Published: 3 February 2026 | Last Updated: 3 February 2026
Google Business Profile remains the cornerstone of local search visibility in 2026, but seismic shifts in AI search, review importance, and algorithm behaviour are reshaping optimisation priorities. The good news for UK businesses: local SEO isn't just surviving the AI revolution—it's thriving.
Local SEO in 2026: The Definitive Guide for UK Businesses
Local SEO in 2026 centres on Google Business Profile optimisation, review management, and AI search visibility. According to Whitespark's 2026 Local Search Ranking Factors Report, reviews now account for 20% of Local Pack rankings—up 4 percentage points from 2023—making review velocity and response strategy essential for UK businesses targeting local customers.
Whilst informational queries increasingly trigger AI Overviews, pure local-intent searches remain largely protected. Local Packs appear in 93% of location-based queries, with AI Overviews showing for only 15% of direct local searches. This guide covers everything UK businesses need to know about dominating local search in 2026.
Google Business Profile: Major 2025-2026 Updates
Google launched post scheduling and multi-location publishing in December 2025—a significant development for agencies and franchises that previously managed posts manually across hundreds of locations. The platform now supports WhatsApp integration (replacing the discontinued Business Chat), AI-powered menu generation for restaurants, and a new "What's Happening" section that spotlights events and promotions directly in profiles.
The most disruptive change was Google's deprecation of the Q&A feature. The API was discontinued on 3 November 2025, with public-facing removal beginning on 3 December 2025. The replacement, "Ask Maps," uses Gemini AI to generate real-time answers from GBP data, reviews, photos, and websites—making profile completeness more critical than ever.
Key Takeaway
With the Q&A section gone, businesses should export existing Q&A content and create FAQ pages with schema markup to preserve this information value for AI search engines.
Google has also introduced emoji reactions to reviews on mobile, review request QR codes with dedicated help documentation, and stricter verification processes including re-verification requests 1-2 months after initial verification. The platform now lists 4,036 GBP categories as of December 2025, with recent additions including specialised types for healthcare and automotive businesses.
For a detailed walkthrough of optimising your Google Business Profile, see our comprehensive Google Business Profile guide.
The Diversity Update and Algorithm Changes
A significant algorithm change first observed in August 2024—dubbed the "Diversity Update" by Sterling Sky's Joy Hawkins—fundamentally alters how businesses can appear in both Local Pack and organic results simultaneously. When a GBP links to a page ranking highly in organic results, that page may get demoted from organic rankings.
The fix: Link your GBP to a different (but relevant) page to maintain visibility in both positions. This update helps smaller competitors whilst challenging larger brands that previously dominated multiple positions.
January 2025 saw significant unconfirmed ranking changes (highest volatility around 10 January), rewarding complete profiles, correct categories, and stronger proximity signals whilst penalising missing NAP information, weak review signals, and over-optimisation. Google's August 2025 spam update particularly targeted sites with private blog network links, completing its 27-day rollout on 22 September 2025.
| Factor Group | 2026 Weight | Change from 2023 |
|---|---|---|
| GBP Signals | 32% | Stable |
| Reviews | 20% | +4% |
| On-Page | 15% | -4% |
| Behavioural | 9% | Stable |
| Links | 8% | Continued decline |
| Citations | 6% | Stable |
Proximity weighting has decreased to approximately 15% (down from 25-30% in 2020), allowing businesses outside city centres to compete if they have strong reviews and complete profiles. Google now emphasises "popularity" over "prominence," evaluating user interactions including profile visits, review reads, website clicks, and photo views.
Notably, business openness at search time now functions as a binary filter for non-navigational queries—ranking 5th among individual factors. If your business is closed when someone searches, you're significantly less likely to appear in results.
AI Search and Local Discovery Patterns
AI Overviews appear in approximately 68% of local business-related queries on average, but the pattern is inverse to Local Pack appearances. For pure local-intent queries ("plumbers in Manchester"), only 15% trigger AI Overviews—local search remains uniquely resilient. However, Google has begun testing AI-powered Local Packs that reduce visibility from three businesses to one or two, with some businesses reporting 50%+ visibility declines in January 2026.
