TL;DR
- In May 2026, Google replaced the single-line search bar with an AI-powered box; data is presented to you in a way that may not serve up the web page. This can hurt your traffic.
- Your website, particularly for a local service-based business, is still important and should be highly detailed with areas you provide services, the specific services you provide, and contact data, inlcuding name, address, and phone number, in your footer.
- Equally, if not more important, your Google Business Profile should include your contact information, service area, specific services, customer ratings (at least 15 and consistently posted), and frequent posts like you would on your social media pages.
- Without the above, you’re invisible to prospects.
Let me paint you a picture.
It’s a Saturday morning. You open Google Search Console, coffee in hand, fully expecting to see the steady little mountain range of clicks you’ve worked years to build. Instead, you’re looking at something that resembles a ski slope – one that goes in the wrong direction. You refresh. Same thing. You check your SEO tool. Same thing.
Welcome to 2026 onward, where Google decided the best search result is one that doesn’t send people to your website at all.
What Actually Happened to Search
In May 2024, Google rolled out something called AI Overviews – a feature that slaps an AI-generated summary right at the top of search results, before any organic listings, before any ads, before you. The idea, from Google’s perspective, is user convenience. The reality, from a website owner’s perspective, is a traffic heist in broad daylight.
In May of 2026, Google announced the single-line search box is being replaced by an AI-powered box. AI Overviews and AI mode are now a single conversational experience.
The data presented has to come from somewhere, though, and that will still be primarily through websites and, most importantly for local service-centered businesses, their Google Business Profile.
The numbers are brutal and worth sitting with for a moment.
Independent research conducted throughout 2024 and 2025 shows click-through rate reductions ranging from 34% to 46% when AI summaries appear on search results pages. That’s not a blip. That’s nearly half your potential visitors deciding the Google summary was good enough, thank you very much, no need to click anywhere.
According to a March 2025 report from BrightEdge, AI Overviews now appear in over 35% of all U.S. Google desktop searches. And that number is still climbing. Between 2024 and 2025, this AI-powered feature expanded from appearing in just 6.49% of searches to dominating over 50% of all queries.
The ripple effects are being felt across entire industries. Chegg, the online education company, reported a 49% decline in non-subscriber traffic in January 2025 compared to the previous year. Independent sites covering health and DIY topics lost up to 65% of their top-page traffic since AI Overviews began appearing for “how to” and “what is” queries.
And here’s the stat that should really make your stomach drop: zero-click searches increased from 56% in 2024 to 69% by May 2025. That means nearly 7 in 10 Google searches now end without anyone clicking on a single website. Google has essentially become the destination, not the map.
News and media have been hit especially hard, with clicks to the top 50 news sites falling from 2.3 billion to under 1.7 billion monthly visits in just 12 months. Google web search traffic to news publishers plummeted from 51% to 27% between 2023 and Q4 2025.
The SEO director at Bauer Media put it plainly: “We’re definitely moving into the era of lower clicks and lower referral traffic for publishers.”
So yes – if your traffic has tanked and you can’t figure out why, it’s not you. It’s the algorithm, and it’s not going back.
But Here’s What Google Didn’t Kill
Here’s the thing about all this doom and gloom: it applies to informational content. Articles, how-to guides, listicles, “what is” explainers – anything where the AI can swoop in and answer the question without the user ever leaving Google’s ecosystem.
What it didn’t kill – and arguably made more valuable – is local search intent.
When someone types “coffee shop near me” or “electrician in Wakulla” or “best Italian restaurant open now,” Google’s AI summary can tell them facts. But it can’t tell them where to go without pulling from local business listings. It can’t show them your hours, your reviews, your photos, your phone number – unless you have a properly set-up Google Business Profile (GBP).
This is the pivot point. While the floor is falling out of organic content traffic, local search is thriving – and your GBP is the thing standing between your business and invisibility.
