Google has rolled out a new feature for Google Business Profiles that makes it easier to collect customer reviews.
You can now generate custom QR codes that, when scanned, direct customers straight to your business’s review page.
Google announced the update today on X:
You can now create easy-to-scan QR codes that take customers directly to your GBP, encouraging them to leave more reviews.
On your desktop, go to your Business Profile and click on “ask for reviews”. Follow the instructions to generate a link or a QR code. Voila! pic.twitter.com/GX0HnLmAp6
— Google Business Profile (@GoogleMyBiz) March 4, 2025
How to Access the Feature
You can access the QR code generator by following these steps:
Visit your Google Business Profile dashboard on desktop
Click on the “ask for reviews” option
Follow the on-screen instructions to generate either a direct link or a QR code
The system offers multiple sharing options, including Email, WhatsApp, and Facebook.
What This Means For Businesses
This update gives you more ways to increase review volume with minimal friction. QR codes can be displayed at physical locations, added to receipts, or included in post-purchase communications.
Review quantity and quality can enhance local search visibility. While reviews don’t impact search rankings, they affect Google’s local pack.
See more:
Customers More Willing To Write Reviews
On the topic of local search, I covered a relevant study earlier this week that finds customers are increasingly willing to write reviews.
BrightLocal analyzed 15 years of data and determined that customers are growing more aware of the importance of reviews. This awareness makes them more eager to contribute their thoughts and opinions.
The study reads:
“… despite the challenges of maintaining a consistent stream of new reviews, consumers are overwhelmingly willing to write one. It’s all about giving them a strong reason to do so (AKA a memorable experience) and catching them at the right time.”
See more:
Greater customer awareness is a double-edged sword, the study points out.
While people are more willing to write reviews, they’re less trusting of overall review scores. This means customers consult “alternative” sources like TikTok and YouTube in addition to checking Google reviews.
As you utilize this QR code feature to gather more reviews, remember that it’s important to be visible across multiple platforms to reach today’s customers.
BrightLocal has released a new report analyzing 15 years of consumer review behavior data. The findings reveal shifts in how people research and buy from local businesses.
Here’s more about the study and what it means for marketers.
Historical Trends
The report tracks the popularity of online reviews. It notes a rise in local business research from 2015 to 2016, which coincided with smartphone ownership reaching 77% among U.S. adults.
This trend peaked during the COVID-19 pandemic in 2020, when 59% of consumers said they researched local businesses nearly daily.
After that, the number of consumers researching local businesses steadily decreased.
Traditional Review Metrics Less Important
Consumers now place less importance on traditional review metrics:
Fewer consumers expect perfect five-star ratings.
People care less about how recent reviews are compared to 2018–2020.
Star ratings still matter, but more customers see them as “vanity metrics” instead of accurate indicators of business quality.
The report notes:
“This reinforces the point that consumers are more understanding of the challenges to maintain high ratings, and that it’s not a realistic indicator of true quality as a standalone factor.”
Consumers Willing To Write Reviews
Consumers may care less about reviews when deciding what to buy but are still willing to write them.
In the last five years, almost three-quarters of adults in the US have written an online review.
Additionally, data indicates that consumers are more willing to write reviews, even if they didn’t do so in the past year.
The report states:
“For business owners, what this shows is that, despite the challenges of maintaining a consistent stream of new reviews, consumers are overwhelmingly willing to write one. It’s all about giving them a strong reason to do so (AKA a memorable experience) and catching them at the right time.”
Related Webinar:
Platform Preferences
Screenshot from: brightlocal.com/research/consumer-reviews-historical-trends/, March 2025.
Google continues to lead as the preferred review platform, but the research shows movements among other platforms:
Facebook has dropped in both usage and trust from 2020 to 2025.
Yelp remains stable as a trusted review source.
Platforms like YouTube, local news outlets, and social media are more influential in helping consumers make decisions.
The report suggests that the distinction between “traditional” and “alternative” review platforms is less relevant, posing the question:
“What does a consumer care about the definition of a review platform, really?”
Screenshot from: brightlocal.com/research/consumer-reviews-historical-trends/, March 2025.
I’m sharing a personal anecdote here: I tend to do much of my local business research on YouTube and TikTok.
I’m traveling out of town this month, and I used a combination of both platforms to decide which hotel to book, the exact room type I wanted to book, and the restaurants I wanted to eat at while I’m there.
As the report notes, I felt the experiences shared on YouTube and TikTok were a more authentic representation of what I’d experience as a consumer. Although they don’t have standardized review systems, videos offer all the information needed to make an informed decision.
What This Means For Marketers
While recency and star ratings matter for local visibility, they no longer tell the whole story for customers.
BrightLocal’s study offers these takeaways for marketers:
Be visible on various platforms, not just review sites.
Respond to customer feedback instead of just aiming for high ratings.
Use your business identity, like a Google Business Profile, to connect with socially conscious consumers.
Adapt to the changing ideas of “review platforms.”
Ask for reviews. Customers are willing to write them, so don’t hesitate to ask.
Structured data markup can work diligently behind the scenes to help your local business shine online.
It can add eye-catching rich results to your search results, like review stars, FAQs, and breadcrumbs, that grab attention and encourage more clicks.
Structured data uses the standardized vocabulary of Schema to tell search engines – and even AI tools – exactly what your website is about, making it easier for customers to find you.
While it’s not a direct ranking boost, structured data plays a big role in making your business more visible, whether in traditional search results or AI-powered tools like Gemini or ChatGPT.
From a local ice cream shop to a hardware store, adding structured data can make a huge difference in boosting your local SEO and staying ahead in today’s ultra-saturated digital world. It often remains an untapped resource, despite its potential to significantly enhance your local SEO strategy.
This guide will equip you with actionable knowledge to use structured data markup to boost your local SEO and strengthen your visibility across search engines and AI platforms.
Why Does Schema Matter?
