93% of customers read online reviews and are influenced by them when deciding whether to visit or avoid a local business. With Google now controlling more than 90% of the global search market, you need to implement the best Google Business Profile strategies to stay visible and relevant.
In 2025, Google has taken a few steps in redefining local search visibility. From AI-powered features that autosuggest responses to reviews, to new socially conscious attributes like “women-led” and “eco-friendly”, your profile is no longer just a directory listing—it’s more of a living, dynamic asset that can directly influence customer trust, conversions, and your local SEO ranking.
So, how do you keep up in this AI-driven era? Let’s break down the latest updates, their impact on businesses, and smart strategies to make your Google Business Profile work harder for you.
Why Google Business Profile Matters More Than Ever
Google Business Profile (formerly Google My Business) is no longer optional. It’s the digital storefront where customers decide whether to call, visit, or move on to a competitor.
- Local Visibility: Appearing in Google’s “local pack” (the map results at the top of searches) is directly tied to how well your profile is optimized.
- Customer Decisions: Hours, reviews, photos, and even attributes like “pet-friendly” or “wheelchair accessible” influence click-through rates.
- AI-driven Experiences: With Google’s search AI (including SGE) evolving, business profiles are increasingly woven into direct answers customers see in search results.
In short: your GBP is now as important as your website, or sometimes even more.
What Are the Latest Google Business Profile Updates?
Google has rolled out several game-changing features this year:
- AI-powered Responses & Automation
Business owners can now use AI to:
- Autogenerate suggested replies to reviews (personalized, not generic).
- Manage frequently asked questions directly within the profile.
- Automate updates, like posting new hours or promotions.
Smart tip: Don’t rely blindly on AI responses — customize them to preserve authenticity.
- New Socially Conscious Attributes
Attributes like “women-led”, “eco-friendly”, and “LGBTQ+ friendly” are now directly factored into search visibility. Customers who are searching for businesses aligned with their values are on the rise, and therefore, these tags serve both as a signal of trust and a ranking booster.
- Event Promotion with “What’s Happening”
Restaurants, bars, and event venues can now spotlight events, specials, or deals directly within the profile, which are visible in Google Maps and Search. This feature essentially turns GBP into a real-time marketing tool.
- Spam & Authenticity Updates
The August 2025 Spam Update cracks down on manipulative practices like fake listings, keyword stuffing, and fraudulent reviews. Google now prioritizes authentic content and verified services, meaning businesses need to play by the rules to stay visible.
- Predefined Services Impact Ranking
Google has started weighing whether businesses choose predefined services when setting up their profile. Skipping these could take a hit in your rankings.
The Impact on Local Businesses
These updates mean that:
- Engagement is streamlined: AI cuts response time, making customer interactions more efficient.
- Competition is tighter: Everyone has access to these tools, so it’s about who uses them smarter.
- Values matter: Businesses that highlight attributes like sustainability or inclusivity stand out more.
- Authenticity is non-negotiable: With spam crackdowns, businesses must ensure their profiles are accurate, honest, and regularly updated.
For small businesses, this levels the playing field, but it also raises the stakes.
Smart Strategies to Manage Your Google Business Profile in 2025
Here’s how to improve Google Business Profile ranking and adapt to this evolving landscape:
- Claim and Verify Your Profile (Properly)
It sounds basic, but many businesses still miss this step. Without verification, you lose control of edits, reviews, and insights. For multi-location businesses, streamline verification with bulk uploads.
- Leverage AI — But Keep It Human
AI-generated responses to write reviews save time, but don’t post them as-is. Add personal touches like:
- Mentioning the customer’s name.
- Referencing their specific experience.
- Signing off with a real name or initials.
This maintains authenticity while benefiting from AI efficiency.
- Optimize with Attributes & Services
- Go beyond the basics (hours, address, phone):
- Add relevant socially conscious attributes.
- Select predefined services (e.g. “emergency plumbing,” “pediatric dentistry”).
- Upload high-quality photos and videos—Google says businesses with photos get 42% more direction requests.
- Make Use of the “What’s Happening” Section
If you’re in F&B, hospitality, or retail, this feature is gold. Promote:
- Weekly specials
- Live events
- Seasonal deals
It ensures you stay top-of-mind with locals searching for something to do today.
- Encourage and Respond to Reviews
Reviews aren’t just social proof — they’re SEO signals. Encourage happy customers to leave feedback and always reply. Pro tip: a mix of short and detailed responses looks natural to Google and users alike.
- Stay Spam-safe
Avoid shortcuts like fake reviews, keyword stuffing, or misleading service tags. With the new spam update, these can tank your rankings. Focus instead on consistent NAP details (Name, Address, Phone) across your website and directories.
- Track Insights and Adapt
GBP provides valuable insights:
- How customers found you
- What actions they took (calls, directions, website clicks)
- Which photos are most viewed
Use these insights to fine-tune your content strategy. For example, if event photos outperform generic ones, ensure to post more of them.
Local SEO: The Road Ahead
Google’s March 2025 core update reinforced one key message: local search is shifting toward intent and authenticity. Businesses must align with both.
Looking ahead:
- Expect deeper AI integration as profiles may soon auto-generate FAQs or highlight trending services.
- Video-first content will likely gain priority (think short clips of menus, clinics, or workshops).
- Verified, authentic profiles will remain Google’s top priority.
The winners will be those who treat GBP as an evolving marketing channel, not a static listing.
Final Thoughts
Managing your Google Business Profile in 2025 isn’t about ticking boxes — it’s about creating a living, breathing digital storefront that represents your values, engages your audience, and leverages AI without losing the human touch. By combining business listing management, socially conscious values, and AI-driven local SEO strategies for small businesses, you can dominate visibility while keeping a human touch.
Businesses that embrace these changes, while ensuring to stay authentic will help dominate local search in this AI-driven era.
