BrightLocal Report: Small Businesses Losing Online Visibility as Social and AI Prioritised Over Google

• 71% of consumers use Google in their local business search – but only 22% of SMBs rank it in their top two channels

BRIGHTON AND HOVE, England, Oct. 22, 2026 /PRNewswire/ — Local SEO platform BrightLocal has today revealed that 84% of US small business owners are confident customers can find them online, despite a gap between their marketing priorities and how consumers find and choose local businesses.

The BrightLocal Small Business Marketing Report 2026 surveyed over 1,000 US owners of small-to-medium sized businesses, and found that 71% of consumers use Google during local business searches, with 61% beginning directly on Google Search (52%) or Google Maps (9%).

However, only 22% of small business owners rank Google among their top two customer acquisition channels, placing it fifth overall behind word-of-mouth (35%), social media (33%), AI tools (23%), and direct website traffic (22%).

In addition, while 85% of small businesses now report owning a Google Business Profile (GBP), only 35% maintain an active presence on the platform, and 21% have not updated their profile in over three months.

Commenting on the findings, Myles Anderson, CEO and co-founder of BrightLocal, said:

“When 84% of owners feel confident in their online presence, yet nearly half fall short of basic review thresholds, and seven out of 10 consumers rely on a Google ecosystem that businesses under-prioritize, confidence becomes a blind spot.

“The local businesses that succeed in 2026 will be those that master the core platforms where buyers make final decisions.”

The reviews gap

Online reviews represent another significant point of friction between consumer expectations and business practices.

• Volume shortfall: 47% of small businesses have fewer than 20 Google reviews, matching the exact proportion of consumers (47%) who state they will not consider using a business with fewer than 20 reviews.

• Response deficit: 89% of consumers expect business owners to respond to reviews, and 42% are unlikely to use a business that ignores feedback, but only 51% of small business owners regularly reply to reviews.

• Proactive power: 64% of owners actively request reviews from customers. Those who ask consistently receive higher review volumes: 57% of businesses that proactively ask have between 11 and 50 reviews, compared to 50% among those who don’t.

The AI paradox

Artificial intelligence has rapidly entered the local marketing playbook, but adoption is built on shaky groundwork.

• High awareness: 86% of small business owners are aware that consumers use AI tools like ChatGPT and Gemini for local searches, with 67% claiming a solid understanding of how AI search operates.
   
• Widespread action: 65% of small business owners state they are actively working to optimize their visibility in AI search results, and 54% have checked and confirmed their appearance in AI outputs.

• The missing link: despite AI optimization efforts, businesses are neglecting the core directory ecosystem that feeds LLMs. Only 35% maintain an active Google Business Profile, 41% keep an active website, and 26% remain active on citation and directory sites, despite research showing LLMs rely heavily on structured sources like Google Business Profile, Yelp, Facebook, and TripAdvisor.

For the full 4-part Small Business Marketing Report 2026, visit https://www.brightlocal.com/research/smb-marketing-report/  

About BrightLocal

BrightLocal offers local SEO software and services that help businesses get found, chosen, and trusted in their local area.

By combining AI-powered insights built on 16 years of proprietary local search data with expert-led services, BrightLocal simplifies local search marketing, enabling businesses to improve visibility, manage listings, and build stronger online reputations.

Learn more at www.brightlocal.com. For media inquiries, contact [email protected]

Contact:
Jenny Bernarde
+44 07791340824

SOURCE BrightLocal