Google begins rolling out AI-based Q&A feature Google Business Profile (GBP) on Google Maps for mobile.
This feature will likely replace Google Q&A, which has quietly disappeared from some listings.
Introducing the “Ask Maps about this place” AI feature for the first time declare Late October 2024, and a number Other Google Maps AI enhancements, but not yet widely used or visible.
At the time, Google also noted that “you’ll also see a similar experience on Search in the coming months, including AI-powered review summaries and the option to ask detailed questions about places.”
The feature is currently available on the Google Maps app, hidden in your profile in the Overview tab, under Basic Features Business lunch break details and review summary.
How does it work?
Ask Maps allows users to enter open-ended questions in a query box. While it provides and suggests pre-formed queries tailored to the business, users can also ask specific questions.
Preformed queries can vary significantly by business location (for multi-location businesses), with minimal business overlap. Sometimes, similar questions may yield slightly different answers.
Query fields allow compound questions to be asked. However, the more you ask, the more likely you are to be told that there isn’t enough information about this place to answer your question.
Screenshot from Google search, January 2025Ask Maps often (but not always) suggests six preformed queries (a kind of local version of People Also Ask) to help searchers find answers to potential questions faster.
Some listings have no questions, and some have two to four suggested queries.
These preformed queries vary by location, with little overlap even among locations related to the same brand.
When looking at four to five different store locations, only a handful of questions were repeated.
Screenshot from Google search, January 2025We were curious whether a corpus of comments or previous Q&A answers were used to generate these preformed queries.
We use N-grams, word clouds, and ChatGPT to download and analyze comments and Q&A content. We found little correlation between existing Google Q&A or review content and preformed queries.
Apparently, searchers can ask the AI any question.
However, as mentioned previously, if Google does not obtain sufficient data from listing properties, reviews, business sites, or trusted third-party sites, the user will be informed: “Not enough information about this place.”
Not every category
Unlike the upcoming traditional Q&A feature, Ask Maps excludes certain business categories and is only available in the United States.
Most healthcare provider, counseling, social services, pregnancy care, and detox center profiles in our review didn’t have the feature on the profiles, although we did find it on the dentist profile.
The feature is also not visible in highly unwanted and spam categories such as moving companies, locksmiths, and garage door listings. It works for categories with less spam, such as HVAC, roofers, and electricians.
This feature is not available for business profiles in legally regulated categories such as marijuana dispensaries, tobacco, firearms, or dating services.
The main category of the listing determines whether the feature appears.
The YMCA locations in my area have slightly different categories, the YMCA location with Social Services as the main category does not have an “Ask Map” while all the other locations do.
Screenshot of Google search, January 2025Where does the information come from?
Google says:
“All of these capabilities are made possible by Gemini’s powerful creation, inference and summarization capabilities – based on our trusted data on 250 million places around the world and insights from the mapping community.”
When answering the Ask a Map question, Google appears to first rely on content from business profiles, reviews, and business websites before accessing third-party content.
When Google uploads images related to the answer, these images will also be included.
Although in the examples we’ve seen, the source of these images is indicated as a business website, these images are all sourced from Google Business Profiles.
Screenshot from Google search, January 2025If a question needs to be answered, Ask Maps accesses third-party web resources and is a trustworthy website.
In the example below, we asked customers about issues they encountered at this dealership, and the answers referenced Carfax.com and Facebook.
Oddly, Ask Maps is currently unable to answer product inventory questions, even though Google has explicitly uploaded the inventory to Merchant Center and shown elsewhere on the profile.
Screenshot from Google search, January 2025Comments from the Internet
It’s clear that consumers value reviews, and Ask Maps gives them access to summaries of the worst and best reviews in Google, as well as reviews from around the web.
The following query asks for “Internet ratings” for Barbara Oliver Jewelry and displays a summary of the reviews (using local mode) taken directly from her website and appended with Facebook data.
However, despite multiple attempts, her Yelp review still didn’t appear.
Screenshot from Google search, January 2025Your website as a source
The video below shows how Ask Maps can answer questions that in many cases would have previously required a visit to a corporate website.
