What Happened
Google has recently clarified how businesses can identify genuine messages sent through Google Business Profile (GBP), helping owners distinguish official communications from potential scams or spam. At the same time, Google has continued to shed light on how AI-powered search responses are generated, confirming that websites and Business Profiles are used as direct sources for AI search results, including clickable links and citations. For small and medium-sized businesses, this is a timely reminder that your GBP and website are working harder behind the scenes than many owners realise.
Why This Matters
- AI search is pulling from your GBP and website right now. Google’s AI uses both your website content and your Business Profile as sources when generating responses in search. If either is incomplete, out of date, or difficult to read, your business may simply not appear, or worse, appear with incorrect information.
- Generic content is less likely to get you featured. Google has indicated that unique, first-hand expertise gives businesses a better chance of being cited in AI-generated results. If your website sounds like everyone else’s in your industry, it offers less for the AI to distinguish and surface.
- Scam messages through GBP are a real risk. With Google clarifying what legitimate GBP messages look like, it’s clear that fraudulent contact via the platform is enough of a concern to warrant official guidance. Business owners who aren’t familiar with how genuine messages appear could be vulnerable to misinformation or phishing attempts.
What to Do Now
- Review your Google Business Profile for completeness. Check that your business name, address, phone number, opening hours, categories, and website link are all accurate and fully filled in. Google specifically recommends complete local business details for better AI visibility.
- Make sure your website text is easy to read. Avoid dense blocks of text, jargon-heavy language, or content that’s been written purely for search engines. Readable, well-structured copy helps both users and Google’s AI understand what you offer.
- Test your website on mobile. Fast mobile performance is one of Google’s explicit recommendations for AI search visibility. If your site loads slowly on a phone or displays poorly on smaller screens, it could be quietly costing you.
- Fix any broken links. Working links across your website are another factor Google calls out specifically. A quick audit using a free tool such as Screaming Frog’s free tier or Google Search Console can highlight any pages or links that need attention.
- Learn what a legitimate GBP message looks like. Familiarise yourself with how Google actually contacts businesses through the platform, so you can spot anything that doesn’t look right. If in doubt, log in directly to your GBP dashboard rather than clicking links in messages.
Common Mistake to Avoid
One of the most frequent oversights SMEs make is setting up a Google Business Profile and then leaving it largely untouched. An incomplete or stale profile not only reduces your chances of appearing in local search results, but it also limits the information Google’s AI has to work with when generating responses. Treating your GBP as a one-time task rather than an ongoing part of your online presence is worth reconsidering.
How Kraken Dev Co Can Help
At Kraken Dev Co, we help small and medium-sized businesses get the basics right, from technically sound, mobile-friendly websites to well-maintained Google Business Profiles that give search engines something solid to work with. If you’re unsure whether your current setup is helping or hindering your visibility in search, we’re happy to take a look and give you an honest assessment.