How AI Sources Local Business Data
ChatGPT uses business websites as sources in 58% of local searches and cites Yelp in one-third of all local queries. With over 800 million weekly active users and 31% of prompts triggering live web searches (most of which are local), optimising for ChatGPT requires different tactics than traditional SEO. Notably, 28% of ChatGPT's most-cited pages have zero organic Google visibility, indicating distinct optimisation requirements.
Optimising for AI Search Visibility
- Create "quotable content": Concise definitions and actionable steps that AI can easily extract and cite
- Get listed on "Best Of" lists: Presence on expert-curated lists is now the #1 factor for AI visibility
- Build dedicated service pages: Individual pages for each service rank #2 for AI visibility
- Maintain citation consistency: Citations rank #3 at 13% for AI visibility—higher than their traditional 6% weight
- Track Share of AI Voice: Monitor mentions alongside traditional rankings
Whitehat SEO's analysis of AI citation patterns reveals that local businesses appearing in AI responses typically have complete, accurate GBP profiles, consistent NAP data across directories, dedicated location pages with unique content, and active review profiles with recent responses. Learn more about optimising for AI search engines in our Answer Engine Optimisation services.
Review Signals: Now 20% of Local Pack Rankings
The Whitespark 2026 Local Search Ranking Factors Report (47 experts surveyed, published November 2025) confirms reviews have increased to 20% of Local Pack factors—up 4 percentage points from 2023. This represents the most significant factor movement in the study.
Review recency is the most underrated factor of 2025. Whitespark's research found direct correlation: when reviews stop, rankings drop; when reviews resume, rankings recover. Consumer expectations have become slightly more lenient—only 20% now require reviews within two weeks (down from 25% in 2023)—but 73% only trust reviews from the last 30 days according to BrightLocal's consumer research.
4.1%
conversion increase per 25% of reviews responded to
35%
more revenue for businesses responding to 25%+ reviews
4.2-4.5
star sweet spot—perfect 5.0 scores appear suspicious
Google's August 2025 spam update has intensified fake review detection, with 600% more reviews deleted compared to previous years. The FTC's 2024 rule now allows significant fines for deceptive review practices. For UK businesses, this means focusing on genuine review acquisition through excellent service delivery rather than review gating or incentivisation.
Review Strategy Best Practices
- Respond to 100% of reviews within 24-48 hours
- Prioritise consistent review velocity over occasional bursts
- Never incentivise reviews—Google's enhanced AI detection has increased deletions by 600%
- Use the new Google review request QR codes for in-person businesses
- Monitor review sentiment for AI search visibility—sentiment patterns directly influence recommendations
Multi-Location Page Strategy
The critical threshold for location pages is 40-60% truly unique content per page. If content can be copied to another location page and remain accurate, it fails this test. Google explicitly defines pages that swap only location names as "doorway pages"—a form of spam.
High-Value Unique Content for Location Pages
- Staff bios specific to each location
- Location-specific customer testimonials
- Driving directions with local landmarks
- Parking and accessibility details
- Neighbourhood information and local context
- Local events or community involvement
Each location page should include complete NAP information, embedded Google Maps, operating hours (including holidays), and location-specific images. For GBP management, create Business Groups to organise locations by region or team. Businesses with 10+ locations qualify for bulk verification.
NAP consistency remains foundational—inconsistency can require 2+ years of recovery time for rankings. Maintain a master document with exact NAP formatting and copy-paste for every submission. When addresses or phone numbers change, update GBP first, then major platforms (Bing, Apple, Facebook, Yelp), then remaining directories. Allow 2-6 weeks for changes to propagate, with some aggregator distributions taking 3+ months.
For detailed guidance on creating effective local landing pages, explore our local SEO from scratch guide.
Voice Search Optimisation
There are now 8.4 billion voice assistants globally—more than the world's population. In the US, 162.7 million people use voice assistants, with approximately 50% of voice searches having local intent. Critically, 76% of voice searches for local businesses result in same-day visits.
