Google Just Changed the Rules for Local SEO: Why Your Google Business Profile Optimisation Needs an Urgent Update
Every month, Google makes a change that forces business owners to question their entire local SEO strategy. These aren’t just minor tweaks; they are fundamental shifts that determine whether potential customers find you or your competitors. The latest? Google is quietly retiring the familiar Q&A feature on Google Maps and replacing it with an AI-powered “Ask” button.
If you’ve been relying on the old Q&A section to manage customer queries, this change is a clear signal: the way you approach Google Business Profile Optimisation must evolve, and it must evolve now.
The Problem: Google’s AI is Now the Gatekeeper of Your Answers
For years, the Q&A section on your Google Business Profile (GBP) was a direct line of communication. Customers asked a question, and you or the community provided a clear, human-written answer. It was a vital component of a solid local SEO strategy.
Now, Google has deprecated the API and is removing the feature from the public-facing profile [2]. In its place, a new AI-powered “Ask” button will provide instant, updated answers to customer questions [1].
What This Means for Your Business
This isn’t about convenience for the customer; it’s about control for Google. The AI is now tasked with generating a single, definitive answer. But where does this AI get its information?
According to Google, the AI will pull from three primary sources [1]:
- Your existing Q&A and answers (which you can still manage in the backend).
- Your business’s reviews.
- Your website content.
If your website is sparse, your reviews are unmanaged, and your GBP data is incomplete, the AI will be forced to fill in the blanks—and that is a risk no business serious about Google Business Profile Optimisation can afford to take. Watching others get the customers that should be yours is frustrating.
The Solution: Two Urgent Actions for Local SEO Success
The good news is that improving your online visibility doesn’t have to be complicated or overwhelming. This change is an opportunity to take control of your narrative and ensure Google’s AI is working for you, not against you.
Here are the two most critical actions you must take immediately to secure your local SEO ranking and dominate your market.
1. Prime the AI: Build a Comprehensive, On-Site FAQ Page
Since Google’s AI is now actively crawling your website for answers, your website must become the single source of truth for your business.
A dedicated, well-structured FAQ page is no longer a nice-to-have; it is a critical SEO asset [4]. This page should anticipate and answer every question a potential customer might ask.
| Strategy | Actionable Step | Local SEO Benefit |
|---|---|---|
| Content Depth | Answer detailed questions about pricing, service areas, guarantees, and common issues. | Feeds the AI with accurate, pre-approved answers, reducing the chance of AI-generated errors. |
| Schema Markup | Implement FAQPage Schema Markup on your page. | Directly signals to Google that this content is a list of questions and answers, making it easier for the AI to ingest. |
| Keyword Targeting | Naturally integrate your core keywords (e.g., “local SEO services,” “Google Business Profile Optimisation”) into the questions and answers. | Reinforces your relevance for key search terms, improving organic and local search visibility. |
2. Double Down on Google Business Profile Optimisation
The AI is only as good as the data you provide. You must treat your GBP as a living, breathing marketing asset that requires constant attention.
| Strategy | Actionable Step | Local SEO Benefit |
|---|---|---|
| Complete All Fields | Ensure every single field—from services and products to business hours and accessibility—is 100% complete and accurate. | A complete profile is a trusted profile. This foundational data is the first layer of information the AI uses. |
| Manage and Respond to Reviews | Actively encourage new reviews and respond to every single one, positive or negative. | Reviews are a key data source for the AI. Your responses allow you to insert your own keywords and context, influencing the AI’s understanding of your business [3]. |
| Utilise Google Posts | Use Google Posts regularly to announce offers, events, and new services. | Posts provide fresh, timely content that the AI can use to answer questions about current promotions or business updates. |
Feeling Confident in Your Marketing Decisions
Envision running your business with the peace of mind that comes from knowing your local SEO is working. No wondering if you’re wasting money on outdated strategies. Instead, you get clear results showing that your proactive Google Business Profile Optimisation is driving a consistent flow of new, qualified customers.
This shift to AI-driven answers is not a threat; it is a predictable challenge that requires a strategic response. By focusing on high-quality, structured data on your website and in your GBP, you control your marketing and ensure your business is found by the people who need it most.
References
[1] Google Changing Q&A Feature In Google Maps For Ask. Search Engine Roundtable. https://www.seroundtable.com/google-maps-qa-feature-ask-40594.html
[2] Google Cuts Q&A Sections from Business Profiles. The Hoth. https://www.thehoth.com/blog/google-cuts-qa-sections/
[3] Google Removing GBP Q&A: Local SEO Impact & What To Do. Construction Marketing Services. https://constructionmarketingservices.com/gbp-qa-removal-impact-what-to-do/
[4] Google Removes Q&As – And Why Having An FAQ Page Is … Reddit. https://www.reddit.com/r/localseo/comments/1pl1jss/google-removes-qas-and-why-having-an-faq-page-is/
