Google released official GBP Playbooks with industry-specific optimization guidance for restaurants, hotels, service businesses, and more.
Google released official industry-specific Google Business Profile playbooks in early 2026, and they change how every local business should approach GBP optimization. These playbooks provide category-by-category guidance on which profile elements, attributes, and features Google actually weighs when ranking businesses in Maps and local search results.
The shift is significant. Google now treats GBP as a live data source that feeds Gemini-powered search results, AI Overviews, and voice search responses. Businesses with structured, actively maintained profiles are winning visibility in this new environment. If you have not read your industry's playbook, you are optimizing blind.
A vertical-specific version of this is our guide to local SEO for car dealerships.
For a step-by-step walkthrough, see how to bulk upload products to your GBP.
The GBP Playbooks are official Google publications released in early 2026 that provide category-specific best practices for Google Business Profile optimization. Unlike Google's general help documentation, these playbooks tell each industry exactly which signals carry the most weight for their category.
Google released playbooks covering eight major verticals: restaurants, hotels, service-area businesses, tour operators, retail, health and wellness, automotive, and professional services.
The playbooks confirm what many local SEO practitioners suspected: Google evaluates different business categories using different ranking criteria. A restaurant profile is scored on entirely different signals than an accounting firm profile. Generic optimization advice leaves category-specific ranking signals unused.
📊 Flento Data: Businesses that align their GBP profiles with the category-specific recommendations in these playbooks see an average 23% improvement in profile views within 90 days compared to businesses using generic optimization approaches.
Every GBP optimization checklist tells you to add photos, collect reviews, and complete your description. That advice is correct but incomplete. The playbooks reveal which specific actions carry disproportionate weight in each category.
Consider two dental practices in Austin, TX. Both have complete profiles with photos, reviews, and descriptions. But Practice A has integrated online booking, listed accepted insurance plans, and enabled telehealth attributes. Practice B has done none of these. According to the health and wellness playbook, Practice A is sending category-specific relevance signals that Practice B is not. Generic advice gets you to baseline. Category-specific guidance is where competitive separation happens.
🔥 Quick Win: Open your GBP profile right now. Go to Edit Profile, then More, then Attributes. Count how many applicable attributes you have left blank. Most businesses have 40% to 60% of their category-specific attributes unfilled. Each blank attribute is a missed relevance signal.
Here is a systematic framework for auditing your profile against playbook guidance. The GBP Playbook Alignment Audit is a repeatable process you can run quarterly as Google updates the playbooks.
Step 1: Identify Your Primary and Secondary GBP Categories
Confirm your primary category and check secondary categories. The playbook for your primary category determines which features and attributes Google makes available. If your primary category is wrong, every downstream optimization is misaligned.
Step 2: Map Attributes Against the Playbook Checklist
Open your profile's attribute editor and compare against playbook recommendations. Flag every attribute the playbook highlights that you have not completed.
Step 3: Audit Category-Specific Features
Some GBP features are only visible to certain business types: menu editors for restaurants, booking integrations for health and wellness, inventory feeds for automotive. If you are not using the features Google built for your category, you are leaving ranking signals unused.
Step 4: Review Content Alignment
Compare your GBP description, GBP photos, and GBP posts against playbook content recommendations. Each category has different priorities: food photography for restaurants, credentials for professional services.
Step 5: Score and Prioritize Gaps
Rate each gap as high, medium, or low impact. Address high-impact gaps first. Schedule medium items for the next 30 days. Queue low-impact items for your next quarterly audit.
💡 Pro Tip: Run this audit every quarter. Google updates playbooks as new features launch. A quarterly cadence ensures you catch new optimization opportunities within weeks of release.
The restaurant playbook makes one thing clear: structured menu data beats everything else for restaurant GBP visibility. Google's menu editor now supports structured data that feeds directly into Gemini-powered results and AI Overviews. A PDF menu upload does not provide the same indexing benefit.
What the playbook prioritizes for restaurants:
A taco restaurant in Denver, CO that adds structured menu data with individual item descriptions will appear in more "best tacos near me" and "tacos with guacamole Denver" searches than a competitor relying on a PDF menu upload. The AI indexing difference is measurable.
⚠️ Common Mistake: Uploading a PDF menu and assuming Google can read it the same way it reads structured menu data. PDFs are essentially images to Google's AI indexing. Use the built-in menu editor for every item, every price, every description.