Voice queries average 29 words compared to 3-4 for typed searches. Optimisation requires targeting question-based keywords (who, what, where, when, why, how) written in natural, conversational language. FAQ content is essential—voice assistants pull answers directly from FAQ-structured pages.
Voice Search Optimisation Tips
- Keep answers to 40-60 words for optimal voice readability
- Implement FAQ schema markup in JSON-LD format
- Target featured snippets—40-50% of voice answers come from featured snippets
- Ensure pages load fast—pages ranking for voice search load 52% faster than average
- Maintain multi-platform presence: Google Assistant uses GBP/Maps, Siri uses Apple Maps/Yelp, Alexa uses Bing/Yelp
Citations: Quality Over Quantity, AI Relevance Rising
The old strategy of submitting to 100+ directories is obsolete. Google's March 2025 Core Update introduced "entity confidence scores" measuring business legitimacy, and citations on trusted platforms feed directly into AI search engines. Yelp appears as a source in one-third of ChatGPT searches, and Foursquare has a direct data deal with OpenAI.
UK-Specific Citation Priorities
Tier 1 (Essential)
Google Business Profile, Apple Business Connect, Facebook, Bing Places, Yell.com, Trustpilot
Tier 2 (High-Value UK Directories)
Thomson Local, FreeIndex, 192.com, Scoot, Bark, regional newspaper directories (Manchester Evening News DA 90, Liverpool Echo DA 89)
Industry-Specific
Checkatrade (essential for tradespeople), MyBuilder, TrustATrader, RatedPeople
The UK lacks dominant standalone data aggregators like the US. Data flows primarily from Companies House and Royal Mail. Correcting information at source doesn't automatically update downstream directories—each requires manual verification.
LocalBusiness Schema Markup
Whilst schema markup is not a direct ranking factor (confirmed by John Mueller), 72.6% of first-page Google results use schema, and rich results can deliver 40% CTR improvements. Schema is increasingly important for AI search—Google AI Overviews, ChatGPT, and Gemini prefer structured content.
Required and Recommended Properties
Required for Google rich results: name and address (with full PostalAddress)
Recommended:
geo(coordinates with 5+ decimal precision)openingHoursSpecificationtelephoneurlimage(multiple aspect ratios: 1x1, 4x3, 16x9)aggregateRating(for third-party review sites only—businesses cannot display self-review stars)
Use the most specific LocalBusiness subtype available (Restaurant, not just FoodEstablishment). For multi-location businesses, each location page needs individual LocalBusiness markup connected via parentOrganization or branchOf properties. Service area businesses without physical addresses should use Service type with areaServed specification.
UK-Specific Considerations
Google.co.uk prioritises UK regional results, with UK-based backlinks carrying more weight. Proximity dominates UK local rankings at 55.2%, with review count second at 19.2%. UK consumers search by postcode and borough-specific terms more frequently than in the US.
Critical UK Terminology Differences
Using American English can undermine local relevance. Always use: "takeaway" not "takeout," "car park" not "parking lot," "postcode" not "zip code," "chemist" not "drugstore," "estate agent" not "realtor," "High Street" not "Main Street." Use British spellings throughout (optimise, analyse, centre, colour).
UK GDPR and Regulatory Implications
- Review solicitation must include consent mechanisms
- Email marketing for reviews requires explicit opt-in consent
- GDPR-compliant sites reportedly see 12-18% higher user engagement
- The Advertising Standards Authority (ASA) requires all claims be substantiated—"Best in [area]" claims must be provable
- The CMA (Competition and Markets Authority) proposed measures in January 2026 regarding how Google delivers UK search services, focusing on fair ranking of organic results
Regional newspaper directories provide high-DA local backlinks: Evening Standard (DA 93), Manchester Evening News (DA 90), Liverpool Echo (DA 89). Industry platforms like Checkatrade, Which? Trusted Traders, and Trustpilot carry significant weight with UK consumers.
