Google has introduced Ask Maps, an AI-powered Q&A feature for Google Business Profiles (GBP) on Google Maps. This feature is designed to provide users with tailored, dynamic, and accurate responses based on trusted data sources, signaling a major upgrade over the now-deprecated Google Q&A.
How “Ask Maps” Works:
- Open-Ended Queries: Users can input open-ended questions or use suggested pre-formed queries specific to the business.
- Answer Sources: The AI prioritizes GBP details, reviews, and business websites but may access third-party trusted sites if needed.
- Content Limitations: If sufficient information isn’t available, users may see, “There’s not enough information about this place.”
- Category Availability: Not all businesses have the feature. Excluded categories include healthcare, spam-prone industries, and certain regulated businesses (e.g., marijuana dispensaries).
Implications for Marketers:
- Enhanced Visibility for Quality Content:
- High-quality website content, reviews, and GBP data are pivotal, as they directly feed the AI’s responses.
- Use well-structured, siloed website content to address common customer questions.
- Leverage Reviews and Social Proof:
- Diversify review content across platforms and highlight them on your website.
- Actively manage and respond to reviews to maintain a strong reputation.
- Regular Updates for Visual Content:
- Upload original, high-quality photos and videos to GBP and your website to increase engagement and conversions.
- Optimize Social Media and Citations:
- Keep social profiles (e.g., Facebook, LinkedIn) updated with accurate and engaging content.
- Build non-linked branded mentions (“citations”) on credible local platforms to boost AI’s understanding of your business.
Challenges and Strategic Adjustments:
- Decline in Website Traffic:
- As Google increasingly answers user questions directly on GBP, traffic to small business websites may decline.
- Focus on optimizing GBP to capture leads directly from Google.
- Vertical-Specific Strategies:
- Tailor your content and engagement tactics to align with consumer behavior in your industry.
- Zero-Click Searches:
- Prioritize visibility and engagement on Google rather than relying solely on driving traffic to your website.
Future Outlook:
- Google is increasingly using AI to centralize user interactions within its ecosystem. While this benefits user experience, it requires businesses to adapt their strategies to maintain visibility and relevance.
- Marketers should leverage this change by aligning their GBP optimization efforts with Google’s AI-driven focus on quality, relevance, and engagement.
Businesses can thrive in this AI-first ecosystem by treating their GBP as a digital storefront, ensuring it is rich with quality content and regularly updated.
