Google Business Profile Optimization: Tips for AI

If you've ever typed a business name into Google and seen a slick little box pop up on the right-hand side (showing the business hours, photos, reviews, and a map) you’ve seen the result of a Google Business Profile optimization in action. 

But unfortunately, the truth is that most businesses either leave it half-finished or don't even know how much gold they're sitting on. Because in 2025 GBP optimization isn’t a checkbox and you should try to treat it like a full-time gig if possible. You should learn how Google surfaces local businesses, how AI like SGE (Search Generative Experience) treats your listing, and how you can manipulate engagement signals without looking spammy (very important!)

Important insights

• According to a 2024 Consumer Report, nearly half of baby boomers (46%) and Gen Xers (47%), 51% of Gen Zers, and 53% of millennials shop both online and in store.

• Google takes into account 149 different ranking factors for local searches.

• With AI pushing answers in featured snippets, your GBP needs FAQs, structured descriptions, and natural language so Google’s bots can parse and serve your info, even in voice searches.

So…Google Business Profile Optimization isn’t just filling in your hours and phone number. That’s the start line. The real focus of a business is turning that listing into a 24/7 storefront that Google loves to show, share, talk to, and even book with.

The AI-Vision-Voice Nexus

In the past, having a clean Google Business Profile was enough. You’d upload some photos, throw in your hours, maybe respond to a review or two, and move on. But in 2025, Google is not just looking at what you put in your profile…it’s analyzing how your business fits into three key areas: artificial intelligence (AI), visual data, and voice search. If your GBP isn’t speaking all three of these languages, it’s probably falling flat.

AI: Your GBP is training Google’s brain

Let’s start with AI. Google’s search results are increasingly being generated by machine learning, especially through its Search Generative Experience (SGE). Instead of just listing websites and profiles, Google now summarizes answers from trusted sources, including (you guessed it) Google Business Profiles.

This means your business profile needs to be written for machines as much as humans. If your FAQ section is written in clear, natural language, and your business description explains what you do in a way a robot can digest, you’re far more likely to show up in AI-generated summaries. These summaries often appear above traditional results we’ve gotten used to, making them prime real estate. But they don’t pull from every listing. They pull from the ones that are structured clearly and updated often.

So, what helps? Think in terms of common questions and simple answers. Like:

Q: Do you offer vegan options? 

A: Yes, we offer vegan pastries, salads, and drinks every day of the week.

You’re helping Google’s AI figure out what you do, and rewarding yourself with better placement when people ask related questions.

Vision: Google is seeing your profile

With tools like Google Lens, people can point their phone at a shopfront or product and get results based on visual recognition. That means your business profile photos aren’t just decoration or pretty to look at- they are (and you should treat them as) data. 

Google Lens also gives a ranking advantage to sites that work well on mobile devices as 90.6% of all results come from mobile-friendly websites.

So, if your GBP is full of high-quality, relevant images, Google has more context about your business. For example, a bakery that regularly uploads photos of its seasonal items, staff in action, or local landmarks nearby is more likely to be identified and ranked in local search when someone uses visual search tools.

Also, some studies have showed that businesses that regularly upload photos (we’re talking 100+ total) get drastically more views and calls. Some reports show over 500% more engagement compared to profiles with only a handful of outdated pics. So while it might feel unnecessary to post “just another photo of your front door,” to Google, it’s a trust signal. A sign you’re open, active, and proud of your space.

Plus, geotagged photos (images taken with your location attached) help Google verify your business location without you saying a word. So yes, uploading a photo of your storefront this week may actually help your ranking in Maps next week. 

Beware though: Recent studies show that geotagging boosts “near me” queries in the exact locations. But it hurts rankings for town-specific searches in other areas.

Voice: Talk like your customers do

According to Statisa, most searches through voice assistants in the US are used for the weather forecast or local selection of restaurants, shops, and other local services near to the user. These searches aren’t typed out like “Thai restaurant in New York.” They sound like: “Hey Google, where can I get Thai food near me that’s open now?”

If your business description or FAQ uses stiff, unnatural language, voice search may not pick it up. But if you write the way people talk, you’re more likely to match what they’re asking. That’s the trick to voice optimization - sounding human.

It also helps to include real-world context. For example, instead of saying, “We offer pediatric dental care,” say “We help kids feel calm during dental visits. Most of our patients are from the Long Island” That’s real, relatable, and full of voice-searchable context.

Google Business Profile Optimization is about being useful

In 2025, Google is no longer waiting for someone to type in a search and click your website.

It’s pulling your photos into visual results. It’s grabbing your answers to build AI summaries. It’s reading your words to see if they match what someone just asked into their phone.

Google is watching how alive your profile is. Listening to how natural your responses sound. Comparing your photos to what people expect to see. And if your profile isn’t doing anything? Neither is Google.

So, update your hours. Post a new photo. Rewrite your description like you’re talking to someone face to face. And answer the real questions your customers are asking.

Because Google is listening and watching and summarizing. Voice, visual, and AI work together now, and they all pull data from your profile. You have to feed it regularly 

The only question left is: will your business be the one it shows?