By Brad Weatherall, Former Director of Operations for Google Business Profile
It was fantastic to be back at BrightonSEO San Diego. Thank you to everyone who joined the session. If you were in the room, you’ll know the main takeaway: the Knowledge Panel has become your new homepage.
This isn’t a catchy tagline; it reflects a major shift in how Google now operates. After more than a decade working on products including Google Maps, Search, Shopping, and most notably Google Business Profile (GBP), I’ve had a front-row seat to how local search is evolving. And today, that evolution has accelerated into something every business needs to understand:
Google is no longer just a search engine, it’s becoming an answer engine.
The Big Shift: From Search Engine to Answer Engine
Google’s mission has always been to organise the world’s information and make it universally accessible and useful. For years, that meant providing links and directing users to websites.
But things have changed.
Google is now using AI to analyse information, understand intent, and provide answers directly on the results page. As Elizabeth Reid, VP of Search, shared at Google I/O, the future of search goes “beyond information to intelligence.”
We’re firmly in the era of the AI Overview, and the data speaks for itself:
- 88% of informational-intent queries now trigger an AI Overview
- 40–70% of local-intent queries trigger an AI Overview (depending on industry)
- 60% of all searches are zero-click searches
That last number is the one businesses should pay the most attention to.
If users no longer click through to websites, the information presented on the SERP, especially in the Knowledge Panel, has become your most valuable digital real estate.
AI Mode: A Glimpse into Google’s Future
Google is actively testing new experiences in what it calls AI Mode, where AI-generated answers and local search blend together seamlessly.
Search for something like “breakfast burritos near me” and AI Mode immediately loads a tailored list of relevant business profiles. Select one, and the Knowledge Panel expands with richer detail, including multimedia like looping videos.
This environment is Google’s testing ground for the future and it makes one thing clear:
Your Google Business Profile is the primary data source powering this next generation of local search experiences.
Your New Home: Optimising Your GBP
Years ago, Google discontinued the simple GBP website builder. That decision signalled a larger strategy: Google wants businesses to invest in their Google Business Profile, because that’s where the AI pulls its data from.
If the Knowledge Panel is now your homepage, then the GBP is the foundation of your entire online presence, especially as zero-click behaviour continues to grow.
Six Ways To Optimise Your GBP for an AI-Powered Search World
- Craft Rich Descriptions & Services
Don’t settle for brief or generic text. Detailed descriptions help AI understand exactly what you offer and which queries you should appear for. - Choose Specific Categories
Use the most accurate primary category and relevant secondary categories. Google’s AI depends heavily on structured, category-level data. - Complete Every Field
A fully completed profile sends stronger signals: hours, attributes, products, services, accessibility features, and more. - Leverage Reviews for Keyword Context
Encourage customers to mention the actual services or products they used. Reviews are an ongoing stream of fresh, high-intent keywords. - Prioritise High-Quality Photos & Videos
Media plays an increasingly important role in how the Knowledge Panel appears especially in AI Mode. - Use Local Posts as Conversion Tools
Posts let you highlight timely messages directly on the SERP, driving engagement without requiring a website visit.
Managing All of This at Scale: Where GMBapi.com Comes In
For agencies and brands managing dozens, hundreds, or thousands of locations, maintaining this level of optimisation manually simply isn’t feasible.
This is where GMBapi.com becomes essential. With GMBapi.com you can access:
Health Scorecards
Instantly spot which listings need the most attention or improvement, prioritising work where it matters most.
LLM Tracking & Grid Mapping
Track shifts in local visibility and understand how your listings appear across different geographies.
Bulk & Efficient Optimisation
Update and optimise entire location portfolios quickly and accurately, powered by smart automations and helpful workflows.
The Google Business Profile is no longer “just a listing.” It’s the cornerstone of your local search strategy and increasingly, your new homepage in a zero-click world.
Businesses that embrace this shift will be the ones who thrive in the AI-powered era of local search. And GMBapi.com is here to help you manage, optimise, and scale that presence with confidence.
View the Presentation Slides: The Knowledge Panel is Your New Homepage
Presentation on Vimeo here