The hotel playbook emphasizes amenity data consistency between your GBP profile and your website. Google cross-references these sources when serving filtered searches like "hotels with pool near me" or "pet-friendly hotels Phoenix AZ."
What the playbook prioritizes: Amenity attributes must match what your website lists. If your site says you have a fitness center but your GBP profile does not list that attribute, you will not appear in filtered amenity searches. Room type details and pricing ranges improve conversion. Photo categories matter: upload photos tagged to specific amenity types (pool, rooms, lobby) rather than dumping everything into a general gallery. Check-in/check-out time attributes and special hours for holidays affect visibility during peak booking periods.
📊 Flento Data: Hotels in Nashville, TN that achieved full amenity consistency between GBP and their website saw a 31% increase in filtered amenity search appearances within 60 days.
Service-area businesses (plumbers, electricians, HVAC, landscapers, cleaners) have a fundamentally different GBP configuration than storefront businesses. The playbook addresses this directly with guidance on service-area setup, lead forms, and booking integrations.
What the playbook prioritizes for service-area businesses:
🔥 Quick Win: If you run a service-area business, check your service catalog right now. Every service should have its own entry with a name, description, and price range. Incomplete service lists mean Google cannot understand the full scope of what you offer.
The tour operator playbook introduces the Operator Booking Module (OBM), which allows customers to book tours and experiences directly within the GBP profile. This is the most significant category-specific feature Google has released for any vertical in 2026.
What the playbook prioritizes: Activate OBM to enable direct booking and eliminate the friction of redirecting to third-party sites. List individual tour experiences as products with descriptions, durations, prices, and availability windows. Seasonal availability attributes let you control which tours appear during specific months. Photo and video content showing actual tour experiences (not stock photography) significantly improves conversion rates.
A kayak tour operator in Phoenix, AZ using OBM will capture bookings that would otherwise go to competitors on aggregator sites. The direct booking flow keeps the customer within Google's ecosystem, which Google rewards with improved visibility.
💡 Pro Tip: If you are a tour operator and have not activated OBM yet, this is the single highest-ROI action you can take on your GBP profile in 2026.
The retail playbook focuses on product catalog integration through Google Merchant Center. Retailers with live inventory feeds connected to GBP get visibility advantages in "near me" product searches that non-integrated retailers cannot access.
What the playbook prioritizes: Connect your product catalog via Google Merchant Center so products with real-time inventory data appear with availability indicators. In-store pickup and curbside availability attributes directly affect transactional product searches. Store-specific hours for holidays and seasonal changes are weighted heavily. Product-specific photos (not just storefront images) drive higher engagement.
A sporting goods store in Nashville, TN with a connected Merchant Center feed showing "in stock" for running shoes will appear in "running shoes near me" searches. A competitor without inventory integration simply will not show up for those queries.
⚠️ Common Mistake: Setting holiday hours once and forgetting to update them. Google's algorithm factors in hour accuracy. Multiple "arrived and they were closed" reviews from incorrect hours create negative trust signals that suppress your profile.
The health and wellness playbook covers doctors, dentists, spas, gyms, and physical therapists. Online booking integration is the single highest-impact attribute for this entire category.
What the playbook prioritizes: Online booking is essential. Patients expect to book directly from your profile. Health-specific attributes (insurance accepted, telehealth availability, accessibility features, languages spoken) affect category-specific search filters. A dentist in Phoenix, AZ who lists accepted insurance plans will appear in "dentist that takes Delta Dental Phoenix" searches. Credentials and professional memberships improve prominence scores. Patient outcome photos (with consent) drive higher engagement than facility photos.
To get more Google reviews in health and wellness, the playbook recommends responding to every review. Review response rate and speed are category-specific engagement signals Google tracks for health businesses.
The automotive playbook covers both dealerships and repair shops with different emphasis areas.
For dealerships: Vehicle inventory integration directly affects visibility for vehicle-specific searches. A Ford dealership in Denver, CO with an active inventory feed will appear in "2026 F-150 near me" searches. Without it, it will not. Price transparency attributes (MSRP, sale price) and financing/trade-in attributes capture buyers in the decision phase.
For repair shops: Service menus with pricing visibility improve conversion from profile views to appointments. Customers comparison-shop repair pricing directly from GBP profiles. Technician certifications (ASE, manufacturer-specific) and warranty information improve trust signals.
