Over recent weeks Google has begun testing several Business Profile features: a combined Business Home, AI-assisted messages from Search and Maps, and better control over third-party ordering for restaurants. None of this is confirmed for Sweden yet, but it shows where local visibility is heading.
What is Google Business Home?
Business Home is a new start page that brings Business Profile, Merchant Center, YouTube and Google Ads accounts together. According to Search Engine Roundtable (22 October 2026) it lets you create and track content, manage multiple locations and get personalised advice. It is a closed beta by email invitation, rolling out slowly. Google’s help page, as quoted there, says it is limited to selected business categories in the US and UK.
What is AI messaging?
According to Search Engine Roundtable (29 October 2026), more businesses are getting access to AI-assisted messaging. Customers message the business from Search and Maps, an AI agent answers routine questions and hands off the rest, and the owner can take over at any time. It is described as an early-access pilot; markets are not stated and the details come from individuals’ posts, not Google.
What about restaurants?
Restaurants can reportedly manage third-party ordering providers one by one and choose pickup, delivery or both, per Search Engine Roundtable (28 October 2026).
What should you do now?
Get the basics right (category, hours, services, contact details), write down your five most common customer questions, and make sure your website matches your profile.
Need help with your Business Profile? Learn more about SEO and websites at Adeo Marketing, or contact us.
Sources: Search Engine Roundtable, Google help page, AI messaging, ordering controls.