Why Your Google Business Profile Is More Critical Than Ever
Think about how local searches behave. Someone searches for a service in their area. Google presents an AI Overview that might summarize the topic, but then – right there in the search results – sits the local pack: three businesses, their star ratings, their hours, a click-to-call button, and a link to directions. That’s your GBP doing the work.
The stats tell a clear story about how powerful this real estate is:
Google Business Profile views have increased 35% year-over-year, with the average business now receiving 1,260 views per month. “Near me” searches have grown 150% faster than general searches over the past two years.
Customers are 2.7 times more likely to trust a business if they come across a complete business profile on search and Google Maps. A verified Google Business Profile gets around 200 clicks or interactions per month.
Complete and accurate Google Business Profile listings receive 7× more clicks than incomplete or inaccurate listings.
Businesses listed in the Google local 3-pack get 126% more traffic and 93% more actions – like calls and website clicks – compared to those ranked between positions 4 and 10.
Businesses with 50 or more Google reviews earn 266% more leads than those with fewer than 10 reviews.
And conversions? 78% of local mobile searches result in an offline purchase within 24 hours. That’s not browsing. That’s someone pulling out their wallet.
Claimed GBP listings drive an average 37% increase in local search visibility compared to unclaimed listings. If you haven’t claimed yours yet, that visibility is sitting on the table uncollected.
The bottom line: as AI Overviews drain traffic from your blog posts and landing pages, your Google Business Profile becomes a protected channel – one that Google’s own ecosystem actively serves to users searching for exactly what you offer.
How to Set Up or Claim Your Google Business Profile
Whether you’re starting fresh or finally claiming a listing that’s been sitting there with somebody else’s old phone number on it, here’s exactly how to get it done.
Step 1: Go to the Right Place
Head to business.google.com. Sign in with the Google account you want to use to manage the profile – ideally the same one you use for Google Search Console if you have one set up, as this can unlock instant verification later.
Step 2: Search for Your Business
Before creating anything new, search for your business name. Google may have already generated a listing from public data, and if so, you’ll want to claim that existing one rather than create a duplicate. Duplicates are a headache to deal with and can hurt your local rankings.
If your business comes up: click “Claim this business.” If it doesn’t appear: click “Add your business to Google” and proceed through the prompts.
Step 3: Fill Out Every Field
This step matters more than most people realise. Choose your primary business category carefully – this is one of the strongest signals Google uses for local ranking. Be accurate. “Restaurant” is not the same as “Italian restaurant” and the difference affects which searches you appear in.
Fill out:
- Business name (exactly as it appears on your signage and website – consistency matters)
- Primary and secondary categories
- Physical address or service area
- Business hours, including holiday hours
- Phone number
- Website URL
- A thorough business description (use natural language, include what you do and where you serve)
- Products or services with descriptions and prices where applicable
- Upload a minimum of 10 photos – exterior, interior, products, team
Step 4: Choose Your Verification Method
This is where people often get frustrated, so here’s what to expect.
Google offers several verification methods, and which one is offered to you depends on your business type, history, and how much Google already knows about you.
Video Verification (now the most common method) Video verification is now Google’s default method for many business types. You’ll record a short video from your mobile phone – desktop won’t work – showing proof that your business physically exists and that you’re authorised to manage it. Google needs to see: your business location (street signs, landmarks, or building numbers that confirm your listed address), your business signage matching the name on your profile, and proof of access – areas that only a business owner or staff member would have access to.
For service-area businesses without a physical storefront, show branded vehicles, equipment, uniforms, or business documents like invoices that match your profile details. Google normally reviews submitted videos within 1 to 5 business days.
Postcard Verification Google mails a postcard with a unique verification code to your business address. Wait 7–14 business days for it to arrive, then log in and enter the code in your dashboard. Important: do not edit your business name, address, or category between requesting the postcard and entering the code – doing so restarts the process. Codes expire after 30 days, and Google support will never ask you for the code.
Phone or Email Verification Faster and simpler when available. Google either calls or texts a code to your business phone, or sends a code to your business email. Not offered to everyone – it depends on whether your contact details match Google’s existing records.
