Google Business Profile (formerly Google My Business) has become one of the most important digital assets for any business looking to engage local customers. By 2026, its weight in online visibility will be even greater, driven by voice search, artificial intelligence and increasingly aggressive competition in local results. Optimising your profile is no longer an option; it is a strategic necessity if you want to stand out from similar businesses and attract qualified customers at the exact moment they are looking for you.
In this article we explain how to optimise your Google Business Profile by 2026, what aspects will make a difference and how to rely on data and automation to keep it always up to date and aligned with the real experience of your customers.
Why Google Business Profile will be key in 2026
The way users search for local businesses has changed dramatically in recent years. Google increasingly prioritises results that offer immediate answers, local context and real trust signals. By 2026, Google Business Profile will be one of the main points of contact between your brand and your potential customers, even before they visit your website.
In addition, the profile not only influences Google Maps, but also traditional search, rich search results and personalised recommendations that Google displays based on the user's history and intent. An optimised profile increases visibility, improves click-through rates and reinforces the perception of professionalism of your business from the first impact.
Advanced optimisation of basic profile information
One of the most common mistakes is still to treat the business name and description as a mere formality. In 2026, Google will be even stricter about the correct use of the business name, penalising any attempt at keyword stuffing. The name should be exactly the name of your business, with no artificial additions, but the main and sub-categories should be chosen with a strategic vision, aligned with the services that actually generate business.
The business description is a key opportunity to communicate value, context and differentiation. It should be written with the user in mind, but naturally integrating terms related to your services, location and value proposition. A clear, complete and up-to-date text helps Google to better understand your activity and to show your profile in more relevant searches.
Timetables, attributes and contact details are always up to date.
In 2026, user experience will be a decisive factor. Incorrect times, outdated phone numbers or inaccurate addresses generate frustration and directly affect trust and conversions. Google prioritises profiles that provide reliable and consistent information over time.
Profile attributes - such as accessibility, service options, specific services or contact methods - will become increasingly important as they allow Google to customise results to the user's needs. Keeping this data up to date not only improves visibility, but also reduces friction in the decision-making process.
The strategic role of reviews in 2026
Reviews will continue to be one of the most influential factors in local positioning, but in 2026 Google will give more importance to the quality and frequency rather than sheer quantity. A profile with recent, detailed and consistent reviews conveys real activity and confidence.
It is not just about asking for reviews, but integrating them into an ongoing customer experience strategy. Reviews should reflect different moments of service, different types of customers and real problems solved. The more natural and varied, the better the signal to Google.
Responding to reviews as a branding and SEO signal
Responding to reviews, both positive and negative, is no longer just a matter of reputation. By 2026 it will be a direct sign of engagement, customer care and active business management. Responses should be personalised, provide context and, where possible, reinforce key services in a natural way.
This is where many companies are starting to rely on artificial intelligence-based solutions, such as wiReply, These tools allow you to analyse the content of reviews, detect patterns of satisfaction or friction and generate responses consistent with the brand voice, saving time and maintaining consistency across all profiles.
Visual content and publications: beyond “uploading photos”.”
In 2026, visual content will be decisive in differentiating you. Google prioritises profiles with real, recent and varied images: facilities, equipment, processes, results and local context. Generic or stock photos lose relevance to authentic content that reinforces trust.
Short videos, especially those that show the service in action or explain what makes your business unique, will gain prominence. Optimising titles, descriptions and update frequency will help improve interaction and time spent on the profile.
Regular publications aligned with your digital strategy
Google Business Profile posts function as micro-content that reinforces business activity. Offers, news, events or educational content help to keep the profile alive and to send positive signals to Google. In 2026, regularity and thematic coherence will be more important than quantity.
By integrating these publications into a broader online content and reputation strategy, you can maximise their impact and maintain a strong image across all touch points.
Artificial intelligence and data to optimise your profile
The big difference in 2026 will be data. Analysing what reviews actually say, what words customers use, which aspects they value most and which ones generate friction allows for continuous, evidence-based profile optimisation.
Tools such as wiReply help turn reviews into actionable information, detecting opportunities for improvement, adjusting messages and reinforcing business strengths without relying on manual processes. This AI-based insight allows you to anticipate problems and optimise the Google Business Profile strategically, not reactively.
Conclusion: Prepare your Google Business Profile for 2026 today!
Optimising your Google Business Profile for 2026 involves much more than filling in fields or uploading the occasional photo. It requires an ongoing strategy based on customer experience, quality content, active review management and smart use of data. Companies that understand the profile as a living asset, connected to their reputation and value proposition, will be the ones that stand out in an increasingly competitive environment.
If you want to take your review management and local presence to the next level, at wiReply we help you analyse, respond and optimise your profiles intelligently thanks to AI. Try wiReply for free and start turning reviews into a real advantage for your business.