March 4, 2026
Typing "plumber near me" into Google is no longer the only way people find a local business. Local SEO agency Loop Digital reports that Google Lens, now powered by Gemini, lets users photograph a shopfront or product and ask questions about hours, reviews, or availability directly — folding a new discovery path into local search behavior in 2026.
The shift builds on a broader "near me" search boom the agency says has grown roughly 900% over the past two years, alongside voice-based queries phrased conversationally, such as "plumber near me open now," rather than as short keyword fragments. The agency's research also found that businesses ranking in the top three local map pack positions receive over twice the profile actions — calls, direction requests, and clicks — compared to those ranking lower.
None of this replaces the fundamentals of local search visibility. If anything, agencies covering the shift say it raises the bar: a Google Business Profile needs current photos, accurate hours, complete service listings, and a steady stream of recent, authentic reviews to perform well across both traditional map pack results and newer visual, conversational discovery paths. Profiles left unchanged for 30 or more days reportedly see a measurable drop in visibility, according to multiple local SEO sources tracking the trend.
For local service businesses, the message is consistent across nearly every 2026 local SEO report: active, ongoing profile management now matters more than one-time optimization. Weekly photo uploads, prompt review responses, and accurate service listings compound over time in a way a single setup pass cannot replicate.
Local businesses building a marketing plan that includes both digital advertising and local search visibility can get a personalized starting point from our free Business Marketing Blueprint Generator.