18 Local Search Developments You Need to Know About From Q2 2024

The second quarter of 2024 has been a whirlwind in the realm of local search, with significant changes and updates that have caught the attention of SEO professionals and local business owners alike. From the shutdown of familiar features to the introduction of new tools and layouts, the landscape of local search continues to evolve rapidly. Here’s a detailed look at the key developments from Q2 2024.

1. Goodbye to Google Business Profile Chat and Messaging

In a significant move, Google has announced the discontinuation of Google Business Profile (GBP) Chat and Messaging, effective July 15, 2024. This decision came after feedback from users and a lack of widespread adoption. Many local businesses that relied on these features for direct communication with customers are understandably disappointed. However, there’s a silver lining: Google is testing new options such as integrating SMS and WhatsApp into GBP. This change, already being seen in Europe, could offer a more streamlined and practical communication method for businesses, potentially making it easier for local brands to connect with their customers through platforms they already use.

2. The End of Call History in GBP

Another notable shutdown is the Google Call History feature, which is also being discontinued. This tool was once valued by local SEOs for its ability to attribute calls to specific sources, helping businesses understand their call traffic better. The discontinuation of this feature leaves a gap in tracking and attribution, and it remains to be seen if Google will introduce a replacement. Businesses that relied on this data for marketing insights will need to adapt and find alternative methods for tracking and analyzing call interactions.

3. Review Swap from Local Service Ads to GBP

Starting in July, Google will transition the review system for Local Service Ads (LSAs) to use Google Business Profile reviews instead. This change, initially rolled out in the UK, aims to address the review spam issues associated with LSAs. By leveraging GBP reviews, which are perceived to have better moderation, Google hopes to improve the quality and reliability of reviews for local service businesses. This shift could be a positive development, offering a more consistent and trustworthy review process for both businesses and consumers.

4. Experimentation with AI Review Summaries

Google is testing an AI-based review summary feature for GBP, which aims to provide concise overviews of customer reviews. While this feature was briefly visible in March, it has since disappeared from search results. The idea is to use AI to synthesize customer feedback into more digestible summaries, which could enhance the user experience by highlighting key aspects of reviews more efficiently. However, the impact of AI-generated summaries on local business visibility and reputation remains uncertain, and businesses should keep an eye on further developments.

5. New Review Reporting and Reply Layout

Google has introduced a new layout for managing reviews on GBP. This updated design includes a reporting button marked with an exclamation point, making it easier for users to report inappropriate reviews and respond to customer feedback. This enhancement could streamline the review management process, helping businesses address issues more effectively and maintain their online reputation.

6. New Navigation Feature Highlighting Competitors

A recent change in GBP allows users to navigate to competitors’ listings by clicking an arrow at the top of a business’s profile. This feature, initially observed in Ireland and later in the US, directs users to the next business in the local pack. While this may provide more options for users, local business owners may view it as a disadvantage, as it highlights competitors directly on their profile. This shift underscores the need for businesses to stay competitive and make their listings as appealing as possible.

7. EU-Style Carousel in US Search Results

A new vertical carousel-style display of local businesses, previously seen in the EU, has made its way to US search results. This change, first reported in April, reflects the impact of European regulations such as the Digital Markets Act on local search features. The carousel format provides a different way to view local businesses, and its introduction in the US could be a sign of ongoing shifts in how local search results are presented. North American businesses should monitor these changes as they could influence local search visibility and user engagement.

8. The Resurgence of QR Codes

QR codes, once thought to be outdated, are making a comeback on Google Business Profiles. These codes, appearing near a business’s name and address, facilitate quick access to the business’s Google Maps listing on mobile devices. This resurgence suggests that QR codes remain a useful tool for bridging the gap between offline and online interactions, and businesses should consider integrating them into their marketing strategies to enhance accessibility and engagement.

9. Introduction of an Accessibility Icon

Google has added a new accessibility icon—a person using a wheelchair—to some business listings. This icon, which appears on maps listings, aims to highlight businesses that offer accessible facilities. The inclusion of this icon reflects a growing emphasis on accessibility in local search, helping users find businesses that cater to their needs more easily. However, some users have reported issues with controlling accessibility fields, suggesting that further improvements may be needed to ensure this feature functions as intended.

10. Owner Identification in GBP

A new attribute on GBP now displays the name of a business owner along with a link to a third-party website where this information is sourced. This feature, first noticed by Barry Schwartz, adds a layer of transparency to business listings, allowing users to see who owns a business. While this could enhance credibility, it also raises questions about privacy and the accuracy of the information presented.

11. Video Verification for GBP

Google has introduced video tutorials to assist businesses with the video verification process for GBP. This move aims to simplify the verification process, which has been a source of frustration for many businesses. The new videos provide step-by-step guidance, helping businesses navigate the verification requirements and reduce the likelihood of errors or delays.

12. AI Overviews on GBP

AI Overviews have begun appearing on Google Business Profiles, replacing editorial summaries. This development, reported by Joy Hawkins, introduces AI-generated content to business listings. While AI Overviews aim to provide a more dynamic representation of a business, they also raise concerns about accuracy and control. Businesses may find themselves at the mercy of AI-generated content that may not fully reflect their offerings or values.

13. Expanded Local Packs

A recent observation revealed local packs with up to five listings instead of the usual three. This change, spotted by Joy Hawkins, could enhance visibility for more businesses within local search results. Additionally, a new “Quad Pack” layout featuring four businesses in a grid format has been identified, offering users more options and potentially changing how businesses are presented in local search results.

14. Hyper-Localized SERPs

A notable trend is the appearance of nearly 100% localized search results for “near me” queries. This shift, documented by Near Media, indicates a strong focus on local content in search results. Businesses should be prepared for a landscape where local relevance is paramount, and optimizing for local search becomes increasingly crucial.

15. Maps Spam Techniques

One of the most egregious spam techniques involves moving a business’s map pin to a different location, clustering it with similar businesses. This tactic, reported by Sterling Sky and Joy Hawkins, can mislead users and unfairly impact local search results. Businesses affected by this technique should seek to address the issue through suggested edits from neutral accounts to avoid listing suspension.

16. Apple Maps Listing Closures

Apple Business Connect has begun closing listings that lack essential information such as an address or phone number. Elizabeth Rule’s report highlights the importance of maintaining complete and accurate information on all local platforms. Businesses should ensure their Apple Maps listings are fully updated to avoid potential closures and maximize their visibility on this platform.

17. Privacy Changes in Google’s Data Storage

Starting in December, Google will transition from storing private location data in the cloud to storing it on users’ devices. This change, reported by The Verge, will impact features like Google Timeline. Businesses and users alike should be aware of these changes and consider how they may affect search behaviors and data privacy.

18. The Google Algorithm Leak

The recent Google algorithm leak has generated significant speculation and discussion within the SEO community. The leak, which exposed internal details about Google’s algorithms, has sparked debates about its potential impact and whether it was intentionally released to distract from other issues. For further insights, check out discussions from Sterling Sky and Near Media on the implications of the leak and its relevance to local search.