Yes, Google Business Profile (GBP) is expected to continue being a significant factor in local customer acquisition for Australian businesses in 2026, functioning as a key interface between businesses and Google’s search and Maps platforms.
As of December 2025, GBP provides a free business listing that appears in Google Search results when users search for relevant products or services locally. Currently, GBP listings now include features like Google Posts (allowing businesses to share updates and offers), direct messaging with potential customers, and the ability to respond to reviews publicly. In 2026, Google is rolling out further integration with AI-powered features, including AI-generated summaries of reviews and improved question-and-answer functionality. Google’s Local Services Ads are also integrated with GBP, allowing eligible Australian trades and services to appear at the top of search results. Data shows that businesses with complete and actively managed GBP profiles receive significantly more clicks to their website, requests for directions, and phone calls. Google continues to refine its algorithms to prioritise businesses with accurate information and high engagement within the GBP ecosystem.
Ultimately, Google Business Profile operates as a structured data source that Google uses to understand and present business information to users based on their search intent and location.
