Small Businesses Overlook Google Even as 71% of Consumers Use It, Report Finds
US small business owners are confident customers can find them online, but BrightLocal's Small Business Marketing Report 2026 suggests their priorities do not match consumer behaviour. According to the local SEO platform, 71% of consumers use Google during local business searches, yet only 22% of owners rank it among their top two acquisition channels.
- BrightLocal's survey of over 1,000 US SMB owners found 84% are confident customers can find them online.
- 71% of consumers use Google in local searches, but only 22% of owners rank it in their top two channels.
- 47% of small businesses have fewer than 20 Google reviews, and 47% of consumers won't use such a business.
- 65% of owners say they are optimizing for AI search, yet only 35% keep an active Google Business Profile.
Confidence versus consumer behaviour
BrightLocal surveyed over 1,000 US owners of small-to-medium sized businesses. It found that 84% are confident customers can find them online. On the consumer side, 61% begin a local search directly on Google Search (52%) or Google Maps (9%).
Despite this, Google ranks only fifth among the channels owners consider most important for acquiring customers. Word-of-mouth leads at 35%, followed by social media (33%), AI tools (23%) and direct website traffic (22%). Google matches the 22% figure for direct website traffic.
Google Business Profile (GBP) maintenance shows a similar gap. While 85% of small businesses report owning a profile, only 35% keep an active presence on it, and 21% have not updated it in over three months.
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 reviews gap
The report identifies online reviews as another point of friction between what consumers expect and what businesses do.
- Volume: 47% of small businesses have fewer than 20 Google reviews. The same share of consumers (47%) say they will not consider a business with fewer than 20 reviews.
- Responses: 89% of consumers expect owners to respond to reviews, and 42% are unlikely to use a business that ignores feedback. Only 51% of owners regularly reply.
- Asking for reviews: 64% of owners actively request reviews. Among businesses that ask, 57% have between 11 and 50 reviews, compared with 50% of those that do not.
The AI paradox
AI search has entered local marketing quickly, according to the report, but the groundwork is thin. Some 86% of owners know that consumers use tools such as ChatGPT and Gemini for local searches, and 67% claim a solid understanding of how AI search works. In addition, 65% say they are actively working to optimize their visibility in AI results, and 54% have checked and confirmed that they appear in AI outputs.
BrightLocal argues that businesses are neglecting the directory ecosystem that feeds large language models. Only 35% maintain an active Google Business Profile, 41% keep an active website, and 26% remain active on citation and directory sites. The company points to research showing that LLMs rely heavily on structured sources such as Google Business Profile, Yelp, Facebook and TripAdvisor.
What it means for small businesses
The findings suggest that effort spent on social media and AI optimization may not compensate for gaps in core listings and reviews. Based on the survey, the practical areas for owners are keeping a Google Business Profile current, building review volume past the 20-review mark, and replying to customer feedback.
Anderson said the local businesses that succeed in 2026 "will be those that master the core platforms where buyers make final decisions." The full four-part report is available on BrightLocal's website.