Strategic Priorities for 2026
Local SEO's resilience in the AI era creates opportunity for businesses that execute fundamentals excellently. Here's what Whitehat SEO recommends focusing on:
1. GBP Optimisation Remains Paramount
Complete every field, select precise categories, maintain accurate hours (openness is now a ranking filter), and leverage new features like post scheduling and the "What's Happening" section. The Q&A deprecation means FAQ content with schema markup is now essential.
2. Reviews Are Now Second-Most Important
Prioritise consistent review velocity over occasional bursts, respond to 100% of reviews within 24-48 hours, and never incentivise reviews—Google's enhanced AI detection has increased deletions by 600%.
3. Optimise for AI Search Visibility
Citations have renewed importance—presence on curated "Best Of" lists is now the top AI ranking factor. Build "quotable content" with clear, factual statements that AI can extract. Track Share of AI Voice alongside traditional rankings.
4. Prioritise UK-Specific Platforms
Focus on Yell.com, Thomson Local, Checkatrade, and Trustpilot. Use British English throughout and target postcode-level searches. The distinct UK regulatory landscape around GDPR and ASA guidelines requires careful attention to review solicitation and marketing claims.
The businesses that will dominate local search in 2026 are those treating GBP as a living marketing channel, generating consistent authentic reviews, maintaining impeccable NAP consistency across quality citations, implementing comprehensive schema markup, and optimising for both traditional search and AI engines simultaneously.
Frequently Asked Questions
What happened to Google Business Profile Q&A?
Google deprecated the Q&A API on 3 November 2025, with public-facing removal starting 3 December 2025. The feature has been replaced by "Ask Maps," which uses Gemini AI to generate real-time answers from your GBP data, reviews, photos, and website content. Businesses should export existing Q&A content and incorporate it into FAQ pages with schema markup.
How important are reviews for local SEO in 2026?
Reviews now account for 20% of Local Pack ranking factors according to Whitespark's 2026 report—a 4-percentage-point increase from 2023. Review recency is particularly important, with 73% of consumers only trusting reviews from the last 30 days. Businesses responding to 25%+ of reviews earn 35% more revenue on average.
Does local SEO still matter with AI search?
Yes—local SEO is actually thriving in the AI era. Local Packs appear in 93% of location-based queries, whilst AI Overviews only show for 15% of direct local searches. However, optimising for AI visibility requires additional tactics: creating "quotable content," getting listed on curated "Best Of" lists, and maintaining consistent citations across platforms that AI engines reference.
Which UK directories should I prioritise for citations?
Tier 1 priorities include Google Business Profile, Apple Business Connect, Facebook, Bing Places, Yell.com, and Trustpilot. For UK-specific high-value directories, focus on Thomson Local, FreeIndex, and regional newspaper directories like Manchester Evening News (DA 90). Industry-specific platforms like Checkatrade are essential for tradespeople.
How much unique content do location pages need?
Location pages require 40-60% truly unique content. If content can be copied to another location page and remain accurate, it fails this test. Google explicitly defines pages that swap only location names as "doorway pages"—a form of spam. Include location-specific staff bios, testimonials, driving directions with local landmarks, and community involvement details.
References and Sources
- Whitespark (2025). Local Search Ranking Factors 2026. https://whitespark.ca/local-search-ranking-factors/
- BrightLocal (2025). Local Consumer Review Survey 2025. https://www.brightlocal.com/research/local-consumer-review-survey/
- BrightLocal (2025). Google's Local Algorithm and Local Ranking Factors. https://www.brightlocal.com/learn/google-local-algorithm-and-ranking-factors/
- Search Engine Journal (2025). Ask Maps Is Google Q&A's AI Replacement. https://www.searchenginejournal.com/ask-maps-what-it-means-for-marketers/537572/
- Yext (2025). Google Is Retiring Their Q&A API. https://www.yext.com/blog/2025/10/google-retiring-q-and-a-ai-driven-answers
- Advice Local (2025). The 2026 Local Search Ranking Factors on Maps, Organic & AI. https://www.advicelocal.com/blog/2026-local-search-ranking-factors-maps-organic-ai/
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