Why Business Profiles Are Taking Center Stage in the Age of AI (and Why SEO Might Not Be Your Best Bet Anymore)

We've all felt it: the world of search is changing faster than ever. From mobile assistants jumping in the mix to AI-driven search results that cut back on traditional "10 blue links," the playbook for getting found online is evolving in real time. I believe that business profiles are stepping back into the spotlight and old-school SEO might be losing its grip.

The Re-invention of Mobile Assistants and AI Search

1. Phones Prefer Chat, Voice, and Quick Answers

The days where everyone types their inquiries into a browser are waning... Now, we have Siri, Google Assistant, Alexa, and similar voice assistants responding to questions on the spot. And they're finally becoming reasonably good with it with the advent of LLMs. Instead of scrolling through countless search results, you ask a question and, more often than not, get an immediate answer. If your business information isn't updated in these assistants' "knowledge graphs," you're likely to miss out.

2. AI-Driven Results Slim Down Traditional Search

Search engines are no longer just spitting out pages of blue links; they're leveraging AI to provide more direct answers. Whether it's Google pulling data from featured snippets or ChatGPT-like models summing everything up, users may not even click through to your website anymore. That means the "SEO game" (optimizing for that first-page spot) can feel like an uphill battle, especially for small businesses.

3. Decline in Traditional Search Popularity

Between social media channels, AI chatbots, and mobile app experiences, many people are skipping the search engine step altogether. Instead of opening a browser and typing "Italian restaurants near me," they might ask Siri or check a local review app. That's a big shift in user behavior and one that demands a fresh strategy for business owners.

Business Profiles Are The New Front Door... Again.

Business profiles (like Google Business Profile, Yelp, Facebook, TripAdvisor, etc.) have always mattered, but now they matter more than ever.

  1. They Feed AI Assistants: Voice and AI assistants pull their information from trusted platforms and databases. If your details (like address, phone number, and hours) are correct on these profiles, you have a better chance of being featured in those quick answers.

  2. Instant Credibility, Zero Extra Clicks: People are increasingly getting all the info they need (reviews, photos, contact details) straight from your listing without ever visiting your website. If your profile is outdated, incomplete, or lacking reviews, you're probably missing out on potential customers.

  3. Less Algorithm Whiplash: SEO can feel like you're constantly reacting to big Google updates. Keeping your Google Business Profile or Yelp listing current is relatively straightforward: add updates, respond to reviews, post photos. You're less at the mercy of hidden algorithm tweaks.

  4. A Built-In Trust Factor: Reviews, star ratings, and user-submitted photos act as social proof. That's a powerful magnet for drawing in new customers who want to see at a glance how others rate you.

  5. Local Targeting Is Natural: If someone is in your neighborhood searching for a service, business directories and map-based results usually come first. That natural local targeting can be a huge win for local businesses.

How to Master Your Business Profiles

  1. Claim Everything: If there's a directory or platform relevant to your industry, grab your listing—even if you don't think many people use it. AI systems collect data from multiple sources, so you want to be present wherever possible.

  2. Be Thorough: These details help AI assistants and search engines figure out exactly what you offer.

    • Use clear, concise descriptions
    • Keep your hours updated (including holiday hours)
    • Check your business category tags

  3. Gather (and Display) Social Proof: Encourage happy customers to leave reviews and politely respond to them. Even the less-than-pleasant ones. Each response shows that you're an active, caring business, and reviews are often pulled directly into AI or voice assistant answers.

  4. Fresh Photos and Updates: If you've got new menu items, a renovated space, or just something cool going on, add fresh photos and posts. It signals that your business is active and relevant, which can give you a leg up in local or AI-driven rankings.

  5. Monitor Insights: Platforms like Google Business Profile offer analytics—how many views you're getting, how many people requested directions, etc. Keep an eye on these numbers to see what's clicking (and what needs tweaking).

The Bottom Line

It's not that SEO is totally obsolete, but chasing ever-changing keywords and algorithm updates can be exhausting and expensive. Now, mobile assistants and AI chatbots are steering users toward direct, concise answers. That often means pulling info from business profiles and not your website.

If you're a small or medium-sized business, give those listings some love: update your info, gather reviews, post photos, and keep an eye on your analytics. You might find you're reaching customers more effectively and getting better returns than you ever did trying to game the SEO system.