The future of local discovery, and how Google Maps is getting smarter

James Hussey

Google’s been changing how search works for a while, but it’s now starting to creep into Maps as well.

The search engine has introduced something called “Ask Maps” (powered by Gemini), which basically lets people search the way they’d naturally speak. Instead of typing a couple of keywords, someone might ask something like “Where can I find a quiet café nearby with decent WiFi?” and get a straight answer.

This might not necessarily seem like a big deal; however, it changes how people actually find businesses. It’s less about searching and scrolling, and more about asking and choosing whatever gets recommended first.

For years, local visibility has been driven by keywords, categories and proximity. But with Ask Maps, discovery becomes far more contextual. Google is now interpreting intent, preferences and behaviour to decide which businesses get recommended.

Instead of simply “ranking” for a search term like “plumber near me”, your business now needs to be understood by Google’s AI (artificial intelligence). This means your reviews, photos, descriptions and overall customer sentiment play a much bigger role in whether you show up.
Google is essentially building recommendations the same way a human would, based on reputation, relevance and real-world experience.

There’s another important layer here too: decision-making is becoming faster. Users won’t scroll through 10 options anymore. They’ll ask a question and act on one or two suggestions, which makes visibility more competitive, not less.

Your Google Business Profile is no longer just a listing – it’s your sales pitch

If your Google listing is missing info, hasn’t been updated in a while or doesn’t have many good reviews, it’s going to be harder for Ask Maps to show you to potential customers. On the other hand, businesses that keep their details accurate, add fresh updates and get solid feedback from customers are the ones that are going to get noticed first.

As tools like Ask Maps roll out more widely, the businesses that adapt early will be the ones customers find first. If you need any help optimising your site for local GEO (generative engine optimisation) purposes, please get in touch.

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James Hussey

Digital Marketing Executive at Engage Web

Having once gone to school in the Burnage area of Manchester known for being the childhood home of Noel and Liam Gallagher, “Some Might Say” that James is a “Supersonic” presence within Engage Web, happily turning his hand to “Whatever” tasks his role throws at him.