Structured data with Schema convey additional information to search engines so they can interpret and display your content more effectively, giving your business a competitive edge in search engine results pages (SERPs).
Google has consistently highlighted the importance of schema and structured data in delivering relevant, detailed information to users.
Implementing schema correctly can improve your visibility, attract more clicks, and even increase conversions.
Let’s clarify key terms related to schema and structured data markup.
Understanding Schema, Structured Data, Rich Results, And SERP Features
Local search marketers often use the terms “schema”, “schema markup” and “structured data” interchangeably, but there are differences to understand.
Structured Data
Structured data is the format for organizing and describing information on a webpage. By implementing structured data markup to a page, you convey additional information and make it easier for search engines to accurately interpret your pages and display relevant snippets in SERPs.
Schema
Schema is an open source standardized vocabulary used to markup structured data. There are other vocabularies, but the search industry uses Schema.org which is a collaborative initiative founded by Google, Bing, Yahoo, and Yandex in 2011.
This vocabulary enables webmasters to tag elements like business names, addresses, phone numbers, customer reviews, and services.
Pages using structured data with schema are eligible for rich results, which can significantly improve how your business appears in search results.
Rich Results
Rich results (also known as rich snippets) are enhanced search elements that provide more detailed and visually engaging information.
Rich results can also be referred to as “SERP features.” Examples include:
Rich results not only improve click-through rates but also help your business stand out in competitive local search results.
SERP Features
A SERP feature is a specialized element on a search results page that provides extra information or functionality beyond standard results.
Examples include featured snippets, local packs, and knowledge panels. It is a broader category covering various elements, while a rich result enhances individual listings using structured data.
Why Structured Data Matters
Structured data is an integral part of any business’s local SEO strategy for myriad reasons. Let’s explore each reason more in-depth.
Improved Search Engine Understanding
Structured data acts as a translator, turning your website’s content into a format that search engines can easily understand and classify.
This allows Google, large language models (LLMs), and other engines to identify key information such as your business hours, location, services, and customer ratings.
The better search engines understand your site, the more likely they are to display relevant information to users.
Enhanced SERP Visibility
Rich results generated from structured data are more visually appealing than standard search results.
For example, a local bakery using schema markup might appear with review stars, a photo, operating hours, and a “Place an Order” button directly in the SERPs.
This enhanced visibility can drive more traffic to your site and attract higher-quality leads.
Increased Click-Through Rates
Pages featuring rich results typically enjoy higher click-through rates (CTRs) compared to those with standard results.
By giving users detailed information upfront – such as pricing, availability, or reviews – you make it easier for them to decide to engage with your business.
Competitive Advantage
In saturated local markets, structured data markup can differentiate your business from competitors.
If your competitor’s listing only shows basic details while yours features rich elements like sitelinks or a star rating, potential customers are more likely to click on your result.
Voice Search Optimization
As voice search grows in popularity, structured data becomes even more important.
Devices like Google Assistant rely heavily on schema to deliver concise, accurate answers to voice queries.
For example, adding a “FAQ” schema to your site can make your business the top result when users ask questions like, “Where’s the best coffee shop near me?”
The Role Of Structured Data In Local SEO
As evidenced above, structured data serves as a vital tool for local businesses, helping search engines understand and present your information more effectively.
For businesses aiming to improve visibility in local search results, structured data provides an opportunity to display essential details in a highly appealing format.
With schema, businesses can highlight critical information such as:
Business hours, including holiday schedules.
Customer reviews and ratings.
Location details with maps and directions.
Product pricing and availability.
Events and promotions.
For example, a local bakery could use structured data to feature customer reviews, a “Place an Order” button, and seasonal promotions.
An event venue might showcase upcoming events with dates, times, and ticket links, making it easier for potential customers to engage directly from search results.
Practical Benefits For Local Businesses
Here’s how structured data benefits local businesses in practice:
Restaurant Example: A family-owned diner uses schema to display operational hours, reviews, and menu links, reducing barriers for diners looking for quick information.
Retail Example: A local bookstore features event details, such as upcoming author signings, directly in search results to attract customers.
Service Example: A home improvement company highlights service areas and customer testimonials, building credibility and attracting clicks from targeted local users.
These enhancements create a competitive edge by presenting detailed and relevant information before the customer even clicks on your website.
Data And Google Business Profile
Structured data on a location page doesn’t directly affect Google Business Profile (GBP) features like the Map Pack or reviews, but it enhances organic search features, such as rich results, by improving how search engines interpret your website.
While schema doesn’t directly impact GBP rankings, it complements them by ensuring consistent, accurate data across platforms, boosting credibility and visibility.
Including details like address, hours, and services in structured data helps Google associate your site with your GBP listing and can even fill gaps in unclaimed profiles.
Structured Data And Local Ranking Signals
Structured data is not a direct ranking signal in search engine algorithms, as confirmed by Google representatives like John Mueller.
However, it is essential for boosting a website’s visibility and engagement, both of which can impact search rankings.
By organizing information for easy interpretation, structured data improves how content appears in search results, encouraging clicks and interaction.
How Structured Data Impacts AI Results For Local Brands
The rise of AI in search engines and virtual assistants has redefined how structured data impacts digital visibility.
Once primarily a tool for helping search crawlers understand webpage content, structured data now plays a vital role in ensuring local landing pages perform well in AI-driven platforms like Gemini, Bing Chat, ChatGPT, and voice assistants such as Amazon Alexa and Google Assistant.
Structured Data: The Foundation For AI Optimization
Structured data is essential for AI systems like ChatGPT, helping them deliver accurate and relevant information.
Local landing pages using structured data, such as LocalBusiness or GeoCoordinates schema, provide a framework that AI can easily process for precise results.
For instance, structured data defining a business’s address, hours, and reviews allows AI platforms to seamlessly integrate this information into conversations.
