Google's search engine is undergoing a major shift towards using AI to answer people's questions, which presents a huge opportunity for businesses to improve their rankings. The speaker explains that the old way of optimizing a Google Business Profile involved focusing on traditional SEO strategies like completing the profile, posting regularly, and acquiring customer reviews. However, the new way centers on understanding and responding to the longer, conversational queries people use in voice search. The speaker recommends using tools like Google Search Console and Answer the Public to uncover these queries and integrate them into website FAQs, Google Business Profile Q&As, blog posts, and social media activity. Finally, the speaker proposes a Wayne's World way – a personalized consultation to identify areas where businesses may be falling short in their optimization efforts.