Google has elevated Google Business Profile (GBP) from being a simple digital “phone book” listing to a powerhouse that can help you build local visibility, boost your search engine rankings, and even turn browsers into buyers before they even click on your site.
However, many businesses are simply scratching the surface of what is possible.
So, let’s dive into the hidden features of your GBP that you should be taking advantage of today. We’re not talking about old advice like “upload photos,” “respond to reviews,” and “post updates.”
We’re talking about new ideas that are working well behind the scenes this year and how making a few small changes can produce a surprisingly large effect.
1. AI-Powered Q&A Automation (and Why It Is a Game Changer)
Google recently rolled out an AI-powered Q&A suggestion feature that uses machine learning to identify the questions that customers ask most frequently and provides answers based on your business information, previous reviews, and your website.
What’s important is that your potential customers may receive the answer to their questions without even having to click on your link since these Q&As often show up in the Knowledge Panel or local pack listing. This can significantly increase your conversions.
To maximise your chances of success with AI-powered Q&As:
- Edit the answers that AI suggests regularly. Although they’re good, they’re still not perfect.
- Seed questions based on what you’re most often asked — “Do you provide consultations on weekends?” or “Is there a fast way to get a quote?”
- Add a bit of personality to your responses. Google likes helpful information; however, consumers prefer a more human voice.
Think of it as having a receptionist round the clock who never takes a break from answering your customers’ questions.
2. Product & Services Catalogues Are Now Smart
Remember when “Products” seemed to be an afterthought when creating your profile? That is no longer the case. Google has quietly improved the way products and service catalogue data integrates with search intent.
When a user searches for something such as “social media agency near me”, Google will pull the data from business profiles that have created properly categorised service catalogues, not just from their website.
As a result, your GBP can now rank on intent alone.
Here’s what you can do:
- Add detailed service descriptions (about 250-300 characters per item).
- Include pricing where applicable — transparency and clarity build trust and can help narrow down leads that are relevant to your services.
- Upload visual representations of your brand.
For example, a digital marketing company can create a list of services that include “SEO audit”, “Google Ads management”, “content strategy”, and “local search optimisation.”
Do not create a generic list. Each entry should sound human. A statement such as “We’ll fine-tune your campaigns so you are not throwing away a penny on irrelevant clicks” will always outrank robotic copy.
3. The New Local Justifications Will Sneakily Influence Clicks
Although many SEO professionals did not catch it, Google has started to dynamically pull data from multiple sources to populate the “justifications” listed below the business name in Maps.
These justifications can read something such as:
- “Their team responded to this question yesterday.”
- “Customers mention your quick response times.”
- “This business offers same-day service.”
Those little blurbs are pure gold. They serve as mini trust signals that lead users to click your business instead of your competition.
How do you influence justifications without manipulating the system?
- Post using the GBP “Updates” feature regularly to keep your content fresh. Google will sometimes grab snippets from recent posts.
- Encourage reviews that reference specific benefits — “They adjusted my ad campaign within a day.”
- Keep your Q&A fresh. Google views the age of your responses as a freshness signal.
Activity creates visibility. A silent profile fades quickly.
4. The “Add Highlights” Feature – A Hidden Conversion Driver
“Highlights” were previously a small section that you would rarely notice; however, in 2025, it’s one of the top methods to demonstrate what sets your business apart.
You can label your GBP with attributes such as:
- “Appointments are available online”
- “Women-owned”
- “Initial consultations are complimentary”
- “Works with small businesses”
And, these tags are not just for decoration. They are now shown in search filters and Maps results.
If someone filters for “digital agencies providing complimentary consultations,” and you have labelled your GBP accordingly, you are now part of the short-list.
Our recommendation: Treat these highlights as mini-trust badges. While they do not stand out, they can gently push potential clients toward contacting you — and in the digital marketing space, small pushes compound very quickly.
5. Utilise Google Posts as a Mini-Blog
Most businesses fail at utilising Google Posts. They post once a month (at best), post a generic promotion, and then forget about it.
In 2025, Google Posts are showing longer shelf-life — especially when they relate to timely or seasonal subjects.
Consider it micro-content SEO. You can use it to:
- Announce limited-time promotions (“Free SEO audits in November”).
- Share quick-wins (“We helped a Melbourne client boost his local leads by 62%”).
- Publish educational tidbits (“Why AI-generated ad copy still requires human editing”).
The key: Write naturally. You’re writing to humans, not search engines.
Resist the temptation to over-optimise. Google is smarter than that. A conversational, useful tone will beat keyword-stuffing every day of the week.
6. Analytics That Actually Provide Meaningful Information
Google recently updated its “Performance” dashboard, and it is now shockingly good. You can track not only the number of calls and visitors to your website — but also the locations where users interacted, which services they viewed, and even the actions they’ve taken after they viewed your profile.
If you are a digital marketer, this is a goldmine. You can see which keywords prompted users to view your listing, and how frequently those interactions resulted in actual leads.
