Google has introduced the concept of dynamic profiles, or Google Business Profiles (GBP), as a live engagement surface. These profiles are now being used to gain local rankings over directories and other local businesses. The shift from a static profile to dynamic profiles is seen as an entry fee for local pack visibility, while being open when users search is now the No. 5 local pack ranking factor. This shift comes as businesses that consistently fail to show relevance to their profiles are losing visibility to competitors. The 2026 Local Search Ranking Factors report highlighted that behavioral and engagement signals, posts, photos, clicks, calls, direction requests, and review cadence are becoming increasingly important. The move to the review area is essential, as reviews are gaining influence across local rankings.