Google Business Profile for Estonian Company: AI and SEO 2026

February 13, 2026

Krister-Martin Hani

4 min

Summary of Key Points

Google Business Profile (GBP) no longer influences just visibility on Google Maps, but also reaching AI responses.
AI uses Google Business Profile information along with website and customer feedback to assess a business's trustworthiness.
Consistent and clear service information increases the likelihood of a business being mentioned in AI responses.
SEO alone is no longer enough. By 2026, a GEO approach is also needed.
Estonian companies can gain an AI visibility advantage even without a large budget, provided the information is organized.

Introduction

Google Business Profile (GBP) has been a mandatory SEO tool for Estonian businesses for years. In 2026, it is something more. It is no longer just for appearing on Google Maps, but one of the sources used by AI (such as Google AI and ChatGPT) in crafting responses.

If your services are vague, descriptions are general, or information is inconsistent across channels, the likelihood that AI will use your business in its answers decreases.

If AI cannot understand: what exactly you offer, who you offer it to, and what problem you solve, then it will not use your information in its answers.

This is where the next level beyond SEO comes into play → Generative Engine Optimization (GEO) or optimization for AI.

In this blog, we will write in more detail about why Google Business Profile is important for AI and what an Estonian company can do right away.

1. Why is the Google Business Profile important for AI?

AI is not limited to just the website. Google AI gathers information from multiple sources: the website, Google Business Profile, reviews, and third-party mentions.

SEO strategist Jeff Durante emphasized on Neil Patel’s blog that AI focuses on a few sources, especially for local service businesses (Neil Patel, 2025). AI does not list ten businesses but selects a few. This means a well-optimized GBP can provide a disproportionately large visibility advantage.

Additionally, Google uses business information and service descriptions to decide which businesses to mention in local AI responses (WPSEOAI, 2025). This means that the Google Business Profile is an active input for AI.

2. How does AI use Google Business Profile information?

Google has explained that for local searches and AI responses, information from the website and Google Business Profile is used to provide precise and context-based answers (Google Search Central, 2025). The goal is to help the searcher quickly find the answer to their question or solve their problem.

This means:

AI does not rely solely on website text
AI evaluates the overall digital presence of a company
AI prefers clear, consistent, and verifiable sources

This is also confirmed by Search Engine Land, which has pointed out that AI-based responses favor companies whose service information is consistent across different channels and whose profile provides sufficient context (Search Engine Land, 2026).

If the website says one thing and the GBP says another, uncertainty arises. AI prefers clarity and consistency.

3. Typical Errors in Google Business Profile

Main errors that reduce AI visibility:

Business information is incomplete or missing
Lack of images and visual context
Feedback is not collected
Existing feedback does not support the business message
Product and service descriptions are too short or generic
GBP and website do not communicate the same message
Profile seems passive and not updated

(Local SEO Tactics, 2025).

In AI-based searches, businesses whose information does not provide enough context or relevant clarity are excluded (Constellation Research, 2025). To prevent this, it's necessary to accurately define your products and services: what you do, who you do it for, and what problem you solve.

In our estimation, addressing the highlighted errors is one of the most effective methods for an Estonian business to quickly improve its AI advantage.

4. How to Optimize Google Business Profile for AI?

Here is a practical step that every Estonian business can do today in just 10 minutes.

Action:
Optimize your Google Business Profile service description for AI

Tools:
Google Business Profile, ChatGPT

Steps:

Open Google Business Profile and review your service descriptions.
Copy a service description into ChatGPT.
Ask:
“Rewrite this service description to clearly answer: what does this service do and who is it suitable for.”
Add the result back to GBP, avoiding marketing jargon.

This simple step helps AI understand your service more clearly and use it in local responses.

5. Our Example: LR-seo

AI does not read text like a human. It looks for patterns and clear answers.

For example, when someone searches for:
“SEO and AI services in Tallinn”

AI looks for answers to questions:

What exactly are SEO and AI services?
Who is it suitable for?
What problem does it solve?
Why this particular company?

If your Google Business Profile says:
“We offer quality SEO service.” → then AI doesn't really understand this.

If it says:
“We provide SEO and AI services for small and medium-sized Estonian companies that want to increase organic visibility and receive more inquiries.” → then AI understands:

target group
objective
problem
context

That's the difference.

Summary

Google Business Profile is no longer just a local SEO tool. It is an important part of AI or GEO optimization. Estonian companies that use both a website and Google Business Profile in their marketing gain a clear advantage in AI-based searches.

This does not necessarily mean more work, but smarter work. Often, a few well-done changes are enough for AI to understand you better.

Questions and Answers

Is a Google Business Profile as important as a website for GEO?

Yes. AI uses them together, not separately.

Does every business need Google Business Profile optimization?

If a business has a physical location or local service, or an existing profile, then definitely.

Is optimizing only the Google Business Profile enough?

No. The best result comes with website SEO and GEO optimization.

Contact us!

If you want your Google Business Profile and website to work together in the AI era, contact us. We assist with premium websites, SEO, GEO, and GBP optimization.