AI Search and Local SEO: How Google Business Profiles Influence Visibility

We’ve seen an influx of new inquiries this year seeking help with visibility, and one pattern keeps emerging.

Many businesses neglect their Google Business Profile.

Some have outdated service info or missing hours.

Others haven’t added photos in years.

A few don’t even realize that customers are posting public questions on their profiles that go unanswered.

The problem isn’t always the website or its content. It’s that Google’s AI now relies heavily on GBP data to shape local search results.

When this data is incomplete or out of date, your business gets pushed aside in favor of one that looks more current and complete.

We’re seeing it across industries. If your profile gives Google what it needs, you earn visibility. If it doesn’t, AI fills the gap with a competitor who took the time to get it right.

So what exactly is AI pulling from your Business Profile, and why does it matter so much for local search?

The AI Local Search Connection: How Google Uses Business Profiles

As Google leans more on AI to answer local queries, it’s relying heavily on the data inside your Business Profile.

When someone searches for a nearby service, like “coffee shop open now” or “affordable dentist in Austin,” on Google, the AI is often summarizing information from Business Profiles. It uses your business hours, service categories, reviews, and photos to generate quick, accurate answers.

Even with a well-positioned website, your Google Business Profile data plays a bigger role in determining whether you appear in local results powered by AI.

This is especially true for discovery searches. Statistics show that 86% of all Google Business Profile views come from unbranded, category-based searches, not from people typing in your business name.

This means most users are searching for what you do, not who you are.

If your profile doesn’t clearly reflect your services, location, and reputation, you’re likely to get skipped.

Why Optimizing Your Google Business Profile Drives Better Local Rankings

We all know that Google Business Profile plays a significant role in whether you show up in the map pack.

Now, with AI, it influences Google’s algorithms to feature your business in local search results.

Local ranking is no longer just about proximity or backlinks. Google looks at how complete, consistent, and up-to-date your profile is.

Businesses that maintain detailed profiles are more likely to appear in AI Overviews and top search placements, even if their websites are average or their review volume is lower.

The difference is measurable. Businesses in the top 3 local pack spots typically see:

• 126% more traffic
• 93% more profile actions (calls, clicks, direction requests)

These aren’t just impressions. They translate into customer activity.

When your profile is fully filled out, regularly updated, and aligned with what people are searching for, Google is more likely to show it. It signals that your business is active, accurate, and worth recommending.

What Google’s AI Looks for in Trusted Local Brands

Google’s AI doesn’t just want the best match. It wants a trustworthy one.

We’re seeing a clear pattern across industries.

 The businesses getting the most visibility aren’t always the biggest or the ones with the most reviews. They are the ones that appear active, consistent, and credible.

Some of the key trust signals Google’s AI looks for include:

• Consistent business hours that match across your profile, website, and citations
• Recent reviews that reflect ongoing customer activity
• Photos and videos that show the business is current and operational
• Verified and complete profile fields, including services, location details, and contact info

Research shows that customers are 2.7 times more likely to consider a business reputable when its profile is complete. This kind of trust translates directly into visibility.

Where AI and Local SEO Meet: 5 Steps to Improve Your Google Business Profile

Google’s AI relies on structured, trustworthy data to serve accurate results to searchers, and that includes the information on your Google Business Profile.

You must take the time to complete every field your profile prompts during setup, even if they seem insignificant in the moment. Details like service options, accessibility, and whether you offer Wi-Fi all help Google better understand your business.

The more structured and complete your profile is, the more confidently AI can surface it in local search.

Here are five key areas to focus on:

 1. Select Categories

Choosing the right primary category is one of the most important ranking signals in your Google Business Profile. It tells the search engine what your business does and determines which search terms you’re eligible to show up for.

This isn’t the time to be broad or generic. Be specific and accurate. If you’re an attorney, don’t stop there. Instead, choose “Family Law” or “Divorce Attorney” if that’s your focus. The closer your category matches the intent of the search, the more likely Google’s AI is to include you in the results.

You should then add secondary categories that accurately reflect what your business offers. These help Google understand your full range of services and improve visibility for related searches.

