When most people think of Google Search results, the first thing that probably comes to mind is a list of 10 blue links. For local business queries, the mental image also includes a Google Map with three Google Business Profile listings, or the Google 3-Pack, above those blue links.
However, the reality is that Google has been moving away from these traditional-style results for quite some time now. The company has been consistently adding more dynamic features, most recently AI Overviews and AI Mode, to help users dive deeper into what they're looking for.
Crucially, Google's AI search features aren't a departure from the platform's traditional search architecture; they work hand-in-hand with the platform's existing web index to pull, verify, and conversationalize high-quality organic results.
Gemini is the AI model behind Google's increasingly prevalent AI search features, as well as being a standalone generative AI tool. Understanding where Gemini gets information, including local business info, is important as Google Search gets further and further away from that bygone era of 10 blue links and a simple map pack.
Why Local Businesses Need To Understand Where Gemini Gets Information
Google's first-ever guide to optimizing websites for generative AI features in Google Search made it clear that, at least from their perspective, generative engine optimization (GEO) and answer engine optimization (AEO) are just SEO. In theory, this means that local businesses should be able to appear in AI-generated Google results as long as their traditional SEO is solid.
However, while there is certainly some overlap between traditional and AI-generated results, it's still entirely possible for a business to rank organically but not appear consistently in AI Overviews, AI Mode, or Gemini. Or, maybe the brand gets mentioned enough by Google's AI, but the sentiment is weak, so those mentions may not actually be persuading customers in the right direction.
Knowing where Gemini gets local business information from can help businesses and SEO professionals prioritize optimizations that will impact both their AI visibility and traditional rankings.
Where Gemini Gets Local Business Info
Google Business Profile and Google Maps
If you ask Gemini for local business recommendations (think: "where's the best coffee shop in [neighborhood] to work on my laptop for a few hours"), the typical response you get back looks an awful lot like a more conversational version of a Google 3-Pack. This is because Gemini pulls business info, including location, reviews, hours, and primary business category, directly from GBP and Google Maps.
Users can then click on any of the included businesses to see a listing-style result, with the option to navigate from there to the business's website, get directions, expand specific reviews, or open the GBP listing in Google Maps.
This is where Google's statement that strong SEO translates into visibility across Google's generative AI search features is most relevant; an optimized Google Business Profile means Gemini is more likely to mention your business in AI-generated results.
Conversely, if a business doesn't have a strong Google Business Profile, its website might rank in the blue-link results, but it could be completely absent from AI-generated results.
Public Web Data
In addition to Google Business Profile, which Gemini relies on for core information, the platform can also scan open web data, which includes sources like a business's official website, press releases, and local blogs or news sites.
For a restaurant, Gemini might look at menus listed on their site or pull information from a food blog like Eater.
We asked Gemini about its process for local restaurant-related queries and got this response:
"Basically, I use Google Maps as the baseline anchor to make sure the place is open and the coordinates are right, but I layer that with food reviews, menus, and local articles to actually understand the vibe and what you should order."
Crowdsourced Platforms
When generating responses to local queries, Gemini also factors in broader public sentiment, including details that often pop up on platforms like Yelp, Tripadvisor, or local subreddits where people candidly debate a city's best spots.
This matters because if local subreddits or third-party directory and review sites mention a business negatively, or associate it with the wrong attributes, Gemini's conversational summary can reflect that weak sentiment, even if the business has a strong GBP profile.
Internal Knowledge Base
Beyond checking specific sources in real-time, Gemini also gets information from a massive underlying bank of world knowledge that covers things like general geography, history, and long-standing city institutions. Essentially, what this means is that the AI model has been pre-trained on a ton of data, which it draws on as well when generating contextual responses to queries.
For instance, if you ask Gemini for "French-style bistro recommendations in [city]," it inherently understands what a "French bistro" is. Gemini doesn't need to look up a specific source on the web to know it implies a casual atmosphere, zinc or wooden bars, steak frites, and a wine list. The training data allows Gemini to map these concepts together instantly to provide users with a helpful, intent-matched response.
How Can Local Businesses and SEOs Optimize for Gemini and Google's Generative AI Search Features?
1. Start with strong local SEO fundamentals
Google itself has made it clear that the path to AI visibility is rooted in traditional search authority.
Because Gemini gets the majority of its local business information from Google Business Profile and owned business sites, you cannot bypass the basics.
Thus, optimizing for Gemini visibility starts with a meticulously managed GBP and a technically sound, genuinely helpful business website.
2. Track Gemini, AI Mode, and AI Overviews visibility alongside Google Maps visibility
To get a complete picture of their local visibility across Google's search ecosystem, businesses should track Gemini and generative AI Google Search visibility right alongside their Google Maps performance.
Utilizing specialized local and AI visibility tracking tools, such as Local Falcon, which offers both traditional local ranking and AI visibility Scan Reports, allows you to automate this process.
Seeing exactly when, where, and how often your business appears in AI-generated answers, plus what AI says about your business, ensures you're measuring the metrics that are becoming increasingly important in local search.
3. Look at the sources Google's AI cites and optimize your digital presence
Local Falcon's AI visibility reports show you a list of all the sources Google's AI, whether its Gemini, AI Mode, or AI Overviews, cites in its responses, for both your brand and all competitors found in the scan.
This gives you granular insight into where Gemini gets local business information, providing you with a list of places to focus on optimizing your presence beyond your business site and GBP.
For instance, you might see Yelp and realize you need to claim and optimize the brand's Yelp listing, or see a niche industry directory that you haven't paid any attention to yet.
Ultimately, the broader and more authoritative your brand footprint is, the easier it is for Gemini to build strong "entity associations" with your business, making you the definitive answer to hyper-local user prompts.
The Bottom Line
Gemini gets information from a range of sources, including Google Business Profiles, business websites and third-party sites, crowdsourced platforms, and a vast internal knowledge base.
While strong local SEO fundamentals can contribute to a business's visibility in Gemini and the generative AI search features it powers across Google, knowing exactly where Gemini gets local business info can help you further optimize to improve visibility and brand sentiment together.
