The second quarter of 2024 has brought several new features to local search that can help businesses improve their online presence. Here, we’ll explain these updates in simple terms with examples to make it easy to understand.
WhatsApp and SMS Integration
Google is testing a new feature where businesses can add WhatsApp or text message lines to their Google Business Profiles (GBP). This is particularly popular in Europe. For example, a bakery in Spain can now list their WhatsApp number, making it easier for customers to place orders or ask questions directly through their favorite messaging app. This new feature gives business owners better control over how they communicate with customers, potentially improving customer engagement and satisfaction.
Improved Review Management Layout
Google has introduced a new layout for managing and reporting reviews on GBPs. This includes a button with an exclamation point that makes it easier to report inappropriate or spam reviews. For instance, a hotel manager can quickly identify and address false reviews, ensuring that potential customers see only genuine feedback. This new layout helps businesses maintain a trustworthy online presence by streamlining the review management process.
Competitor Navigation
A new navigation feature allows users to click an arrow at the top of a GBP and be taken to the next competitor’s listing. For example, if you’re looking at a coffee shop’s profile, clicking the arrow might take you to another nearby coffee shop. While this feature might seem frustrating for business owners who don’t want to highlight their competitors, it’s a reminder that Google controls these listings. It encourages businesses to keep their profiles attractive and up-to-date to retain customer interest.
Vertical Carousel Display
Google has started displaying local businesses in a vertical carousel format, a feature common in the European Union, and now appearing in the US. For instance, when searching for “pizza near me,” users might see a vertical list of local pizza places they can scroll through. This new display format makes it easier for users to browse through more options quickly, enhancing the visibility of businesses.
QR Codes for Quick Access
QR codes have been added to Google Business Profiles. These codes allow users to quickly open a business’s Google Maps listing on their phones by scanning the code. For example, a bookstore can include a QR code on its GBP. Customers can scan it to get directions or see more information about the store. This feature simplifies the process for customers to access business details, potentially increasing foot traffic.
New Accessibility Icons
Google Maps now features an accessibility icon for some listings, like a person using a wheelchair. This shows that the business has accessibility features, making it easier for customers with disabilities to find suitable places. For example, a restaurant with a wheelchair ramp will have this icon, helping people with mobility issues to identify accessible locations quickly.
Owner Identification
Some GBPs now display the business owner’s name and the source of this information. For instance, a software company’s profile might list the owner’s name and link to a third-party website that confirms this information. This new attribute adds a personal touch to business listings, making them appear more trustworthy and personable.
Video Tutorials for Verification
Google has created new video tutorials to help business owners with the video verification process for GBPs. This process can be tricky, but these videos aim to make it easier. For example, a florist can watch these tutorials to understand how to verify their profile using a video. These tutorials help streamline the verification process, ensuring that businesses can get verified without unnecessary hassle.
AI-Powered Review Summaries
Google is testing AI-generated summaries of business reviews on GBPs. Instead of reading through many individual reviews, customers might see a short summary created by AI. For instance, a restaurant’s reviews might be summarized to say, “Customers love the friendly staff and tasty food.” This feature aims to save customers time by providing a quick overview of common feedback themes.
AI Overviews on Business Profiles
Google is testing AI-generated overviews on GBPs. These overviews replace the traditional editorial summaries and provide a quick snapshot of the business. For example, an AI overview for a bakery might say, “Known for fresh bread and pastries.” While this change has received mixed reactions from business owners, it offers a new way to present business information quickly to potential customers.
Increased Listings in Local Packs
Google is experimenting with local packs that display up to five listings instead of the usual three. For instance, searching for “dentists near me” might show five dental clinics instead of three. This change gives users more options and increases visibility for more businesses, potentially driving more traffic to their profiles.
Apple Maps Listings and Completeness
Apple Business Connect has been closing listings that don’t have complete information, such as an address and hours of operation. For example, a gym should ensure its Apple Maps listing includes its address and opening hours to stay active. This emphasizes the importance of having fully detailed profiles across all platforms to maintain online visibility.
Highly Localized Search Results
In some mobile search tests, nearly all search results for a “near me” query are local businesses. For example, searching for “restaurants near me” might show almost all local restaurants in the results. This test shows Google’s focus on providing highly localized search results, which can significantly enhance the visibility of local businesses.
Changes to Location Data Storage
Starting in December, Google will store your private location data on your device instead of in the cloud. This change aims to improve privacy but will result in losing some features like Timeline. Users should stay informed about these changes and their impacts. For instance, if you rely on Google’s Timeline feature to track your visits, you’ll need to adjust to these privacy-focused changes.
Local Search Improvements: Summary
The local search landscape is always changing, and the updates in Q2 2024 show Google’s efforts to improve search accuracy, user experience, and business visibility. Staying informed about these changes and adapting your strategies can help your business perform better in local search results. By leveraging new features like WhatsApp integration, QR codes, and AI overviews, businesses can enhance their online presence and connect more effectively with customers.