Key Benefits Of Structured Data For AI
Improved Contextual Understanding: Structured data helps AI systems understand relationships between key entities on a page. For example, linking a business’s name, address, and service area allows AI to provide more accurate answers for local queries like “electrician near me” or “top-rated gyms in San Diego.”
Enhanced Rich Results: AI tools prioritize structured data to create detailed rich results. A local landing page with Review and AggregateRating schema can lead to AI displaying customer ratings and reviews directly in search results, fostering trust and engagement.
Voice Search Optimization: Structured data enables voice assistants to deliver precise answers. For example, a local restaurant with schema data about its menu and hours will yield accurate responses to queries like “What time does Joe’s Diner open?”
AI-Powered Features Integration: AI models like Google’s Search Generative Experience (SGE) synthesize content into conversational summaries. Local pages with detailed markup are more likely to be included in these overviews, giving businesses better visibility in AI-driven search environments.
Screenshot from search, Google, January 2025 – Brand Retailer Local Page AI Overview Example (webpages are utilizing advanced schema)
Localized Search Benefits Of Structured Data
AI search systems increasingly focus on localization, making structured data essential for businesses targeting specific geographic areas.
Key schema types that enhance localization include:
GeoCoordinates Schema: Ensures precise location information, allowing AI to integrate it into map-based results.
LocalBusiness Schema: Supplies essential business details like name, hours, and services offered.
Event Schema: Highlights local events and activities directly tied to the user’s location and query.
Practical Steps To Implement Structured Data For Local Pages
Structured data is essential for local business websites aiming to improve visibility in search engine results.
While many local sites have basic structured data enabled, implementing detailed and well-validated markup can significantly enhance search engine performance and qualify pages for rich results.
Below is a comprehensive guide to applying schema markup effectively.
Step 1: Select The Best Schema.org Category
Choosing the appropriate Schema.org category is critical for ensuring an accurate representation of your business in search results.
Schema.org provides various categories specifically tailored for local businesses. For example:
Ice Cream Shops: Use schema.org/IceCreamShop
Hardware Stores: Use schema.org/HardwareStore
If no specific category exists for your business, use the general schema.org/LocalBusiness.
Additionally, if you’re technically inclined, you can propose new categories via the Schema.org GitHub forum.
Screenshot from schema.org, January 2025 – Recommended Local Business Schema for a Hardware Store
Step 2: Implement Required Schema Properties
After selecting the correct category, include the following required schema properties to ensure validation and avoid disqualification from rich results:
These properties are not required but are highly recommended for enhancing visibility:
review: A review of your business (only if the local landing page has visible reviews).
aggregateRating: The overall rating based on multiple reviews. Ensure compliance with Google’s Review Rich Results guidelines.
FAQPage: Mark up FAQ sections with this schema to appear as FAQ rich results.
alternateName: Alternative names for your business, e.g., “Acme Inc.” vs. “Acme Stores.”
sameAs: Links to third-party profiles like Facebook, YouTube, or Wikipedia.
hasMap: A link to your business’s location on Google Maps.
breadcrumb: Structured navigation schema to improve rich results in SERPs.
department: Internal departments or services within your business.
priceRange: A general indicator of your pricing, such as “$$$.”
Step 4: Explore Advanced Schema Types
For businesses seeking even more advanced features, consider these schema types:
SearchAction: Formerly known as the sitelinks search box, lets users perform site-specific searches directly from the search engine results page (SERP), enhancing engagement and accessibility.
additionalType: Defines additional topical relevance, often using Wikipedia categories. For example, a sporting goods store might use the Wikipedia page for Sports Equipment.
headline: Helps local businesses optimize key pages—such as service offerings, promotions, and blog posts—by providing a clear, structured title that improves visibility in search results.
alternativeHeadline: Allows local businesses to add a secondary title variation, making content more discoverable for different search terms and customer queries related to local services.
significantLink: Highlights key pages that matter most for a local business, such as appointment booking, contact pages, or location-specific services, improving navigation and SEO.
contentLocation: Specifies the geographic area a business serves, helping search engines associate its services with a specific city or region, boosting local search rankings.
Step 5: Validate Your Schema Markup
Proper validation is critical for ensuring your structured data qualifies for rich results. Google provides several tools for this purpose:
Schema.org Structured Data Validator: Tests structured data directly by pasting your code into the tool. It flags both errors and warnings. While errors must be fixed, warnings are less critical and may not affect rich results.
Screenshot from Schema Markup Validator, January 2025 – Validated Schema Example (validated with no errors/warnings)
Rich Results Test: Google’s official tool to preview which rich results can be generated by your structured data.
Google Search Console Enhancement Reports: Monitors structured data across your site and provides enhancement reports, highlighting pages with errors or warnings. Notifications from Search Console should be addressed promptly to maintain performance.
Screenshot from Google Search Console, January 2025 – Google Search Console Enhancements Reporting Example
Step 6: Measure Rich Results Performance
Tracking your rich results’ performance helps you understand the impact of your schema implementation.
Third-party tools like Semrush offer “SERP feature” reports that show the aggregate rich results your site is earning. This data can be used to identify further optimization opportunities.
Semrush SERP Features Trend Example
You Can’t Go Wrong With Implementing Good Structured Data
Adding structured data to your location pages is a powerful way to enhance local SEO and improve how search engines and AI systems display your business.
Structured data is especially important for AI, as it helps models like ChatGPT and search assistants better understand and showcase your business details.
It also ensures your website’s information aligns with your Google Business Profile, even if your listing is incomplete or unclaimed.
By making key information easy to find, structured data benefits both AI systems and customers.
With better visibility, higher click-through rates, and a stronger online presence, schema markup is a must for local businesses. Add it to your location pages today to stand out and connect with more customers.
Key Takeaways
Selecting the right Schema.org category is crucial for accurate business representation.
Implement required and recommended schema properties to qualify for rich results.
