State of Google Business Profile 2026: Impressions Are Down 54%—But Actions Aren’t

Google Business Profile impressions are down 54%, but conversions are barely moving. What’s really happening? In this episode of Near Memo, Greg Sterling, Mike Blumenthal, and Adam Dorfman break down new data from BirdEye’s 2026 Google Business Profile report—and what it reveals about AI, LLM search, and the future of local discovery. They cover: • Why category searches dominate (86%) • The truth behind declining impressions vs steady conversions • How AI Overviews and LLMs are reshaping brand discovery • Why Google still owns the “last click” (for now) • The rise of Ask Maps and conversational local search • What happens when reviews become structured AI inputs If you work in local SEO, agency marketing, or multi-location brands, this is a must-watch breakdown of where search is actually heading. 👉 Subscribe for more Near Media analysis on AI, local search, and Google strategy. 00:00 – Intro & BirdEye Report Overview 02:15 – 86% of Searches Are Category-Based 05:00 – AI Overviews & Brand Discovery Shift 07:00 – GBP Impressions Down 54% (But Why?) 10:30 – The “Last Click” Still Belongs to Google 13:45 – Industry Differences: Calls vs Directions vs Website Clicks 18:30 – Why Most Businesses Still Fail at GBP Basics 23:00 – “Set It and Forget It” Is Dead 26:30 – Ask Maps: Google’s New AI Interface 30:00 – How Search Behavior Is Changing (Longer Queries) 33:30 – LLM Accuracy Problems & Data Trust Issues 36:30 – Reviews in an AI World (Structured Data Wins) 39:00 – Apple Maps vs Google Maps: Early Signals 41:00 – Final Thoughts & Wrap