Understanding the Influence of Google Business Profiles (GBPs) on AI-Generated Local Search Results: A 30-Day Case Study
As digital marketing professionals and local business owners increasingly rely on emerging AI tools for visibility, questions about how Google Business Profiles (GBPs) impact AI responses are gaining prominence. To shed light on this, I conducted a comprehensive 30-day observational study examining how different AI systems handle a common local search query—“best electrician in Burnaby BC”—and the extent to which they utilize GBP data versus other sources.
Research Methodology
Over nearly a month, I performed daily searches for the targeted phrase from a location within the city of Burnaby, BC, ensuring no account login that might influence results. I developed a custom tracking tool to log responses from five prominent AI systems, recording each instance where a business was named and noting the sources or links referenced. The goal was to identify patterns in how these AI platforms leverage GBP information and other local sources during their answers.
Key Findings
| AI System | Number of Times Business Named | Links to Google’s Own Pages |
|————————|——————————-|—————————|
| ChatGPT | 30 out of 31 instances | None |
| Google Bard (Google AI Mode) | 25 out of 32 instances | 27 |
| Google’s AI Mode | 25 out of 32 instances | 27 |
| Bing Chat (Gemini) | 16 out of 32 instances | 24 (Google Maps) |
| Perplexity | 0 out of 13 instances | None |
| AI Summaries/Overviews | Mentioned intermittently; mostly relied on map pack | N/A |
Insights and Observations
-
Google’s AI Responses Are Highly Google Maps & GBP-Centric:
Google’s own AI tools predominantly reference Google Maps and official business pages, reinforcing the importance of maintaining a robust GBP. -
Non-Google AI Models Rely on Directory Listings:
ChatGPT’s responses frequently cited third-party directories such as ThreeBestRated, HomeStars, PublicLeads, and the Better Business Bureau (BBB). These sources often named the business explicitly, indicating their influence on AI responses. -
Geographical Discrepancies in Business Naming:
Interestingly, while the business in question is physically located in Vancouver, ChatGPT regularly referenced it in the context of Burnaby—97% of Burnaby queries versus only 23% for Vancouver. This suggests AI models may be drawing from different regional data sets or listings for neighboring cities. -
City-Specific Data Sources Vary Across AI Platforms:
Perplexity and similar AI systems cited directory sites like HomeStars and BBB for both locations but only explicitly named the business when referencing Vancouver pages, emphasizing the variability in source reliance.
Conclusions and Recommendations
The data indicates that maintaining a strong and optimized GBP remains vital, especially since it feeds into systems like Google’s own AI and Gemini. For local search visibility, especially when prospective customers perform quick “best X in city” queries, the Google map pack remains a dominant feature.
However, broader AI models such as ChatGPT and Perplexity appear to curate responses from a mix of directories and listing sites beyond Google’s ecosystem. Therefore, comprehensive local SEO strategies should include active management of GBP and consistent presence on reputable directory platforms.
Final Thoughts
While this study focuses on a single business and should be interpreted cautiously, it offers valuable insight into the evolving landscape of AI-powered local search. It also raises an open question: Have you observed instances where AI tools like ChatGPT cite Google Maps or GBP data explicitly in local queries? As AI continues to shape discovery, understanding these patterns can help businesses optimize their local digital presence effectively.
Note: If you’d like to explore the specific methodology behind this tracking or discuss strategies for enhancing your GBP’s impact on AI responses, feel free to reach out or leave a comment below.
