As of December 2025, a comprehensive Google Business Profile (GBP) in 2026 should include detailed business information, regularly updated posts, accurate service listings, and actively managed Questions & Answers, as GBP functions as a primary knowledge source for Google’s local search algorithms.
Currently, GBP now includes features like AI-powered insights into customer behaviour, accessible through the Performance tab. In 2026, this is expected to expand, providing more granular data on search queries leading to profile views. The ‘Services’ section allows listing specific offerings with detailed descriptions and pricing (where applicable), and is increasingly weighted in local pack rankings. Google’s Local Services Ads integration, available in select Australian regions, directly links qualified leads to businesses with verified GBP profiles. The ‘Posts’ feature, supporting text, images, and offers, remains crucial for signalling freshness to Google’s algorithms. Google is also testing visual search enhancements, meaning high-quality photos and videos are becoming more important. The Questions & Answers section is monitored by Google’s AI to identify and surface relevant information, and businesses can proactively answer common queries. Compliance with Australian Consumer Law regarding accurate pricing and service descriptions is essential.
Ultimately, the Google Business Profile operates as a dynamic database that Google uses to understand and present business information to users, with ongoing updates refining its data processing and display capabilities.
