The “Zero-Click” Google Business Profile
Have you noticed that you rarely click on website links anymore when searching for a local service? If you need a plumber in Naas or a solicitor in Cork, Google usually gives you the answer, complete with ratings, hours, and even a summary of what people think of them, before you even have to scroll.
This is Zero-Click Search. For the user, it’s convenient. For the business owner, it means your Google Business Profile (GBP) is now your most important digital storefront. If an AI assistant like Gemini can't find clear, updated, and structured proof of your quality on your profile, it simply won't recommend you.
The AI Summary: Why Reviews Matter More Than Ever
In 2026, Google doesn’t just show a list of reviews; it uses AI to provide a Review Snippet. It might say: "Customers frequently praise this landscaper for their punctuality and clean work sites, though some mention a 2-week wait for quotes."
This means the content of your reviews is now more important than the star rating itself.
The Strategy: Don't just ask for "five stars." Ask your customers to mention the specific service they received (e.g., "Boiler Service" or "Kitchen Extension"). This gives the AI the "keywords" it needs to categorise your expertise accurately.
Vertical Video: The New "Post" Standard
Static images are the baseline, but in 2026, Profile Video is the differentiator. Google’s local algorithm now heavily favors profiles that utilise short-form vertical video (think Reels or TikTok style).
The Strategy: Post a 15-second clip of a "Job well done" or a "Meet the Team" greeting once a week. These videos signal to Google that your business is active, verified, and human, a massive trust signal in an AI-heavy world.
The Zero-Click Messaging Revolution
Customers in 2026 don't want to play phone tag. They want to message you directly through the Chat button on your profile. Google's integrated AI now helps you manage these leads by suggesting replies or answering basic questions (like your pricing or availability) automatically.
The Warning: If you have the Chat feature turned on but don't respond within 24 hours, Google will penalise your ranking. If you can't manage it, it's better to automate it with a tool like Zapier to alert your team immediately.
KWM Angle: Let Us Be Your AI Brand Managers
Most business owners we talk to in Ireland think a Google Business Profile is set and forget. In reality, it is a living, breathing social channel.
At Kennedy Wood Marketing, we specialise in Google Business Profile Management that is built for the AI era. We don't just fill out the boxes; we optimise for the Zero-Click win:
AIO Profile Optimisation: We structure your profile so AI assistants can easily read your services and service areas.
Content: We manage your weekly updates and video uploads to keep the algorithm happy.
Review Sentiment Analysis: We help you understand what the AI is telling customers about your brand and how to improve that "narrative."
Is your profile working for you, or against you?
Don't let a ghost town profile be the reason an AI assistant sends your leads to the competition. Let’s make sure your business is the one that stays at the top of the summary.
➡️Book your KWM Local SEO Audit today and win the Zero-Click game.