Google Business Profile Tips: A Local SEO Guide for Irish Businesses

Have you noticed a change in the calls and enquiries coming through Google? Perhaps fewer people are clicking through to your website, customers are asking questions you thought your profile already answered, or your business seems to appear differently in Google Maps.

There is a reason to pay attention. Google is changing how people discover local businesses. Alongside traditional search results and Google Maps listings, customers are increasingly seeing AI generated answers that summarise information, compare options and help them decide where to go or who to contact.

This means your Google Business Profile is doing more than displaying your opening hours and phone number. It is part of the information Google uses to understand and describe your business.

In this guide, I’m sharing practical Google Business Profile tips for Irish businesses, including what has changed, what it means for local visibility and what you can do yourself to strengthen your local SEO Ireland strategy. You can work through the checklist in an afternoon without needing to become an SEO expert.

What has changed in local search in Ireland?

There are a few developments worth understanding before updating your profile.

AI Overviews and AI Mode have changed Google Search

AI Overviews are the AI generated summaries that can appear at the top of Google search results, bringing together information from different sources to answer a search query.

AI Mode takes this further. Instead of simply displaying a list of links, it allows someone to ask a more detailed question, explore an answer and ask follow up questions.

Importantly, Google AI Mode launched in Ireland on 8 October 2025. Google announced its international expansion on 7 October, with Ireland included in the rollout. Irish customers can therefore use AI Mode to explore more complicated searches, including questions with local intent.

For example, someone planning a weekend in Clare might ask:

“Which B&Bs near the Cliffs of Moher have parking and serve breakfast early?”

That is a much more specific question than simply searching for B&Bs in Lahinch.

Your business needs to provide clear information about its location, parking, breakfast arrangements and accommodation if it is to be a relevant option.

Google Maps is introducing AI powered place information

Google Maps already displays several types of business information and summaries. These include business descriptions, editorial summaries, review snippets and Place Topics, which highlight subjects customers frequently mention in reviews.

Google’s newer AI powered summaries add another layer. Its developer documentation describes place summaries, review summaries and area summaries. These bring together information about places, reviews and surrounding areas to help people understand what they might find.

It is important to distinguish these from your editable business description. Google also offers an AI writing suggestion for business descriptions in selected regions and languages, using information from your profile and other sources, including your website. This is an optional editing feature, not proof that every Irish business has an AI written summary displayed at the top of its profile.

Google does not publish a definitive list of every source used for every generated local answer. However, its documentation confirms that local business information can come from your profile, publicly available website content, third party data and customer contributions.

The practical message is straightforward: keep your information accurate wherever Google might find it.

The old Google Business Profile Q&A section has changed

If you previously answered customer questions through the public Questions and Answers section of your Business Profile, you may have noticed that it has disappeared.

Google announced changes to Q&A in December 2025. Its stated intention was to let customers ask questions directly in Google Maps and receive instant answers based on business answers and relevant reviews, rather than scrolling through long lists of older questions.

The feature has since been deprecated as an editable public Q&A facility. Google has indicated that existing published answers can continue to inform its understanding of businesses and may appear in Maps.

There is an important distinction here. Google’s announcement confirms that business answers can inform the new experience, but it does not establish precisely how every owner supplied answer is used in every AI response. Industry observers have also reported that some question answering functionality remains in the business management interface during the transition.

I would not rely on the old Q&A section as your main source of customer information. Your website should now do more of that work.

Some AI features are not available in Ireland

Not every Google AI feature announced internationally is available here.

For example, Google’s AI powered calling feature allows people in the United States to ask Google to contact local businesses to check things such as prices and availability. Google has described this as a US rollout, so Irish businesses should not assume customers can use it in the same way.

Google Maps’ newer Ask Maps experience has also expanded beyond its initial US and India launch. Google announced an English language expansion to more than 150 countries and territories in August 2026, making this a development worth watching for Irish businesses.

The features available to customers can vary, so I recommend checking Google’s announcements rather than assuming that every demonstration you see online applies to Ireland.

Why does this matter for small businesses?

Traditionally, a local search might show a map with several businesses and a list of organic results underneath. Customers could browse the options and decide which website to visit.

AI generated answers can change that journey. Instead of browsing a long list, someone might receive a short selection of businesses that appear to match their requirements.

This does not mean that Google has stopped using traditional local ranking signals or that every search now produces an AI recommendation. It means there is another way for customers to discover and compare businesses.

Consider a plumber in Ennis. A potential customer might ask an AI search tool to find an emergency plumber who covers Ennis and nearby villages.

If the plumber’s website says very little about service areas, while the Business Profile has incomplete information, Google may struggle to establish whether the business is suitable.

