IT Strategy

Google Business Profile: why only 44% of businesses claimed theirs

A complete profile is 70% more likely to drive a store visit and 50% more likely to lead to a purchase. In 2026, Google's AI also uses this data to answer "what's the best bakery open near me right now."

July 27, 2026|5 min read

The number that shows a missed opportunity

The former Google My Business, now called Google Business Profile, centralizes local business information directly in Google Search and Maps. A complete profile is 70% more likely to drive a store visit and 50% more likely to result in a purchase, according to Google's own data. Even so, only 44% of local businesses have claimed and set up their own profile.

That means more than half of small businesses are, in practice, invisible to a free tool that's already been shown to increase visits and sales.

Why this matters more in 2026 than before

This year's big change is Google's AI Overviews: when someone asks Gemini or Google itself "what's the best bakery open near me right now," the AI-generated answer draws on Business Profile data — hours, ratings, category, photos. A business without a claimed profile, or with outdated information, simply doesn't show up in the AI-generated answer, even if it's the closest or best-rated option.

What to set up in your profile

Three things cover the basics with the most impact: claim your profile if you haven't already — a free, quick process through Google. Then confirm hours, address, and phone number are correct and current, since wrong information is worse than no information for AI generating an answer in real time. And add recent photos of your space and products, since a profile with photos gets more engagement and is one of the factors the AI weighs when deciding which business to recommend.

Where Diglion comes in

Diglion helps small businesses set up and keep their Google Business Profile updated, ensuring visibility in both traditional search and AI-generated answers.