Why Google Business Profiles Matter More Than Ever for AI Search Visibility

by | Jun 8, 2026 | Website Design and Strategy

TL;DR: Google’s newest AI Mode feature keeps users inside Google longer by opening local results in a side-by-side AI interface. To stay visible in local and AI-powered search, businesses now need both a strong website and an optimized Google Business Profile working together.

In this article

  1. What Changed in Google AI Mode?
  2. How the New Side-by-Side AI View Works
  3. Why Google Business Profiles Are Becoming More Important
  4. What This Means for Local SEO
  5. Do Websites Still Matter for SEO and AI Search?
  6. How Businesses Should Adapt
  7. What You Need to Know
  8. FAQ

Google’s newest AI Mode update may be one of the biggest local SEO changes yet.

Instead of sending users directly to websites, Google is increasingly keeping them inside a side-by-side AI experience. For many local searches, users first interact with Google Business Profiles, Maps, and AI-generated summaries before deciding whether to visit a website.

This does not make websites less important. It changes how users discover businesses online, and it reinforces the need to optimize your website and your Google Business Profile together.

What Changed in Google AI Mode?

Google recently introduced a new side-by-side AI Mode feature. When users search in AI Mode, clicking a result no longer always opens a standalone website page. Instead, Google often keeps AI Mode visible while displaying business information or websites alongside it.

For local intent searches, Google frequently opens a Google Business Profile first instead of sending the user straight to the business website. This creates a more layered search journey:

  • AI summaries influence discovery
  • Google Business Profiles support local engagement
  • Websites drive trust, conversions, and deeper information
Google AI Mode "Near Me" Search

AI Mode opens a Google Business Profile panel for a “near me” search before the website.

How the New Side-by-Side AI View Works

Testing in Google AI Mode showed a very different experience between local intent searches and branded searches. Searching “animal hospital near me” played out like this:

    1. AI Mode generated local recommendations
    2. Clicking the result opened a Google Business Profile panel
    3. The website became a secondary click
    4. AI Mode stayed visible throughout the browsing experience

    This keeps users connected to Google’s interface across the entire search process.

    Branded searches behaved differently. Searching a specific business name surfaced direct website and social links, the result opened the website directly, and the AI panel still stayed visible on the side. Google is treating discovery searches differently than navigational or branded ones.

    Search for Rockford Animal Hospital surfaces direct website and social links

    A branded search for “Rockford Animal Hospital” surfaces direct website and social links, AI panel still visible.

    A branded search surfaces direct website and social links alongside the profile.

    Clicking through on a branded search opens the website directly, AI panel still visible.

    Why Google Business Profiles Are Becoming More Important

    Google Business Profiles are now a major part of the local search journey. From inside Google, users can call a business, get directions, read reviews, view services, browse photos, and visit the website, all before fully leaving the search interface.

    For local service businesses, an optimized Google Business Profile is now critical for local visibility, first impressions, mobile discovery, and AI-assisted search. Businesses with incomplete or outdated profiles risk losing visibility at the earliest stage of the customer journey.

    What This Means for Local SEO

    Google is adding more steps between a search and a website visit. Visibility now has to span traditional rankings, AI-generated answers, Maps results, and Google Business Profiles.

    That means modern local SEO has to evolve beyond ranking webpages. It now includes website optimization, Google Business Profile optimization, AI visibility considerations, a strong branded search presence, and consistent trust signals across platforms. Relying only on website rankings leaves visibility opportunities on the table inside Google’s own ecosystem.

    Do Websites Still Matter for SEO and AI Search?

    Yes. Websites remain the foundation of SEO and digital marketing. They build authority and trust, support organic rankings, provide detailed service information, drive lead generation and conversions, and serve as source material for AI systems.

    AI search relies heavily on website content to understand businesses, generate summaries, and surface trusted sources. A Google Business Profile alone is not enough. You still need strong service pages, structured SEO content, a fast and mobile-friendly site, clear conversion paths, and helpful, authoritative information.

    The businesses that win in AI-driven search combine all four: a strong website, strong local SEO, an optimized Google Business Profile, and a consistent content strategy.
    The website does the heavy lifting once the user moves past the profile.

    The website does the heavy lifting once the user moves past the profile.

    How Businesses Should Adapt

    Four moves to stay visible as search behavior shifts.

    1. Optimize Your Google Business Profile
    Keep your profile complete and current: accurate categories, updated hours, services, photos, review responses, and service areas.
    2. Continue Investing in Your Website
    Your site is still your authority hub, conversion layer, SEO foundation, and AI citation source. It does the heavy lifting once a user moves past the profile.
    3. Strengthen Local SEO Signals
    Focus on consistent business information, local landing pages, review generation, location relevance, mobile performance, and local backlinks from high-authority sources like Chamber of Commerce directories and member associations.
    4. Monitor Visibility Beyond Traffic
    Traffic metrics only show part of the journey. Track search impressions, branded search growth, Google Business Profile engagement, AI visibility, and conversion quality.

    What You Need to Know

    Google’s AI Mode side-by-side feature is changing how users interact with search results. For local businesses, visibility now extends beyond website rankings into AI-generated answers, Maps, Google Business Profiles, and branded search experiences.

    Websites are still essential for authority, SEO, and conversions. But businesses now need a more complete visibility strategy that combines a strong website with a strong local presence inside Google. If you want to know where you currently stand, an SEO and GEO audit shows exactly how visible you are across search, Maps, and AI results. The businesses that adapt early will be better positioned for visibility, trust, and long-term growth.

    FAQ

    Does Google AI Mode replace websites?
    No. Websites still play a critical role in SEO, conversions, and AI search visibility. Google is simply adding more interaction layers before users reach the site.
    Why are Google Business Profiles becoming more important?
    Google increasingly surfaces Google Business Profiles during local and AI-assisted searches, making them a major discovery point for local businesses.
    Can GA4 track AI Mode behavior?
    No. GA4 only tracks users who fully reach the website. It cannot track behavior inside AI Mode or Maps interfaces.
    Does ranking #1 still guarantee traffic?
    Not necessarily. Users may interact with AI answers, Maps, or Google Business Profiles before deciding whether to visit a website.
    Can businesses track AI search visibility?
    Some tools can track whether a business appears in AI-generated results, but they cannot fully track user behavior inside AI Mode.

    Get found in search, Maps, and AI results

    See exactly where your website and Google Business Profile stand, then build a plan to win the modern local search journey.

    Request a Visibility Audit
    Rebecca VanDenBerg

    Rebecca VanDenBerg

    Rebecca VanDenBerg isn’t just a web developer; she is a strategic partner for businesses ready to grow. Since selling her first website on April 5, 2001—to a client who remains with her to this day—Rebecca has built a reputation grounded in integrity and long-term relationships. For over 25 years, she has helped hundreds of businesses transform their online presence from static “digital brochures” into high-performance assets. She blends technical expertise with a clear focus on the bottom line, ensuring every website works as a powerful, 24/7 salesperson for the brand. Rooted in a “just figure it out” farm upbringing and holding a degree in Agribusiness Management from Michigan State University, Rebecca brings a unique perspective to the industry. She pairs that practical, hardworking foundation with deep experience serving the agricultural and manufacturing sectors. Under her leadership, VanDenBerg Web + Creative has become a trusted digital partner for West Michigan businesses, helping them cut through the noise to Get Found, Generate Leads, and Grow.

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