Guide

Google Business Profile 2026: what has changed

What's different about Google Business Profile in 2026 compared to two years ago — legally, technically, and in terms of what actually pays off for small businesses.

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Quote upon request1 to 2 weeksAs of 2026

In short

Two things have changed with Google Business Profile in 2026: the transparency requirements of the EU AI Act have been in effect since August, and search answers more and more questions directly in the results. Technically, reliability has improved above all — which doesn't mean that every project makes sense.

01 — Current

What changed recently

Two developments shape the decision in 2026: First, the transparency requirements of the EU AI Act have been in effect since August — anyone communicating with an AI system must be able to recognize it. Second, search itself now answers more and more questions directly, which changes the value of having your own easily findable information source.

For Google Business Profile, that means in practice: labeling is mandatory, not a stylistic choice, and the content the system works with is the same content that's also cited in search results and generated answers. If you prepare it properly once, you use it twice.

Technically, reliability has improved most of all. What was still an experiment two years ago is today a plannable implementation in many cases — which doesn't mean every project makes sense.

02 — Legal situation

EU AI Act: what applies

Since August 2026, the transparency requirements from Article 50 of the EU AI Act apply: Anyone communicating directly with an AI system must be able to recognize it. We build in the labeling as standard.

The AI Act doesn't distinguish by company size: A sole proprietorship with an AI system in customer contact is affected just as much as a corporation. What matters is purpose and risk, not headcount.

There's also the obligation to ensure adequate AI competence for the people working with it. That's not an examination requirement, but it should be documented — a training session with a participant list is the simplest proof.

03 — Benefits

What it actually delivers

Time that's missing elsewhere. Most profiles are half-filled, have the wrong primary category, and photos from the year they were founded.
Consistent quality. A system doesn't have a bad day and doesn't skip a step — regardless of who's currently in the office.
Traceability. What runs automatically is documented. That helps with handovers, vacation coverage, and in case of disputes.
Availability outside business hours. A significant portion of inquiries arise in the evening and on weekends — where until now no one was responding.
A side effect hardly anyone plans for: During setup, it regularly becomes apparent that processes in the business are unclear. Clarifying that is often more valuable than the automation itself.

04 — Questions

Frequently asked questions

What is the most important setting in the profile?

The primary category. It determines which search queries you're even eligible for. A business listed as “construction company” instead of “plumber” appears for the wrong search — or for none at all.

What about false or fake reviews?

They can be reported, with varying success. For clear policy violations — insults, mistaken identity, competitors — it often works. For merely unfair criticism, rarely.

Should we respond to negative reviews?

Yes, factually, promptly, and without justification. The response isn't intended for the author, but for everyone who reads it later. A calm response to a harsh review often works better than twenty five-star entries.

What if someone has created a fake profile for our business?

That happens, usually through automated entries from old directories. Ownership can be claimed, and duplicate entries are merged or reported.

Do posts in the profile achieve anything?

Little direct ranking effect, but they fill the space in the profile and show activity. For businesses with promotions or events they're worthwhile, for others hardly.

Who is allowed to manage the profile?

Multiple people can be registered as owners or managers, with different permissions. That makes sense so maintenance doesn't depend on a single person with a single login.

Is a video in the profile worthwhile?

As a supplement yes, as a replacement for photos no. A short tour or workshop view builds trust, but doesn't replace the complete, current still images that most viewers see first.

05 — Next

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Next step

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