Yes, Google Business Profile (GBP) is expected to continue being a significant factor in local customer acquisition for Australian businesses in 2026, operating as a key interface between businesses and Google’s search and Maps platforms.
As of December 2025, GBP functions as a free listing that allows businesses to manage their online presence across Google Search and Google Maps. In 2026, this will continue to involve providing information like business name, address, phone number, opening hours, website link, and categories. Currently, GBP now includes features like posting updates (offers, events, products), responding to customer reviews, and answering questions directly within the profile. Google utilises algorithms to determine ranking within local search results, factoring in relevance, distance, and prominence – with GBP data being a primary input. Google’s Local Services Ads, available in select Australian regions, integrate with GBP to display verified business information and facilitate direct contact. The platform also supports messaging directly to businesses from Google Search and Maps. Google has announced that in 2027, further integration with AI-powered features will be rolled out, potentially impacting how businesses present information and interact with potential customers.
Ultimately, Google Business Profile operates as a structured data source that Google uses to understand and present business information to users searching for local goods and services.