If you’re not sure which categories to choose, tools like BrightLocal and GMB Everywhere can help you audit competitor profiles and identify what’s working in your industry.

The right category is how you get matched to the right customer. And in local SEO, relevance always beats reach.

2. Add Descriptions

Descriptions give Google the language it needs to understand and promote your business. They also help potential customers decide if you’re the right fit.

Start with a clear company description. This should tell people what your business does and who it serves. Keep it short and easy to read, but specific enough to stand out.

Strong company descriptions typically include:

• A plain-language summary of what you do
• Your target customer or industry
• References to your geographic area (city, neighborhood, or region)
• A few keywords people might search for

Then write a service description for each offering listed in your profile. These should be unique, localized, and free of marketing fluff. Google is looking for clarity, not slogans.

Your service descriptions should include:

• A clear explanation of what the service includes
• City or location references (especially if you serve multiple areas)
• Simple, specific language that mirrors how customers search
• Details that distinguish this service from others you offer

These descriptions often appear directly in local results.

If your descriptions are vague or copied from your website, Google is less likely to feature your business. But if they’re clear and specific, they give both searchers and AI the information they need.

3. Build Reviews

Reviews tell Google that your business is active and that people are engaging with it.

Reviews also shape how customers perceive your reputation before they ever click on your site. Google’s AI factors in both the quantity and quality of reviews when determining how prominently your profile should appear.

Make it part of your process to ask happy customers for reviews. Then reply to each one, even the negative ones. This shows that you’re engaged, responsive, and still in business. After all, 46% of consumers say they’re more likely to use a company that responds to all reviews.

A high volume of recent reviews is helpful, but steady activity matters more than bursts. One review every week tells Google a lot more than twenty all at once from three months ago.

4. Citations and Backlinks

Citations are mentions of your business across directories, apps, and trusted local platforms.

These listings help confirm your business information and give Google additional signals that your brand is legitimate and consistent.

Start with high-trust platforms like:

• Apple Business Connect
• Bing Places
• Yelp
• Relevant niche directories and local publications

Source: Apple Business Connect

Make sure your business name, address, and phone number (NAP) are exactly the same across all listings. Even minor inconsistencies in your NAP information can create confusion and weaken your local visibility.

Citations also work hand in hand with backlinks. Links from reputable local sites or media outlets not only drive traffic but also help establish your authority in the eyes of Google’s AI. Focus on accuracy, quality, and relevance over quantity.

Together, citations and backlinks help reinforce your business’s credibility and support your overall presence in local search.

5. Add Photos and Videos

Updated photos and videos show that your business is active, visually trustworthy, and paying attention to detail. Google’s AI favors profiles that are fresh, well-maintained, and visually complete.

Profiles with rich media also see higher user engagement. Listings with photos receive 42% more direction requests and 35% more website clicks than listings without photos.

You don’t need hundreds of photos, but you should have enough to give a complete picture of your business. Profiles with at least 15 photos see higher engagement across clicks, calls, and direction taps than those with fewer images.

Aim for a mix of photos that show your storefront, team, products, services, and real customer experiences. A short video can also help you stand out and build early trust with new visitors.

Keep Your Google Business Profile Fresh

A well-optimized profile is only effective if it stays current. Google’s AI looks for profile completeness and consistent activity.

Outdated information can cost you visibility. If your hours change seasonally or you add new services or photos, make sure your profile reflects those updates. Profiles that appear inactive are more likely to be passed over in favor of businesses that show signs of life.

Think of your profile as a living part of your local SEO strategy, not a one-time setup.

• Add photos and videos regularly
• Refresh service and business descriptions when offerings change
• Monitor and respond to reviews
• Keep business hours accurate, especially around holidays
• Post updates on special events, company news, or seasonal promotions

Regular updates send a clear signal to Google that your business is open, responsive, and ready to serve.

Strengthen Your Local SEO with JS Interactive

Google’s AI now relies on your Business Profile to shape local search results. A complete, up-to-date profile helps you show up more often and earn trust faster.

If you’re ready to take local SEO seriously, we can help.

Our team works with clients to build, manage, and maintain active Google Business Profiles that keep your business visible.

Contact our team today to build a stronger presence and make your Business Profile work harder for you.