Here is a quick process to obtain more value from it:
- Export your profile data each month.
- Compare your exported GBP performance data with your Google Ads and Analytics reports.
- Identify the keywords that drove both ad clicks and profile interactions — those are your intent magnets.
Once you determine this, you can focus your efforts on the highest performing topics in both your paid and organic advertising.
This is similar to tuning a guitar. One small tweak can greatly improve the overall sound.
7. The “Chat” Feature Is No Longer Just Chat
The chat function within the GBP is now much more capable than it used to be. Now, businesses can incorporate it into their Customer Relationship Management (CRM) systems and automated responders.
However, here’s a crucial factor to consider: Google is now taking note of how quickly businesses respond to inquiries. Businesses that respond to inquiries within less than 10 minutes will receive a better positioning in certain search queries.
Therefore, response time is now a ranking signal for businesses.
Set up auto-responses that appear to be written by a person rather than a robot. For example:
“Hello — thank you for contacting us! We’ll get back to you soon. Check out some of our current campaigns on our website in the meantime.”
A very simple, conversational tone can do wonders.
8. LSA Integration (Still in Beta in Many Areas)
While this is still being rolled out in many regions, it is important to discuss. Google is developing a deeper connection between Local Service Ads (LSA) and Business Profiles. What this means is that your ad data and your profile reputation are going to merge.
When your GBP is incomplete or inactive, it can now negatively affect your ad placement.
What should you do?
- Post to your GBP consistently throughout the week.
- Ensure that your business category aligns with your LSA configuration.
- Respond to every review — even the occasional negative review.
The more cohesive your online presence appears to Google, the more likely it is to deliver your ads to the correct target audience.
9. Reviews Are Changing (and AI’s Involved)
There is a reason why a few marketers are going to be uncomfortable with this announcement. Google is currently using AI to assess the tone of reviews. This includes emotion and consistency.
If your reviews seem too similar — or too polished — they may be flagged or demoted.
Authentic and diverse reviews have become more important than ever.
To encourage authentic reviews naturally:
- Do not send templated review requests. Personally request customers to write reviews, in your own voice.
- Ask that your customers include something specific in their review (“We loved working with your team on our campaign!”).
- Respond in your own voice — avoid corporate speak.
People can detect when you’re faking it. Google can also.
10. The New Booking Integrations Are a Secret Lead Generator
If your business offers appointments — such as strategy sessions, consulting, or training — Google is now allowing you to directly connect to booking systems, such as Calendly and Acuity.
This is significant.
Since removing the steps between interest and action increases your conversion rates, for service-based companies, leads can now book time with you from Maps without ever having visited your website.
To set this up, head to your GBP dashboard, connect your scheduling application, and test it as a customer would. You’ll find it surprisingly smooth.
It’s one of those subtle upgrades that can double your leads overnight if utilised correctly.
11. Google’s “Photo Insights” — A Visual Data Secret
Many business owners post images to their GBP and forget about them. However, Google’s “Photo Insights” feature — which was added late last year — now monitors impressions, clicks, and engagement for each image type.
What this means is that you can literally see which types of visual content attract the most attention.
If you’re a digital agency, try posting different types of visual content:
- Behind-the-scenes images of your team brainstorming.
- Before-and-after screenshots of your ad performance (blurring client data).
- Short videos containing marketing tips.
Then monitor which types of visual content generate the most engagement. Visual content that generates engagement can indirectly improve your profile visibility.
Also, did you know that Google now slightly favours GBP listings with new images posted regularly?
Therefore, your camera roll can be a secret SEO weapon.
12. Google Updates Feed — The Quiet Reputation Watcher
In 2025, Google began testing a “Business Updates Feed” that gathers and displays public mentions, changes, and reported problems regarding your business. It is a combination of both AI-curation and user feedback.
If your GBP contains outdated information or if your website link is broken, Google will flag it automatically.
To remain ahead:
- Check your GBP dashboard notifications every week.
- Verify that your contact details are consistent with your website and social media platforms.
- Address flagged problems promptly.
Think of it as digital cleaning. If you ignore it for too long, your GBP will begin to look unkept.
Bringing It All Together
At its best, your GBP is a digital storefront that operates 24/7. The key is not to just have one; it’s to keep it active.
Since Google is now rewarding activity, context and authenticity more than before, if you’ve been treating your GBP as a “set and forget” listing, now is the time to reassess that approach.
- Post weekly.
- Use the tools that best fit your audience.
- Track what works, and focus on it.
Your competition are probably ignoring half of these tools. This means that you do not need to raise your voice — simply play smart.
And if managing everything seems overwhelming? That’s where a reputable digital marketing team comes into play. A team that understands how local intent and search visibility relate to each other — and can assist you in taking advantage of Google’s silent updates to your benefit.
Sometimes, it’s not about creating a new strategy; it’s simply about recognising what others aren’t.