you to manage your listings from one place. We help you increase your search visibility, manage reviews and posts, stand out on Apple Maps and even optimise for voice search, so you continue to profit from your online presence. 

Written by Daniel Bland, Listing Product Lead