Google is quietly testing a new feature that could reshape local SEO and AI visibility for businesses.
According to recent reports, Google is now pulling content from connected social media accounts directly into Google Business Profiles through a new “Social Media Updates” carousel. The feature appears to display recent posts from linked social platforms within a business listing, giving brands another opportunity to surface fresh content directly in Google Search.
The move signals a growing overlap between social media activity, local search visibility, and AI-driven discovery.
For years, Google Business Profiles have focused heavily on reviews, location data, services, and website information. But this latest development suggests Google increasingly wants real-time business activity and social engagement to become part of how companies are evaluated and presented in search results.
It also has major implications for Generative Engine Optimisation (GEO) and AI visibility.
As AI systems continue to rely on structured, frequently updated, and context-rich information sources, active social profiles may help reinforce business relevance, authority, and topical expertise. Businesses consistently publishing content about their products, services, locations, promotions, and specialist knowledge could gain additional visibility signals both for traditional search and AI-powered recommendations.
Businesses wanting to take advantage of the feature should:
- Connect social media accounts to their Google Business Profile
- Maintain consistent posting activity across platforms
- Publish content that clearly explains services, products, expertise, locations, and customer solutions
- Treat social media as part of their wider local SEO and GEO strategy rather than a standalone branding channel
The development also reinforces a broader industry trend: Google is increasingly rewarding freshness, entity clarity, and multi-platform business signals.
For local businesses, that means social content is no longer just about engagement. It is becoming part of the discoverability infrastructure that helps both search engines and AI systems understand what a business does – and when it should be recommended.
Need assistance optimising your Google Business Page and merging with your website and social media? Contact me today.