When Google discusses the future of search, businesses should pay close attention. A recent session with Omar Riaz, from Strategic Partnerships at Google, at our annual Local SEO for Good conference felt so valuable. Riaz, who helps businesses optimize their presence across Google and connect with local customers, shared insights into how AI is reshaping discovery, what it means for local visibility, and where Google is putting its focus in 2025.
The good news, though, is that Google Business Profile will play a key role in what comes next.
As he put it:
“Google Business Profile is the digital storefront. It’s the point of truth across Google Search and Maps.”
From Keywords to Conversations
According to Riaz, search has moved far beyond “pizza near me.” Today’s customers type, or speak, more nuanced queries: “find me a gluten-free deep-dish pizza with vegan cheese that I can enjoy on a dog-friendly patio.” These conversational searches carry more context and more commercial intent.
“We’ve gone from people typing ‘pool cleaning’ to asking ‘why is my pool green and how do I fix it?’ Search is becoming more conversational and contextual.”
For businesses, this means two things:
- Your visibility depends on how complete and accurate your information is.
- Customers are closer to taking action when they find you.
Search Without the Search Box
Riaz pointed to Google Lens, Circle to Search, and AI Overviews as proof that discovery is expanding. One in five Lens searches already has purchase intent.
“One in every five Lens searches has commercial intent. That’s a huge opportunity for businesses.”
Add to that AI summaries at the top of results, and even AI Mode, which reasons through complex questions, and you have customers discovering businesses in entirely new ways.
Local businesses can no longer rely solely on text-based search. Visibility now requires being present in images, summaries, and AI-driven conversations.
Google Business Profile: The Digital Storefront
Despite the buzz around new AI features, Omar stressed the central role of the Google Business Profile. He described it as the “point of truth” across Maps and Search, and now, increasingly, across AI-driven results.
“Businesses with complete profiles see up to seven times more clicks than those without.”
Complete profiles, with categories, attributes, hours, and rich visuals, are far more likely to surface in conversational queries. In other words, GBP is no longer just a listing; it’s the storefront through which AI introduces your business to customers.
For practical steps, see our guides on Google Business Profile optimization.
SEO Isn’t Dead, It’s Evolving
Riaz was clear: don’t throw away your SEO playbook. The fundamentals still matter — crawlability, technical health, and unique content remain the foundation.
“The fundamentals of SEO are even more important now than before. The goal is still to help people find outstanding original content that adds unique value.”
But in an AI-first world, the yardstick is shifting. Success is measured less in raw clicks and more in engagement, conversions, and loyalty. For marketers, that means rethinking what performance looks like — focusing on outcomes, not just traffic volume.
Our Local SEO Checklist can help make sure you’ve got the essentials in place.
2025 Priorities for Local Businesses
Looking ahead, Google is steering businesses toward four key content priorities:
- Messaging and chat: adding WhatsApp and SMS directly into GBP.
- Social integration: linking Instagram, YouTube, and X to build authenticity.
- Google Posts: using posts as part of an active social strategy.
- Structured menus and ordering: especially for restaurants and cafés, where customers expect to browse and book without friction. For more, check out our restaurant SEO guide.
“We’re advising businesses to treat Google Posts as part of their social strategy — updating at least once a week improves visibility.”
The thread running through all of these? Freshness, completeness, and authenticity. Google wants GBP to be an active channel, not a static listing.
The Data Gap and What Comes Next
One audience concern resonated: visibility into AI traffic. Right now, tracking is limited. While Omar acknowledged this frustration, he noted that these are very new products, and analytics will evolve.
“AI Mode has only just launched in over 180 markets. Tracking and analytics will evolve, but right now it’s still very new.”
For now, his advice was to double down on what’s within your control: strong content, complete business profiles, and consistent engagement.
Google Doubling Down
Omar Riaz’s session underscored an important truth: Google isn’t moving away from local business visibility, it’s doubling down on it. By weaving AI into search, by expanding the role of Google Business Profile, and by emphasizing fresh, authentic content, Google is signaling that the businesses that adapt now will be best positioned tomorrow.
As Riaz made clear;
“Those who invest in completeness, authenticity, and adaptability will be the ones who thrive in Google’s AI-first future.”
