Streets Ahead: Google’s Big Cleanup, New Profile Signals, and the Page Every Business Needs for AI Search
In this week’s Streets Ahead update, SOCi discusses Google’s Knowledge Graph purge, new user-confirmed attributes in business profiles, and how a “Why Choose Us” page can help your business stand out in AI search.
Google Purges 3 Billion Knowledge Graph Entities
The News Google has reportedly removed about 3 billion entities from its Knowledge Graph as part of a large-scale data cleanup, according to Jason Barnard in Search Engine Journal. The move—representing roughly 6.26% of all entities—is intended to improve the quality of information feeding Google’s large language models.
While periodic pruning isn’t unusual for Google, this round is notable for its scale. Event entities were hit hardest, with nearly 77% removed. Many of these were created during the COVID-19 pandemic to help users track rapidly changing schedules and availability. Ambiguous “thing” entities also saw declines of about 15%.
What remains are more stable, authoritative entities—such as corporations and local businesses—that are better suited to power Google’s AI-driven products, including AI Overviews and AI Mode.
Why This Matters Google’s Knowledge Graph is one of its greatest advantages in the LLM arms race. Combined with its strength in real-time search, the Knowledge Graph acts as a source of truth—helping tools like Gemini and AI Mode interpret queries accurately and respond with reliable information. It’s an edge few, if any, other LLM providers can match—suggesting that for searches where accuracy matters most, Google may remain the go-to resource for the foreseeable future.
Google Highlights Business Attribute Confirmations
The News Claudia Tomina identified a new Google feature that surfaces whether business attributes in the About tab have been confirmed by users, the business owner, or both. Attributes confirmed by owners appear to come from Google Business Profile inputs, while user confirmations are drawn from reviews and “Know this place?” contributions by Local Guides. Some attributes now show dual confirmation, reinforcing credibility.
Why This Matters This update signals Google’s effort to emphasize verified business details—both to build consumer trust and to strengthen the data behind LLM-powered answers. While businesses can’t control user feedback, they can ensure their profiles are complete and up to date, maximizing the likelihood that attributes are confirmed on both fronts.
Create a “Why Choose Us” Page to Stand Out in AI Search
The News Marketing expert Phil Rozek recommends that businesses add a dedicated “Why Choose Us” page—or a similar content section—to highlight what sets them apart. LLMs prioritize clear differentiators such as services offered, specializations, customer reviews, pricing, and speed of service when generating answers. Packaging that information in one place not only helps AI respond with accurate details but also makes it easier for prospective customers to evaluate your business.
Rozek adds that while a single “Why Choose Us” page may work well for many SMBs, multi-location brands should consider embedding this content directly into local landing pages for maximum visibility.
Why This Matters Your website remains the strongest asset for AI-era visibility. Unlike third-party platforms, it’s fully in your control—and LLMs treat it as the most authoritative source on your business. With nearly half of brands still underestimating AI search, now is the time to make sure your site surfaces the differentiators customers (and AI) care about most.
For more about the future of search, please join us at Street Fight LIVE 2025 on September 30th at Microsoft’s Playa Vista (Los Angeles) HQ.
