Competing with established review platforms in Australian search results requires leveraging Google’s Business Profile (GBP) ecosystem, specifically its integration with Google Search and Google Maps, and understanding how Google aggregates and displays local information as of December 2025.

Google’s Local Services Ads (LSAs) – now available nationally across many service categories – directly display businesses alongside organic search results and within Google Maps, often above traditional review sites. LSAs operate on a pay-per-lead model, with costs varying by service and location. Google Business Profile itself now includes features like automated post scheduling, performance insights tracking key metrics like ‘discovery searches’ and ‘direct actions’ (calls, website clicks), and the ability to respond to reviews directly within the platform. Google’s AI-powered ‘Neighbourhood View’ in Maps, rolled out to major Australian cities in 2026, uses Street View imagery combined with business information from GBP to create immersive local experiences. Google is also testing a ‘Review Summaries’ feature, using AI to synthesise key themes from multiple reviews, potentially reducing reliance on individual review site scores. In 2027, Google has announced plans to further integrate GBP data with its AI Overview features, potentially displaying business details and review summaries directly within search results.

Essentially, Google’s systems function by prioritising businesses with complete and actively managed Google Business Profiles, and offering paid advertising options to increase visibility within its search and maps ecosystem.