For most local businesses, the Google Business Profile is the most valuable page they own that isn’t on their own website. It’s what shows up on Google Maps, in the local results and, increasingly, in the answers Google’s AI gives when someone asks for a recommendation. And the Google Business Profile changes Google has made in 2026 go further than in any year we can remember.
Here are the Google Business Profile changes that actually matter, what applies in Australia, and what to do about each one. We’ve stuck to changes confirmed by Google or reported by the main search industry publications, and left out the rumours.
1. Q&A is making way for “Ask Maps”
The old questions and answers section, where anyone could ask a question on your profile, is being replaced by AI. Google retired the Q&A API in late 2025, and its Gemini-powered Ask Maps feature now answers customers’ questions using your profile information and reviews. Ask Maps began rolling out in Australia in August 2026.
What to do: the AI can only answer from what it can find. Fill in your description, services, attributes, opening hours and service areas thoroughly. Answer common questions in your posts and on your website. Reply to reviews, because they’re part of what the AI reads.
2. You can now schedule posts
Google added scheduling for Google posts, along with publishing to several locations at once. It sounds small, but it removes the main reason most businesses stop posting: remembering to do it.
What to do: set aside an hour a month and schedule four posts: a recent job, an offer, a tip and some news. Google also brought back view counts for posts in September, so you can finally see which types people engage with.
3. Short names are gone
Since February 2026, Google no longer shows or allows short names, the custom g.page/yourbusiness links. Existing links still work for now.
What to do: if you’ve printed a short link on business cards, vans or signage, switch future print runs to your full Maps link or a QR code for your review link.
4. Review rules have tightened
Google updated its review policies to spell out what’s not allowed: unusual spikes in reviews, offering incentives, asking only happy customers (“review gating”) and pressuring people on the spot. Google Maps has also started asking users whether a business offered them something in exchange for a review. Separately, through July and August, many businesses saw reviews disappear or new reviews paused while Google’s spam systems ran. Google said it would restore reviews removed in error.
What to do: ask every customer for a review, the happy and the merely satisfied alike, and never offer a discount or prize in return. Build the request into your process, for example an email or text sent when the job is finished. Keep screenshots of your reviews so you have a record if any vanish.
5. Reviewers can use nicknames
Since December 2025, people can post reviews under a nickname rather than their real name. The review is still tied to a Google account.
What to do: expect more reviews you can’t match to a customer. Reply calmly and helpfully to all of them, and only report reviews that genuinely break Google’s rules.
6. Gemini can now help manage your profile
In mid-2026 Google connected Gemini to Business Profile, and Australia is among the supported regions. It can summarise performance, draft review replies and help update details such as hours or posts.
What to do: use it to save time on drafts, but read every reply before it goes live. A generic, slightly-off reply to a real customer does more harm than a short, genuine one.
7. Business name rules are being enforced more strictly
Google has made it clear that your business name on the profile must match your real-world name, with no extra keywords. In August it went further and disallowed repeating a name in two languages, even if your signage shows both.
What to do: if you’ve added suburbs or services to your business name (“Smith Plumbing Parramatta Emergency Plumber”), take them out. It’s one of the most common reasons for suspensions.
What hasn’t changed
Under all the Google Business Profile changes, the basics still decide who shows up. Google ranks local results on relevance, distance and prominence. In practice that means:
- Choose the most accurate primary category and add relevant secondary ones.
- Keep your name, phone number, hours and service area accurate and identical to your website.
- Add real photos of your work, your team and your premises regularly.
- Get a steady flow of genuine reviews and reply to them.
- Link your profile to a fast, clear website with a page for each service you want to be found for.
One more practical tip: keep evidence that your business is real, such as photos of signage, your ABN details and a utility bill or lease. If your profile is ever suspended, Google now accepts uploaded evidence in appeals, and having it ready can save weeks.
The bigger picture behind the Google Business Profile changes
The direction of travel is clear. Google is putting AI between your customers and your profile. The businesses that do well will be the ones whose information is complete, consistent and backed up by real reviews, because that’s what the AI draws on. It’s the same idea behind AEO and GEO, applied to your Google listing.
Want your Google Business Profile set up and managed properly?
Sources: Search Engine Land: post scheduling · Search Engine Roundtable: short names removed · Search Engine Roundtable: review policy update · Search Engine Journal: nickname reviews · Google: Gemini features for businesses · Google: Business Profile guidelines
