Google Business Profile 2026: why it matters more than ever

Ten years ago a Google Business Profile was a nice extra. Today it is your business card to AIs. When ChatGPT, Claude or Perplexity is asked for a local provider, the first thing they check is what Google knows about you.

A half-empty profile means you barely appear in AI answers. A complete, maintained profile means you are one of the three named.

What "complete" actually means in 2026

Eight data points count.

• Name, address, phone — exactly as in your official records
• Opening hours — including holidays and special times
• Categories — main category + 3-5 sub-categories specific to the trade
• Description — 750 characters, using the search terms your customers actually use
• Photos — at least 30, refreshed regularly. Inside, outside, team, work, before/after
• Services — each one separately, with a short description
• Reviews + responses — answer every review, positive and critical
• Posts — weekly updates, appointments, promotions — Google sees active profiles higher

What AIs explicitly pull from Google

We analysed 60 ChatGPT answers about local providers. The AI cited Google-profile data in 84% of cases — reviews, stars, address, specialisations. How many Google reviews you really need, here.

If your profile is incomplete, the AI is missing the building blocks. It then either does not mention you at all, or mentions you with wrong information ("opens at 8" when you've opened at 7 since May).

What you can do this week

Open your Google Business Profile dashboard. Check the eight points above. Anything incomplete or outdated: invest 15 minutes. The simplest AI-visibility win there is. How AI Search optimisation builds this into a complete process, here. Full GBP 2026 checklist, here.