Validate your structured data using tools like Google’s Rich Results Test and Schema.ord Structured Data Markup Validator.
Monitor performance through Google Search Console and third-party tools.
By following these steps, local businesses can maximize the visibility and effectiveness of their structured data, ultimately driving more traffic and engagement through enhanced search results.
Special thanks to Chad Klingensmith, Sr. SEO Strategist at Rio SEO, for his extensive contributions to this article. His in-depth knowledge of structured data ensures the accuracy and relevance of the insights shared here.
We have been testing Google’s newest “Ask For Me” Search Lab test.
It is quick, easy, and impressive technology to request local quotes, but it is not at all clear that it is good for small businesses.
At the end of January, Rose Yao, a product lead at Google, announced a new Search Lab test (“Ask for Me”) that uses Google Duplex to automate calls to local businesses “to find out what they charge for a service and when it’s available.”
It’s testing in two categories to start: automotive service/repair and nail salons. And we just got access.
When your search query falls within one of the two test categories (e.g., oil change), the Ask for Me module appears under the Local Pack with a large call to action that encourages users to “Get started.”
Ask for Me Module, CTA (Screenshot from search, Google, February 2025)
The Ask For Me Experience
It then asked what service I needed and gave me a list of 20, from factory-scheduled maintenance to vehicle leaks. I chose “oil change” and provided complete details about my car’s make, model, year, and mileage.
I indicated my desired scheduling and preferred communication method (email or SMS) – and we were off to the races.
It took me 96 seconds, but I wasn’t clear on all of the choices. In practice, it takes less than one minute once you are familiar with the process.
What Happened After Submitting A Form?
From the time I submitted the form, it took 17 minutes to receive a response.
I was given a summary of prices and availability from the three businesses that answered the phone. Additionally, I was notified that five businesses couldn’t be reached.
Screenshot from search, Google, February 2025
Google called eight of the top nine listings in the Local Finder. The one not called was Walmart.
The businesses that responded were ranked second, third, and seventh on the Finder list.
In a second test, requesting a tire purchase and installation, Google called 11 businesses.
Six of those answered and provided information. Five of the calls went unanswered. Exactly how many locations Google will call is still TBD.
If you call after hours, Google will send back an email indicating that it will call once the businesses are open.
Screenshot of author’s email, February 2025
How This Could Be A Problem For SMBs
Google Duplex was launched in 2018, using AI “for conducting natural conversations to carry out “real world” tasks over the phone.”
That year, Google implemented a similar solution for restaurant reservations, allowing users to click a reservation button and let Google handle the process. That system is beneficial for both the user and the restaurant.
However, “Ask for Me” is different. It functions more like a Request for Proposal (RFP), letting users quickly contact multiple repair shops with minimal effort.
Even worse, it effectively pits one shop against another, which, if it were to become widely adopted, could drive auto repair shop profits down.
The product also creates additional work for local businesses.
Until auto repair shops adopt automation and bots to handle these calls, staff will be burdened with calls that take just as long as regular ones – but with less direct customer interaction and a lower chance of closing a sale.
In a nutshell, here’s what’s wrong from a business point of view (POV):
Businesses learn nothing about the potential customer.
Callers learn nothing but price and availability about the business.
Local services become further commodified.
There are obvious spam implications: local black hats using Ask for Me calling to waste a competitor’s time.
In addition, this puts pressure on local merchants to “low ball” when Google calls and potentially do a “bait and switch” when the customer actually appears.
Only A Test
As I noted in our most recent podcast, the Ask for Me test is dramatically more limited than most Google tests.
Normally, Google releases its early work on some percentage of searchers (e.g., 1%). Then, if successful, it will show the test to 10%, and so on, until a full rollout.
In this case, the user has to opt in via Search Labs, which will significantly limit the test’s scope. Unless this is a PR ploy, it would appear that Ask for Me is not ready for even a 1% rollout.
How To Opt Out From Ask For Me Duplex Calls
Businesses can opt out of receiving these calls, but the process is somewhat complicated and requires a verified profile.
To opt out of Google Duplex calls for your business, you can:
Go to your Business Profile. Select the three-dot menu.
Select Business Profile settings.
Select Advanced settings.
Under “Google Assistant calls,” turn off “Bookings from customers” or “Automated calls.”
Screenshot from Google Business Profile, February 2025
While those obsessed with efficiency may see the appeal, I’m not convinced this will actually be efficient in practice.
It looks more like a battle of attrition, with Google generating more calls and businesses wasting time quoting prices – only to lose sales to the lowest bidder.
In the process, a lot of time is wasted.
More Resources:
Featured Image: PeopleImages.com – Yuri A/Shutterstock
Travelers today can effortlessly browse through countless vacation rental options with only a few clicks. With so much competition, a strong online presence is critical to success in the vacation rental space.
With competition from large players like VRBO, Airbnb, and Booking.com, small local vendors can not solely rely on word-of-mouth or local listings. You need a robust SEO strategy to capture the attention of potential guests and drive direct bookings.
We’re going to dive into local and travel SEO for vacation rentals, to apply advanced techniques to improve online authority and visibility in order to drive more valuable traffic and bookings.
We’ll explore how to optimize a vacation rental business’ web presence, leverage the powerful Google Travel platform, and implement proven strategies to stand out in a crowded online travel market.
Keyword Research
Before you embark on any optimization efforts, you need to understand what the target audience is searching for and what authority may already exist on these topics.
Start by simply conducting searches on the keywords prospective renters would use to find your targeted vacation rentals.
Then, conduct more robust research via common SEO platforms to include competitor analysis and rank tracking to understand what, if any, visibility already exists.
Rather than broadly targeting keywords like “vacation rentals in California,” narrow your focus to your specific location (“oceanfront rentals in San Diego”), property type (“luxury villas in St Barts”), or amenities (“pet-friendly cabins with hot tubs in Big Bear”).