Instant Verification Some established businesses can verify instantly, especially if their websites are already verified in Google Search Console. Google cross-references your business ownership from existing verified Google services and confirms your listing without further steps. This is one of the best reasons to connect your GBP and Search Console to the same Google account.
What to Anticipate During Verification
A few things to keep in mind so you’re not caught off guard:
For video verification, make sure your signage is clearly visible and legible. Google reviewers are looking for a match between what’s in the video and what’s on the profile. If your business name on the sign doesn’t exactly match your profile name, fix the profile first.
Service-area businesses (cleaners, plumbers, landscapers, consultants) who don’t have a customer-facing storefront frequently get routed to video verification. Plan your shoot in advance – show your vehicle, your branded materials, your tools, and any documents showing your business name and address.
If verification fails – which does happen – the most common culprits are mismatches between your signage, address, and the information on your profile. Fix those inconsistencies first, then retry or contact Google support if needed.
If a postcard never arrives, you can request another one, but wait at least 14 days before doing so. Requesting a second postcard cancels the code on the first.
Step 5: Optimise Before You Call It Done
Once verified, don’t just set it and forget it. Add your Q&A section with commonly asked questions answered by you (before strangers answer them incorrectly). Enable messaging so customers can contact you directly from the profile. Link your menu, services, or booking system if applicable. And critically – start asking every happy customer for a review. That 266% lead advantage for businesses with 50+ reviews doesn’t happen by accident.
Your Google Business Profile Posting Schedule
GBP posts are one of the most underused features on the platform. They function like a social media feed that lives directly on your Google listing – and they signal to Google that your business is active and engaged, which factors into local ranking.
Here’s a posting schedule that’s realistic to maintain and effective for staying visible:
Weekly (every Tuesday or Wednesday – midweek posts see the best engagement) Post a general update. This could be a current promotion, a behind-the-scenes moment, a staff highlight, a new product or service, or a seasonal message. Keep it 100–200 words, add a photo, and include a call-to-action button (call now, learn more, book online). Google posts expire after 7 days for standard updates, so weekly cadence keeps your profile from going stale.
Bi-weekly Share a customer story or showcase a recent piece of work or project. If you’re a restaurant, post a dish. If you’re a contractor, post a before-and-after. Social proof in visual format is one of the most clicked post types on GBP.
Monthly Post an Offer. These are special promotional posts with a start and end date – think “10% off in June” or “Free consultation this month only.” Offer posts are displayed with a distinct tag and tend to stand out in the listing.
Quarterly Update your photos. Freshen up your exterior, interior, team, and product shots. Businesses that regularly add photos receive significantly more profile views than those with static, months-old images. At minimum, aim for five new photos every three months.
Seasonally / As Needed Update your hours for public holidays before they arrive – not after. Add or edit your services list as your business changes. Respond to every review, positive or negative, within 48 hours. Unanswered reviews (especially negative ones) are visible to everyone searching for you.
The One Non-Negotiable Never go more than two weeks without any activity on your GBP. A dormant profile sends a signal – both to Google’s algorithm and to any potential customer browsing your listing – that the business may not be active or engaged.
The Big Picture
Organic search traffic isn’t dead. But the era of writing a blog post, ranking on page one, and watching clicks roll in indefinitely? That’s over for most businesses.
What’s replacing it isn’t a void. It’s a more local, more direct, more relationship-driven form of visibility – one where Google’s own interface surfaces your information to people who are already in buying mode, already searching for your category, already nearby.
Your Google Business Profile is the most underinvested real estate in digital marketing right now. It’s free to claim, it surfaces in the local pack that AI Overviews don’t fully displace, it drives calls and foot traffic, and it compounds in value the more you invest in it.
The businesses that will navigate this shift best aren’t the ones who figure out how to take advantage of AI Overviews. They’re the ones who show up consistently in the places where search still sends people – and right now, for local businesses, that place is your GBP.
Claim it. Fill it out completely. Verify it. Post on it. And then do it again next week.