Google Search is changing. AI is now being used to generate responses directly in search results, pulling information from websites and Business Profiles to create summaries, answer questions, and serve up clickable citations. If your online presence has not kept pace, you may already be losing visibility without realising it.
This is not a distant shift. It is happening now, and it affects every business that relies on Google to bring in customers, whether that is a local service provider or an online shop.
Why this matters
- Your Business Profile and website are both sources. Google’s AI draws on what it finds across your website and your Google Business Profile when building AI-generated responses. If either is incomplete, outdated, or unclear, your business is less likely to be featured.
- Generic content is easier to ignore. Google’s AI looks for unique, first-hand expertise. If your content reads the same as every competitor, there is less reason for it to be surfaced. Businesses that show genuine knowledge and experience in their field have a stronger chance of appearing in AI-driven results.
- Technical basics have become a visibility issue. Google has confirmed that readable website text, fast mobile performance, and working links all contribute to how well AI can use your content as a source. Slow, broken, or hard-to-read pages are easier to overlook.
What to do now
- Audit your Google Business Profile. Check that every field is complete: business name, address, phone number, opening hours, categories, services, and description. Incomplete profiles give AI fewer signals to work with.
- Review your website for readability. Make sure your main service pages use clear, structured text that can be read and understood without needing images or JavaScript to load.
- Test your mobile speed. Use Google’s PageSpeed Insights tool (free) to check how your site performs on mobile. Slow load times reduce your chances of being used as a source.
- Add first-hand expertise to your content. Include real experience: case studies, process explanations, answers to questions your customers actually ask. This is the kind of content AI is more likely to feature.
- Check all internal and external links. Broken links are a signal that a site is not being maintained. Fix or remove them.
Common mistake to avoid
Many business owners set up their Google Business Profile once and assume it is done. A profile that was complete two years ago may now be missing new fields, have outdated information, or lack the detail Google needs to use it confidently as a source. Leaving it unchanged is not a neutral choice. It is a missed opportunity every week. The same applies to websites: a site that was built years ago and has not been touched since is increasingly likely to fall behind on speed, structure, and mobile performance.
How Kraken Dev Co can help
At Kraken Dev Co, we help SMEs and e-commerce businesses make sure their website and Google Business Profile are working together as a strong, reliable source for Google’s AI. If you are not sure whether your current setup meets the standards Google now expects, we are happy to take a look and give you a clear picture of where you stand. Get in touch to find out more.