Now consider a café in Galway. If customers regularly mention vegetarian options, outdoor seating and good coffee in their reviews, these details can help communicate what the café offers. If the information is missing from the website and profile, the business is giving Google less useful context.

The aim is to make it easy for Google to understand exactly what you do, where you do it and why customers choose you.

Google Business Profile tips: your local SEO checklist

This is where I would spend the majority of your time. Work through each section and make improvements as you go.

1. Check that your Business Profile information is complete

Start with the basics. Open your Google Business Profile and review every available field.

• Business name: Use your genuine trading name. Do not add extra keywords or locations to the name simply to improve rankings.
• Primary and secondary categories: Choose the categories that accurately describe your business. A café should not rely on a generic restaurant category if a more appropriate option is available.
• Opening hours: Check your regular hours and add special hours for bank holidays, Christmas and other periods when your schedule changes.
• Address and service areas: Make sure your address is correct if customers visit you. If you are a service area business, such as a plumber in Ennis, list the towns and areas you genuinely cover.
• Services and products: Add relevant services, products or menu information where these features are available for your category.
• Attributes: Select applicable details such as wheelchair accessibility, outdoor seating, Wi-Fi or payment options.

Why it matters: These details help Google understand whether your business matches a customer’s requirements. They also prevent avoidable disappointment when someone arrives expecting a service or facility you do not provide.

2. Answer the questions Google asks about your business

Google’s approach to local questions is changing, but the information you supply still matters.

If you are presented with aggregated customer questions or prompts through your Business Profile management experience, answer them accurately and keep the information current.

Think about the questions customers regularly ask you:

• Do you offer appointments at weekends?
• Do you accept walk ins?
• Is there parking nearby?
• Do you cover towns outside Ennis?
• Can customers pay by card?
• Do you cater for dietary requirements?

A B&B in Lahinch, for example, should be particularly clear about breakfast times, parking, check in arrangements and whether guests can arrange an early breakfast before visiting the Cliffs of Moher.

Google has confirmed that business supplied answers can help inform Maps responses. However, it has not published a complete explanation of how every answer is selected or weighted.

3. Build a genuine collection of useful Google reviews

Reviews are about more than your overall star rating.

The words customers use can provide additional context about your business. Google’s documentation explains that review snippets and Place Topics can highlight common phrases and themes found in customer feedback.

For example, an accountant in Limerick might receive reviews mentioning helpful advice for sole traders, clear explanations of tax returns and support for new businesses.

Those comments communicate much more than a simple five star rating.

Here’s what I recommend:

• Ask satisfied customers to leave an honest review after a genuine interaction.
• Make it easy by sharing your direct Google review link or a QR code.
• Reply to positive reviews with a personal acknowledgement.
• Respond professionally to negative reviews and address legitimate concerns.
• Avoid copying and pasting the same generic response every time.
• Never offer discounts, gifts or other incentives in exchange for reviews.

Google explicitly prohibits incentivised reviews, including offering free or discounted products or services in return for feedback. Fake engagement can also result in reviews being removed or restrictions being placed on your Business Profile.

You cannot control exactly what customers write, and you should never tell them what to say. Instead, encourage honest feedback that reflects their actual experience.

4. Move your frequently asked questions onto your website

With the old public Q&A experience changing, your website is an important place to make customer information accessible.

I recommend creating a frequently asked questions section on your main website or adding relevant questions to individual service pages.

For example, a plumber in Ennis could answer:

• Which areas around Ennis do you cover?
• Do you offer emergency plumbing services?
• Can I request a quote online?
• Do you install and repair heating systems?
• What should I do if I have a burst pipe?

A B&B in Lahinch could cover parking, breakfast arrangements, check in times, family rooms and proximity to local attractions.

These answers should be specific and genuinely useful. Avoid vague statements that could apply to any business.

Write the answer as though you are responding directly to a customer who has never visited your business before.

This also supports your wider AI for Irish Businesses strategy, because clear, useful information makes it easier for people and AI tools to understand what you offer.

5. Make sure your website backs up your Business Profile

Your Business Profile and website should tell the same story.

Check that your business name, address, phone number, opening hours and service information are consistent.

If you operate from a physical location, make sure your website clearly identifies where customers can find you. Include useful directions and local information where appropriate.

If you travel to customers, create a dedicated service area page explaining where you work. A tradesperson serving Ennis, Shannon, Newmarket on Fergus and surrounding areas should make those locations clear without creating dozens of repetitive pages.

You should also consider adding LocalBusiness schema.

Schema is a type of structured data, essentially extra information in your website’s code that helps search engines understand what a page represents. LocalBusiness schema can identify details such as your business name, address, telephone number, opening hours and website.

It does not guarantee an AI recommendation or a higher ranking, but it can help search engines interpret your business information.