Be sure to pay attention to long-tail keywords. Longer, more specific phrases may have lower individual search volume, but they often indicate higher intent and can drive highly qualified traffic to a website.
On-Page Optimization
Look to fine-tune the vacation rental website’s content and structure to make it easily understandable and accessible to search engines.
This includes optimizing various elements to improve the website’s visibility and ranking for relevant keywords.
Title Tags
Adding the business/brand name to the end of a page title can help with brand recognition online, but is not mandatory.
Example: For a mountain cabin in Telluride, your title tag could be “Cozy Mountain Cabin in Telluride, CO | BusinessName.”
Meta Descriptions
Well-written meta descriptions are your opportunity to “promote” the vacation rental and should highlight key features.
Example: “Escape to this charming cabin with stunning mountain views, a private hot tub, and direct access to the slopes. Perfect for families and couples seeking a relaxing getaway.”
Heading Tags (H1, H2, Etc.)
Structure your content with clear, structured, hierarchical headings and subheadings incorporating relevant keywords.
This not only improves readability for users, but also helps search engines understand the hierarchy and context of the content.
A well-optimized vacation rental category page will include sections addressing any and all questions renters may have prior to renting. Section headings may include:
H1 – Vacation Rentals in [Location]
H2 – Types of Vacation Rentals Available
H3 – Pet-Friendly Rentals
H3 – Family Rentals
H3 – Large Group Rentals
H2 – Why Book A Vacation Rental with Us
H2 – Best Time to Visit [Location]
H2 – How To Book a Vacation Rental
H2 – Vacation Rental Amenities
H3 – Indoor Features
H3 – Outdoor Amenities
H2 – Top Things to Do Near the Vacation Rental
H2 – FAQs
H3 – Question and Answer 1
H3 – Question and Answer 2
Image Optimization
Property images are a key component of any successful vacation rental listing as they enable visitors to get a feel for the property and entice them to book.
Images used in online property listings must find a balance between quality and size in order to appeal to prospective renters, while also loading quickly on mobile devices.
Where possible, the WebP image file format can be used to maximize this balance.
Content Optimization
Focus on providing valuable information, answering all of the questions customers may have about vacation rentals.
Consider all of the things a user would want to know when booking a weekend or family getaway. Keyword research will be critical to helping identify the questions people are actually asking online.
Structured Data/Schema
Structured data is a means to appear in Google Vacation Rentals, which will be touched upon further below.
All vacation rental businesses are local in nature, and, as such, there may be an opportunity to create and optimize a Google Business Profile (GBP) for each location. This free profile is as, if not more, important than the website, though your website is, of course, where final booking typically happens.
A GBP can and should contain all primary contact information, business details, rental property information, photos, videos, and content relevant to prospective guests.
Most importantly, the GBP is the primary place where guests can leave reviews, which should be monitored and responded to on a regular basis. Read more below.
Don’t forget regular updates should be posted to GBP to demonstrate the business’ level of engagement with its customers.
These updates can be property overviews, feature highlights, useful blog posts on planning or booking a stay, photo tours, special offers, or anything else,which will add value for the renting audience.
Screenshot of LaCasa Vacations LLC Google Business Profile, January 2025
Online Reviews
All vacation rental guests should be encouraged to leave positive reviews on the Google Business Profile, TripAdvisor, Yelp, and other relevant travel review websites.
Positive reviews not only build trust with new potential guests, but also contribute to your SEO efforts as they signal.
Regardless of the tone, all reviews should be responded to in a timely manner to further demonstrate the level of engagement the business has with its customers.
Negative reviews naturally need a prompt and effective response to both diffuse the situation and show how the business effectively handles customer service issues.
A prompt response to a positive review is an opportunity to further showcase customer communication and to gently ask for referrals.
NAP Consistency In Local And Travel Industry Directories
Research and ensure primary business information (name, address, phone number) is consistent across all accessible online directories and citation sources.
This will help to improve local search visibility and ensure accurate information is displayed to potential guests, wherever they may encounter your business.
There are tools like SOCi or Yext to help centrally manage business information across listings for businesses with multiple locations, or relevant directory listings can be identified via the search results.
Google Vacation Rentals: A Powerful Platform For Visibility
More specifically, Google Vacation Rentals is a prominent platform for showcasing properties directly in search results.
By obtaining and optimizing your listings on this platform, vacation rental companies can increase visibility, attract more guests, and drive direct bookings.
Screenshot from Google Vacation Rentals, January 2025
While there is no “fee” to appear in Google Vacation Rentals, the listings are dominated by Google integration partners who submit properties via a Hotels API feed and the aforementioned large travel players. Integration partners have at least 5,000 properties and have been approved by Google, so this is not an option for every business.
Here’s how to get started with Google Vacation Rentals:
1. Choose a Software Partner: Google Vacation Rentals integrates with various property management systems (PMS) and channel managers. Select a software partner who meets the needs of the rental company and connects with Google Vacation Rentals.
2. Create and maintain Google Business Profile: As noted above, this is a crucial component for managing and optimizing online presence across Google, including Google Maps and Google Search.
3. Connect the PMS/Channel Manager: Once a software partner has been chosen and GBP has been configured, connect the PMS or channel manager to Google Vacation Rentals. This will enable the seamless management of listings and the ability to keep property availability and pricing updated.
4. Optimize Google Vacation Rental Listings: Provide comprehensive and accurate information about each rental, including high-quality photos, detailed descriptions, and competitive pricing. Highlight each property’s unique features and amenities to attract potential guests.
5. Manage Reviews: Respond to guest reviews promptly and professionally, demonstrating a commitment to customer satisfaction. Positive reviews and even negative reviews with quick, effective responses can significantly influence booking decisions, so actively manage the business’s online reputation.
Recommended Strategies For Optimizing Google Vacation Rental Listings:
Professional Photography
Invest in high-quality photos showcasing each property’s best features and create a strong first impression.