📊 Flento Data: Automotive repair shops that added transparent service pricing to their GBP profiles saw a 28% increase in direction requests and a 19% increase in phone calls within 45 days.
The professional services playbook covers lawyers, accountants, consultants, and financial advisors. The emphasis is on specialty relevance and credential authority.
What the playbook prioritizes: Specialty area listings function as sub-category relevance signals. A personal injury lawyer in Austin, TX who lists specific practice areas (car accidents, workplace injuries, medical malpractice) will match more long-tail searches than one who just lists "personal injury." Credentials, bar admissions, and CPA certifications directly impact prominence scores. Consultation booking integrations show a direct correlation with profile-to-client conversion. Case study content in posts and photos demonstrates expertise in ways generic office photos cannot.
🔥 Quick Win: If you are a lawyer, accountant, or consultant, add every relevant specialty area as a separate service in your GBP catalog. Each specialty becomes a searchable entry point. "Estate planning attorney Austin" will only match your profile if "estate planning" appears in your services.
The playbooks collectively signal a fundamental shift: your profile is no longer just a listing in Maps. It is a structured data source feeding multiple Google surfaces.
GBP data now powers: Gemini-powered search results (Gemini pulls from GBP structured data to generate answers), AI Overviews (AI summaries at the top of search results draw business info directly from GBP profiles), and voice search responses (smart speaker recommendations pull from structured attributes like hours, services, and amenities).
Every incomplete attribute, every missing service listing, every outdated hour entry is not just a missed ranking signal. It is a missed opportunity to appear in AI-generated answers that are increasingly replacing traditional search results.
⚠️ Common Mistake: Treating your GBP profile as a "set it and forget it" listing. Google's AI surfaces pull from the most current, most complete profiles. Profiles that have not been updated in months get deprioritized in favor of actively maintained competitors.
Use this checklist to audit your profile against the playbook recommendations. Check each item that applies to your business category.
💡 Pro Tip: Save this checklist and run through it quarterly. Google releases new attributes and features regularly. A profile that was 100% complete three months ago may have new gaps today.
The GBP Playbooks are available through Google's Business Profile Help Center and Google Search Central documentation. Search for "Google Business Profile" followed by your category name and "playbook" to find yours. The playbooks are free, publicly available, and updated as new features launch. Bookmark yours and revisit quarterly.
What are the Google Business Profile playbooks? Official Google publications released in early 2026 that provide industry-specific optimization guidance for eight major categories: restaurants, hotels, service-area businesses, tour operators, retail, health and wellness, automotive, and professional services. They detail which attributes, features, and content types carry the most ranking weight per category.
Which industries have GBP playbooks? Restaurants, hotels, service-area businesses (plumbers, HVAC, electricians), tour operators, retail, health and wellness (doctors, dentists, gyms, spas), automotive (dealerships and repair shops), and professional services (lawyers, accountants, consultants).
How do GBP playbooks affect local SEO rankings? They reveal which category-specific signals Google weighs most heavily. Businesses that align with these recommendations send stronger relevance signals than competitors using generic optimization, improving visibility in Maps, local pack results, and AI-powered search surfaces.
Are GBP playbooks free to access? Yes. Publicly available through Google's Business Profile Help Center and Google Search Central documentation at no cost.
How often should I review my GBP playbook? At least once per quarter. Google updates the playbooks as new features and attributes launch. Quarterly reviews ensure you catch new opportunities within weeks of release.
Do GBP playbooks affect how my business appears in AI Overviews? Yes. GBP data feeds Gemini-powered results, AI Overviews, and voice search. Profiles with complete, structured data aligned to playbook recommendations are more likely to be cited in AI-generated answers.
What is the most important action from the GBP playbooks? Complete every available attribute for your category. Most businesses have 40% to 60% of category-specific attributes left blank. Each blank attribute is a missed relevance signal. Open your attribute editor and fill every applicable field this week.
Your GBP profile is a live data source feeding Google's AI, Maps, voice search, and local results. Businesses that align with category-specific playbook guidance will build a visibility advantage that compounds over time. The competitive window is open now, but it closes as adoption spreads.
Flento's Google Business Profile Optimizer flags category-specific gaps in your profile so you can fix them in minutes, not hours.