6. Check your business details across Irish directories

Google is not the only place customers find local businesses.

Your business information may also appear on directories, review platforms, industry websites and local organisation websites.

Check relevant listings such as:

• Golden Pages.
• TripAdvisor, particularly for tourism and hospitality businesses.
• Relevant professional or industry associations.
• Local chambers of commerce.
• Tourism and destination websites.
• Other reputable Irish business directories relevant to your sector.

For example, a B&B in Lahinch should pay attention to its information on tourism and accommodation platforms, while an accountant should check that their professional details are accurate wherever their practice is listed.

You do not need to be listed everywhere. Focus on websites that are relevant to your industry and that your customers might genuinely use.

Why it matters: Consistent information helps customers verify your business and gives search engines additional sources of context. If your website lists one telephone number and an old directory lists another, it creates unnecessary confusion.

7. Keep your photos and Google Posts up to date

Photos help potential customers understand what your business looks like and what they can expect when they visit.

A café in Galway could add photographs of its interior, outdoor seating, menu and food. A salon could show its treatment rooms and facilities. A tradesperson could upload genuine examples of completed work.

Make sure photographs are current, relevant and representative of your business.

Google Posts also give you an opportunity to share updates, events, offers and announcements directly through your Business Profile.

Use them to communicate useful information, such as seasonal opening hours, upcoming events or changes to your services.

However, I would not treat posting frequently as a guaranteed way to improve local rankings or AI visibility. Google describes Posts as a way to share updates and help customers make decisions, not as a ranking shortcut.

There have also been policy clarifications in 2026 around promotional content in business listings and contact details in Posts. Check the current Google Maps content policies before publishing promotional material, and use the designated contact and action buttons rather than placing phone numbers or unrelated links in post text.

8. Check what Google is changing on your profile

There are a couple of recent changes worth adding to your regular maintenance routine.

In September 2026, Google clarified that business owners may have just four days to accept or reject certain suggested edits to their Business Profile. If you receive a notification and do not respond within that period, Google may publish the suggested change if it is supported by other publicly available information.

In October 2026, Google also clarified its rules around advertising and promotional content on Maps. Business listings should not be used for time limited promotions, pricing or direct calls to action, and Posts have restrictions on phone numbers, email addresses and certain links.

These changes are a good reason to check your profile notifications regularly rather than assuming everything will remain exactly as you left it.

I would make checking suggested edits part of your monthly local SEO routine.

How to check what Google and AI tools are saying about your business

Once you have worked through the checklist, spend a little time looking at your business from a customer’s perspective.

I recommend doing this once a month. You do not need expensive software to get started.

1. Search for your business name in Google. Check the Business Profile, website links, reviews, photographs and any information displayed about your services.
2. Search for your business category and town. Try searches such as “café in Galway”, “accountant in Limerick” or “plumber in Ennis”. Note which businesses appear and what information Google highlights.
3. Open AI Mode and ask a more detailed question that a potential customer might ask. For example, “Which plumbers in Ennis offer emergency callouts and cover nearby villages?”
4. Test one or two other AI assistants, such as ChatGPT or Gemini. Ask questions about your industry and location, and see whether your business is mentioned.
5. Record the results. Note whether the information is accurate, which competitors appear and whether there are questions your website does not answer.

Do not worry if your business does not appear in every answer. AI responses can vary, and one search is not a reliable measure of your overall visibility.

I also recommend checking your Google Business Profile Performance insights. These provide information about how customers discover and interact with your profile, including relevant search activity and customer actions.

Google Search Console is another useful tool. It helps you understand which searches are generating impressions and clicks for your website, which pages are appearing in Google and whether there are technical issues affecting visibility.

For a wider look at how to monitor your presence across AI platforms, I’ve also written Winning Brand Visibility in the Age of AI, which explores practical ways to understand how AI tools are presenting your business.

The important thing is to establish a baseline. You can then see whether your improvements are making a difference over time.

One seasonal reminder: Check your Christmas opening hours

As we move towards the busy Christmas period, make sure your special opening hours are updated well in advance.

This is particularly important for cafés, restaurants, salons, retailers and other businesses that may operate different hours over Christmas and New Year.

If you are closed on St Stephen’s Day, opening late on Christmas Eve or taking an extended break in January, add those dates to your Google Business Profile.

It is a small task, but it can prevent customers making unnecessary journeys or contacting you when you are unavailable.

Your website and other important directories should reflect the same arrangements.

Your Google Business Profile does not need constant attention, but it does need to be accurate. Start with the information customers rely on most, make sure your website supports it, and build a simple monthly routine for checking what Google is showing. Good local SEO is still about helping the right customers find the right business. The difference is that now, your information needs to make sense not only to the person searching, but also to the AI tools helping them choose.

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