Create unique, engaging photos: Use a wide-angle lens to capture the spaciousness of the living room or highlight unique features like a fireplace, hot tub, or outdoor patio with close-up shots.
Number of images to use: Aim for at least 20 high-quality photos showcasing all aspects of the property.
Photo captions, alt text, and image filenames: Be sure to add descriptive captions to all photos to provide context and highlight key features. For example: “Relax on this exquisite private balcony with stunning ocean views.”
For an SEO boost, incorporate relevant keywords into both the alt text and filenames used for each image.
This may seem like a tedious task but it can pay off when it comes to having your images stand out in search results.
Detailed Descriptions
Craft compelling descriptions to entice potential guests and highlight the unique selling points of your property and the vacation destination.
Incorporate target keywords: Use relevant keywords naturally throughout the property’s description, e.g., If your property has a hot tub, include phrases like “private hot tub,” “relaxing hot tub,” or “hot tub with mountain views.”
Structure and formatting: Use bullet points, headings, and subheadings to break up text and improve the readability of your descriptions, particularly if they are lengthy.
Storytelling: Use descriptive language to paint a picture of the guest experience at the property, e.g., “Imagine waking up to the sound of waves crashing on the shore and enjoying your morning coffee on the oceanfront balcony.”
Highlight nearby attractions and provide useful information about the surrounding area to further entice prospective customers to choose your destination for their next travel adventure.
Competitive Pricing
Research competitors and set competitive prices to attract guests, while maximizing revenue.
All consumers, regardless of their income or location, are price-sensitive.
Pricing strategies: Consider different pricing strategies like dynamic pricing based on vacation rental supply and demand, seasonal pricing during peak and off-peak seasons, and discounts for longer stays or last-minute bookings.
Clearly state your value proposition: Be sure to highlight the unique value proposition of each rental, even if yours is not the cheapest option. For example, you may state, “While our rates may be slightly higher than some competitors, we offer prime locations, luxurious amenities, and exceptional guest service.”
Guest Communication
Respond to inquiries promptly and provide excellent customer service to encourage positive reviews. Be proactive in communicating with guests, answer their questions thoroughly, and address any concerns they may have.
Response times: Set realistic expectations for response times (which you can comfortably adhere to) in your listing, e.g., “We respond to all inquiries within 24 hours.”
Personalized communication: Tailor your communication, wherever possible, to each guest’s needs and preferences.
Pre-stay information: Consider sending guests a welcome email with helpful information about the property, its amenities, services available, and the surrounding area.
SEO Is A Marathon, Not A Sprint
You’ve likely heard this before, and please remember SEO is an ongoing process requiring focus, dedication, consistency, and adaptation, as the recent introduction of AI search clearly demonstrates.
To summarize, the key components to having vacation rentals consistently appear at the top of organic search engine results are:
A clear understanding of audience needs/desires informing in-depth keyword research.
An optimized website.
An optimized Google Business Profile.
Optimized Google Travel Vacation Rental listings.
Consistent, prompt client communications and customer service.
By implementing the strategies outlined in this guide, a strong online presence, the attraction of qualified guests, and maximized booking revenues can be achieved.
SEO is not a magic bullet, but a long-term investment, which can yield sustainable results.
Embrace the journey, stay informed about the latest SEO trends, put the needs of the vacation rental audience at the front of all efforts, and continuously refine the approach to optimization backed by data to achieve lasting success.
A Googler published an update to let businesses know that the ongoing outage is almost over and that most businesses that have lost review counts should have seen them return to pre-outage levels. Businesses that continue to experience a review outage should see their problem resolved within a matter of days.
“13-Feb-2025 Update Most affected profiles now display accurate ratings and reviews. However, while we have made significant progress, some profiles may still experience a temporary lower count. These profiles should recover to pre-issue levels over the next few days. No reviews were unpublished due to this issue. If your review count does not return to the level it was before this issue in the next few days, please contact support.”
What Went Wrong?
An outage occurred that resulted in local business profiles reviews completely removed or showing less than normal. This caused considerable distress because businesses rely on their good reputations for businesses and it makes it harder for consumers to judge whether to visit a store, restaurant or service.
If you’ve already walked a long mile in your local SEO shoes, chances are you have plenty of lived experiences that allow you to predict some of the responses to large-scale local business review surveys.
It’s affirming to see, for example, that 85% of our respondents place a degree of trust in local business reviews, and 92% now believe that brands responding to reviews have become part of offering good customer service.
Consumers are also seeking review content across a wide variety of platforms, including traditional local business listings like Google Business Profiles, social media sites like Instagram, and other localized online spaces.
You could have made an educated guess about stats like these, but pay attention to the data in this survey that contains genuine surprises.
Statistics that challenge your biases provide critical learning moments that can feed into your local search marketing strategy.
Unexpected data points can also help you earn buy-in from decision-makers for local SEO initiatives you want to explore.
I’d like to share six local business review findings from our survey of 1,200+ North American consumers that taught me something new, plus one stat I accurately predicted and that I want to be sure is accessible to anyone involved in marketing local brands.
1. Young Consumers Are Surprisingly Patient When It Comes To Owner Responses To Reviews
Screenshot from GatherUp, January 2025
I was genuinely surprised to discover that consumers aged 45 to 60 have the highest expectations when it comes to review response time frames, with 46% of them expecting to hear back from businesses within one day.
I wrongly supposed that our youngest demographic would have the least patience because they have grown up in an era of such intense automation.
Brands that primarily serve youthful consumers are constantly told that all processes must be made as frictionless as possible to avoid abandonment and loss.
Still, this survey question reveals that – at least when it comes to owner responses to reviews – 18- to 29-year-olds are the dominant group that will tolerate reviews taking one or more weeks to receive a reply.
The best practice remains to respond to all incoming reviews as quickly as you possibly can.
