Why your Google Business Profile matters for AI search
For a local business, your Google Business Profile might be the most important page you own, and you don't even host it.
Every business I've launched taught me the same thing: what other people say about you counts for more than what you say about yourself. For a local business, nothing captures that better than your Google Business Profile, and AI tools lean on it heavily.
How does Google Business Profile affect AI answers?
Google's AI Overviews and local results draw heavily on Google's own business data: your profile's categories, hours, reviews, photos and Q&A. Other AI tools often pull from the same kind of public listings and review data. A complete, active profile gives all of them consistent facts to work with.
What should I fill in on my profile?
- Primary category. The most specific one that fits. Add secondary categories for your other services.
- Description. What you do and where, in the words your customers use.
- Services and products. Each with a short description.
- Hours, including holiday hours.
- Service area, if you go to your customers.
- Photos of real work, your team and your location.
- Website link pointing to your most relevant page.
How do reviews factor into AI search?
Reviews are social proof for people and evidence for machines. Volume, recency and detail all help. Ask every happy customer, make it easy with a direct review link, and reply to every review, good or bad. Never buy reviews or offer rewards for them. It breaks Google's rules and can get your reviews removed.
How often should I update my profile?
Little and often. Post updates or offers a few times a month, add new photos regularly, and keep your hours accurate. An active profile signals that the business is real and open.
Do Bing and Apple listings matter too?
Yes. Claim Bing Places for Business and Apple Business Connect as well. Both are free. Bing's data feeds Microsoft's tools like Copilot, Apple's feeds Apple Maps and Siri, and both help keep your details consistent across the web.
Google Business Profile setup and tune-ups are part of our Get Found package.