In our profile of Barbara Oliver Jewelry, we asked, “What’s involved in designing a custom ring?” and got a 118-word answer that referenced multiple sections and pages of Barbara Oliver’s website.
Google Q&A deprecation
Obviously, this feature is a major improvement over Google Q&A, which was launched many years ago. 2018. Most Q&A answers are user-generated and are often repetitive, contradictory, or inaccurate.
Initially, the feature was highly visible on business profiles in search, although it has recently been moved further down the page.
Contributor to Google Support Forum Recently informed The current Q&A feature has been deprecated.
As we communicated in our last email, the Q&A feature is no longer available to any of our users, regardless of their location. Additionally, there is no supported link or method for you to independently verify this information. Please note that this update complies with Google’s new guidelines. As per these changes, profiles updated to the latest requirements will not have Q&A options available.
The matter has not been officially confirmed by Google. But it makes sense, because Ask Maps, once rolled out more widely and used in search, will be much better at answering questions than Q&A could ever hope to be. Ask Maps does this by using a limited number of reliable sources.
Currently, Ask Maps is only available in the United States. In its current form, it potentially violates EU DMA regulations and highlights the massive self-preference seen in Google Local.
Therefore, it’s unlikely that it will come to Europe anytime soon. Still, it may appear elsewhere soon.
Local marketing strategy response
Google continues down the path of more dynamic content generated by AI on your Google Business Profile.
Although this behavior Big vertical changesthere are good reasons to not only treat your profile as your new homepage, but also to level up your game in this regard.
In a practical sense, it doesn’t matter if your leads come directly from Google or from your website, as long as they come in.
website
As the example above shows, Google answers users’ questions with substantive and meaningful responses.
My colleague David Mihm has long argued that your website content is probably best viewed as a feed for search and now artificial intelligence engines.
You need to ensure that your website has appropriate siled structure and content.
Content must answer all important customer questions about your business. This includes not just what you do, but also how, where and how well you do it.
It should show and tell by providing images and videos on top of the text.
Comment
Given that tools like Ask Maps are able to summarize reviews from Google and around the web, it’s more important than ever to diversify your review content and highlight them on one of Ask Maps’ most trusted sources: your website .
photo
We’ve long been a champion of original, high-quality photography (and footage) on your website and at GBP.
It will increase engagement (a ranking signal) and increase conversion rates (the ultimate goal). And your photos need to be updated regularly in both places to get the most benefit.
There’s no cheaper way to get more bang for your buck than with great photos and videos.
social profile
Google looks at GBP data first, then reviews, then business websites. But if the question can’t be answered there, it will start pulling information from your social accounts.
Facebook and LinkedIn were common in our tests, and you should make sure they are up to date and accurately reflect your products, services and reputation.
citation
Google has long relied on web citations (aka citations) from around the web — non-linked brand mentions — to learn about local entities.
This can be seen very clearly in the footage below, where we asked business owners if they support local volunteer organizations.
It was cited in a news article and on the Facebook page of an organization she works for.
This type of source is also a great research tool to help you understand the types and sources of citations that are valuable to your business.
These types of searches should also be conducted against your direct competitors to provide more ideas on where you can obtain these references.
Screenshot from Google search, January 2025local future
this “Zero click” behavior is increasing inevitably results in Google Local Traffic volume drops Suitable for small business websites. Unless the government steps in to regulate them as monopolies, these types of changes will continue.
That could be a potential death knell locally for industries like publishing that rely on advertising to sell traffic. However, if you play Google’s game, lost traffic can often be replaced by more pound-for-pound leads.
Although frustrating at times, we think the game is still worth playing. this clues generated Might be important. But Google now needs the type of content and signals to rank you well (Brand promotioncomments, engagement, etc.), you should do this anyway.
The game is becoming increasingly vertical on Google—or at least user behavior is.
To truly stand out in this environment, you need Understand consumer behavior in your industry And tailor everything you do to address and satisfy them.
More resources:
Featured image: Darko 1981/Shutterstock