If your consumer base is young, there could be other elements of your local search marketing and brand-consumer communications that require more urgent action.
2. Word-Of-Mouth Recommendations Are Far More Trusted Than Reviews
Screenshot from GatherUp, January 2025
The survey found that just 31% of consumers trust online local business reviews as much as they do personal recommendations from family and friends.
This stat will come as a genuine shocker to anyone who has concluded from other surveys over the past couple of decades that most people trust reviews as much as they do word-of-mouth (WOM) referrals.
It’s vital to know that 45% of your consumer base is likely to rely more trustingly on whether the people they know in real life think your business is worth trying than they do on the sentiment of online strangers.
This finding emphasizes the critical need for customer service standards that inspire consumers to recommend your brand to their circle.
Formal loyalty programs should be strongly considered in your local search marketing strategy.
3. Review Reading Is On The Rise
Screenshot from GatherUp, January 2025
Due to our tech-driven society’s fascination with the latest new thing, I might have thought this survey would yield signs that the review honeymoon could be over.
After all, local business reviews are now more than 20 years old, and the internet is increasingly full of distractions that could supplant the quiet habit of perusing review content.
As it turns out, I couldn’t be more wrong.
A significant 59% of consumers report spending more time reading local business reviews than they did five years ago.
We can theorize about whether this uptrend might be the result of the COVID-19 pandemic causing more dependence on the web, the outrageous cost of remote shipping prompting consumers to search for local alternatives, or other contributing factors.
Whatever the cause, the narrative you need to take to your next local search marketing strategy session is that the value of reviews is on the rise, meaning reputation management deserves priority resources.
It’s important to note that Google continues to invest in highlighting review content, both on Google Business Profiles and in other formats like the bonus text snippets called local justifications that can appear in local packs and Maps. Google clearly thinks that reviews matter.
4. Are Star Ratings Less Important Than You Think?
Image from GatherUp, January 2025
My gut would tell me that the overall star rating of local businesses on listings like Google Business Profiles would be the ultimate factor determining whether a particular business gets chosen by a consumer for a transaction. The data says otherwise.
Just 23% of respondents stated that they looked at the overall star rating of brands the last time they consulted reviews.
This pales in comparison to the 67% who focused on the most recent reviews, and the 50% who prioritized looking at the lowest-star reviews first.
This is a takeaway I find so surprising that it is challenging to construct any other narrative surrounding it than this: Modern consumers have realized that average ratings include all of the reviews a business has ever received, and that this may not be reflective of current quality.
The public is smart if they are trying to find out how fellow consumers feel about a business today, this week, or this month, instead of how a brand has performed historically.
The learning here is obvious: A successful reputation management program is one that delivers a steady stream of fresh, incoming review content.
If your review river is stagnating, you need to find whatever is damming it and remove those obstacles to ensure that your community can quickly access recent sentiment about your brand.
5. Only A Minority Of Review Readers Are Interested In Responses That Detail Brand Improvements
Screenshot from GatherUp, January 2025
In the past, I’ve recommended local business clients be certain that their owner responses to negative reviews include a detailed explanation of the improvements they’ve made to ensure that other customers don’t experience the same problem the reviewer encountered.
For example, if an unhappy reviewer mentioned that their pizza was delivered cold, I would have typically advised the brand to analyze whether this sentiment about cold food was emergent and uptrending, and then to make an operational fix.
I would have counseled them to respond to all such negative reviews with the information that the business had invested in new insulated carrier bags, or what have you.
Now, seeing that just 34% of review readers highly value this type of explanation, I may alter my best practice advice in a particular use case.
I am frequently asked by large multi-location enterprises about how to prioritize review responses when dealing with hundreds or thousands of incoming reviews.
I have seen some marketers suggest that the business should only respond to negative reviews to make scaling more manageable, but I remain leery of this advice because surveys like this one confirm for me that 73% of consumers appreciate being thanked by the business for their positive feedback.
Instead, if scaling review management is necessitating a shortcut at the moment, you might experiment with limiting the text of your owner responses to negative reviews to a sincere apology and contact information for in-person resolution, rather than taking extra time to describe operational improvements.
6. Instagram Is Definitely In The Local Business Reputation Game
Screenshot from GatherUp, January 2025
I hear a lot of grief from small business owners about Instagram’s algorithm, and though I use the platform fairly frequently, I find its formatting a bit of a mess.
These are biases on my part that led to my surprise that 52% of modern consumers are relying on this social media space for local business recommendations.
Of course, your vertical comes into play here. Business models that relate to pleasure (think restaurants, bakeries, travel) have an advantage in the Instagram community.
If you are marketing a legal firm or a plumbing franchise, this particular social sphere could be a hard one to make headway in.
My overall takeaway from responses to this question is that a growing number of platforms are influencing local purchasing decisions. It’s not enough to manage your reputation on Google, Yelp, or TripAdvisor.
You need a presence and a fandom on whichever platforms are favored by the towns and cities you serve to maximize the referrals your brand receives around the web.
7. The One Stat I Don’t Want You To Miss!
Image from GatherUp, January 2025
92% of consumers now consider owner responses to reviews as part and parcel of providing good customer service.
This is the statistic that did not surprise me, but which I had never seen codified by any other local business review survey.
It confirms for me the advice I’ve been giving small-to-enterprise brands for many years now that creating the best possible online consumer experiences is as crucial to building a strong reputation as what happens within premise walls.
Your customers’ online and offline experiences with your company work in concert to form their opinions and determine whether they will come to you for repeat transactions, recommend you to others, and speak well of you socially.
Given this, timely, professional, accountable owner responses to reviews must be seen as a top-tier activity in your local search marketing strategy.
Few brands are large enough to safely be able to ignore a customer who is trying to communicate with them via a review.
