A customer may soon ask Google Maps a full question instead of searching “plumber near me” or scrolling through a list of cafés. If your business information is incomplete, unclear or out of date, it may be harder for Google’s AI-powered tools to understand whether you’re the right match.
That’s why your Google Business Profile (GBP) deserves a fresh look. It remains an important source of information about your business in Google Search and Maps, and clear, accurate details can help customers decide whether to call, visit or book.
There is no secret “Gemini ranking” switch, though. Google has not promised that any one profile change will get a business recommended by AI. The practical goal is to make your business easy to understand, trustworthy and relevant to the customers you want to reach.
What is Ask Maps, and why should your business care?
Google announced Ask Maps as a conversational feature for Google Maps, powered by Gemini models. Instead of searching with a short phrase, people can ask a more detailed question and receive a conversational response with map results. For example, they might look for a place to eat that suits a particular group or ask for a venue with a specific facility.
Google said Ask Maps was initially rolling out in the US and India on Android and iOS, with desktop availability to follow. Availability can change, so check the Maps app for what’s currently available in your area. Either way, the shift is worth watching: people increasingly expect useful answers, not just a list of links.
For your business, the basics still matter. Google’s guidance on local rankings points to relevance, distance and prominence. A profile that clearly explains what you do and where you serve gives Google better information to match with relevant searches. Your location and wider online reputation also matter.
How can you make your profile easier for AI to understand?
Treat your Google Business Profile as a useful, accurate introduction to your business, not a place to add every keyword you can think of. Work through these steps.
1. Check the essentials first
Confirm that your business name, address or service area, phone number, website and opening hours are correct. Update special hours for bank holidays and seasonal changes. If customers visit your premises, make sure the address and map pin are accurate. If you travel to customers, set a service area that reflects where you genuinely work.
Google’s Business Profile guidelines ask businesses to represent themselves accurately. Use your real-world business name, choose a small number of relevant categories and avoid duplicate profiles. Don’t add search terms or locations to your business name unless they are part of the name customers recognise.
2. Be specific about what you offer
Choose the most accurate primary category and add other relevant categories only where they genuinely describe the business. Then make sure your services, products, menu or booking links, where available, are current.
Think about the questions a customer might ask before getting in touch:
- Do you serve my town or postcode?
- Can I book an appointment online?
- Do you offer emergency call-outs?
- Is the premises accessible?
- Are you open this evening?
Put accurate answers in the most relevant profile fields and on your website. Don’t claim a service, facility or opening time you can’t provide.
3. Keep your description natural and useful
Write a concise description that tells people what your business does, who it serves and what makes it distinctive. Mention your location or service area naturally when it helps customers, but don’t cram in repeated phrases.
The same principle applies to your website. Clear service pages and location pages can give search systems and customers more context. For a fuller walkthrough of profile setup, read our Google Business Profile optimisation guide for UK businesses.
4. Build trust with real reviews and helpful replies
Reviews can help people judge whether your business is right for them. Invite customers to leave honest feedback, but don’t offer rewards or try to influence what they write. Respond professionally to reviews, including critical ones. A thoughtful reply shows prospective customers that you pay attention and take feedback seriously.
Avoid generic replies that add little to the conversation. Where appropriate, acknowledge the customer’s experience and offer a practical way to resolve an issue, without sharing private details.
5. Add current photos and maintain your information
Use genuine photos of your premises, team, products or work. They can help a potential customer understand what to expect before they visit or make contact. Replace images when they become outdated, and review your hours and services whenever something changes.
Keeping details accurate is more useful than posting for the sake of appearing active. A current, honest profile gives customers fewer reasons to hesitate.
6. Make your wider online information consistent
Your profile is one part of your local presence. Check that your business name, address, phone number, services and location details are consistent on your website and key directories. Build genuine local visibility through relevant organisations, suppliers, community groups and local media.
For a broader view of how local businesses can improve their visibility across AI-powered search, see our guide to getting found in ChatGPT and Google AI. The aim is not to publish the same description everywhere; it’s to make sure the underlying facts about your business agree.
Can you guarantee a recommendation in Gemini or Maps?
No. A complete profile can help Google understand your business, but it cannot guarantee that you’ll appear in a particular AI response. Google says local results are influenced by relevance, distance and prominence, and that businesses can’t request or pay for a better local ranking.
AI-powered results may also vary by the wording of a question, the searcher’s location and their needs. A business that appears for one person may not appear for another. Focus on accurate information and a strong customer experience rather than chasing a supposed AI trick.
Also, don’t confuse Ask Maps with tools for managing a profile through Gemini. Google’s announcement about Ask Maps describes a new way for people to explore places; it is not a promise that every UK business can directly submit itself for AI recommendations.
How should you measure progress?
Start with the results that matter to your business. Check your Business Profile performance for customer actions such as calls, website visits and direction requests. Compare results over time, and note whether changes to your opening hours, services or booking links improve the customer journey.
You can also test realistic searches that match your business, for example, “emergency electrician in Leeds” or “wheelchair-accessible café in York.” If an AI feature is available to you, try questions customers might actually ask. Treat the results as a useful observation, not a fixed ranking report.
Your next step: make your profile a better answer
Gemini-powered discovery is changing how people may explore places, but the fundamentals haven’t disappeared. A well-maintained profile, clear services, genuine reviews and consistent business information give customers, and Google, a stronger picture of what you offer.
Start with a quick audit: correct inaccurate details, fill in missing information and check that your website supports the same story. If you’d like help identifying gaps, explore our Google Business Profile optimisation service or request a free SEO audit.