Monopolies and near-monopolies who are getting away with review neglect are also likely leaving profits on the table because, even if a town has only one hardware franchise, fabric store branch, or supermarket, remote fulfillment is now at the fingertips of most consumers, thanks to the internet.
It’s my hope that this statistic will cut through so many of the tantalizing shortcuts to real customer service that are on offer today.
There is no more vital or lucrative focus for local brands of any size than ensuring that they are in a trustworthy, responsive, and reliable relationship with their customer base.
Smart brands will put this at the heart of their marketing strategy.
Summing Up
Surveys matter to the local SEO industry because they both confirm hypotheses and challenge biases, offering the opportunity to base strategy on data instead of guesses.
This useful survey taught me not to undervalue the patience of the youngest consumers and to encourage my clients to earn more WOM recommendations because they are more trusted than online equivalents.
Also, it taught me that online distractions aren’t getting in the way of review reading, fresh review content is more important than ever, shorter responses to negative reviews may be acceptable in some cases, and Instagram needs to be thought of as a dominant player in the local business reputation milieu.
It also confirmed my long-suspected but up-to-now unproven theory that owner responses must be seen as integral to providing good customer service.
If you’re marketing a brand that is not yet bringing its A-game to reputation management, you can share the following tips to help it rapidly improve, based on additional findings of this survey:
Begin collecting email and SMS contact info at the time of service so that you can request reviews. 83% of your customers will be at least somewhat responsive to your requests for their reviews.
Train staff to ask for reviews in person at the time of service. 47% of customers prefer this form of request.
Respond to all incoming reviews in a timely fashion. 73% of consumers appreciate being thanked for positive feedback, and 79% expect your response to their complaints.
Respond to negative reviews with an apology and an offer to make things right. 73% of unhappy customers will be willing to give your business a second chance if your owner response solves their problems.
Avoid engaging in any form of review fraud. Only 14% of people will give your business a try if your local business profiles get stamped with a review spam warning.
My final tip: A good large-scale review survey should inspire you to conduct a smaller one of your own within your unique consumer base.
Polling customers on a regular basis is the best way to spot new trends, behaviors, and opportunities. The better you know the preferences and habits of your community, the better prepared you’ll be to serve.
You can read the full survey results here from GatherUp.
Google confirmed an outage in business profile reviews that has resulted in missing reviews for many local business profiles and is working toward fixing the problem.
Google Business Profile
Google Business Profiles are a way for local businesses to add their business to Google and have it show up in local search and Google Maps. It also allows businesses to manage how their site shows up in search, enabling Google to show accurate information about hours, website, contact information, images and reviews.
The reviews is a feature that allows users to share their experiences with businesses. It’s a useful way for businesses to increase earnings through positive word of mouth.
GBP Reviews Outage
Google Business Profile reviews have gone missing, which is bad news for businesses because of how influential reviews are for building trust.
A Googler acknowledged the outage and committed to updating the community about fixes to the system. She did however ask businesses to read their guidelines about reviews, which could be seen as implying that some businesses with missing reviews may have had reviews removed for a reason.
She wrote:
“GBP Review Count Known Issue Update
Known Issue We’re aware of an issue affecting some Google Business Profiles, causing some profiles to show lower-than-actual review counts due to a display issue. The reviews themselves have not actually been removed. We’re working hard to resolve this and restore accurate review counts as quickly as possible. We appreciate your patience and will share updates on this thread as they become available.
Before reporting missing reviews, please note that there are several reasons why reviews may be removed from maps. Usually, missing reviews are removed for policy violations like spam or inappropriate content.
Read more about our Review policy guidelines here before proceeding. You can also refer to the Help Center Article for more information.”
This is a developing story, this article will be updated with additional information once it becomes available.
As someone who knows a lot of local business owners, I know how important it is to get customers through your doors.
While traditional marketing methods like flyers and newspaper ads still have their place, the digital era has opened up incredible new ways to reach local audiences and drive foot traffic, thanks to PPC advertising.
PPC platforms like Google Ads offer fairly granular geographic targeting options, allowing you to show ads only to people in the area(s) you serve. However, effective local PPC goes beyond setting a radius around your store location.
You can drastically improve your campaigns by leveraging advanced strategies and features to bring more local customers to your business.
Get Granular With Location Targeting
The foundation of any local PPC campaign is location targeting. Most marketers know the basics, like targeting by country, state, city, or ZIP code. But did you know you can get even more granular than that?
Consider targeting popular shopping areas or entertainment districts near you for retail stores and restaurants.
B2B brands can focus on commercial zones or even specific office buildings (if large enough). The key is to consider where your ideal customers spend time and tailor your targeting accordingly.
You can even set different bid adjustments for different locations.
For example, if your base bid is $1.00 and you set a +20% bid adjustment for a high-performing neighborhood, Google will multiply your base bid by 1.2 (the 20% bid adjustment), allowing you to bid up to $1.20 for clicks from that area.
This tells Google you’re willing to pay more for clicks from locations that consistently drive better results.
Alternatively, you can use negative bid adjustments to scale back spend in lower-performing areas.
Hyperlocal Search Ads With Location Extensions
Google Ads location extensions allow your address and even directions to appear alongside your search ads.
When a user searches for a relevant local query, like [plumber near me], your ad can show your address, hours, phone number, and star rating.
Searchers can click your ad to get directions on Google Maps, drastically increasing the odds they visit you in person.
For location extensions to work, you must connect your Google Ads account with your Google Business Profile listing. Make sure your GBP info is complete and up-to-date.
Adding photos can make your listing stand out even more.
Google Local Service Ads: A Game-Changer For Service Businesses
Local Service Ads (LSAs) are available for over 100 service-based businesses in select countries worldwide, including Canada and all U.S. markets.
LSAs have now become crucial for local marketing success. These ads appear at the very top of Google search results – a position that even regular PPC ads can’t guarantee anymore.
Two Types Of LSA Verification:
1. Google Guaranteed
Primarily for home services.
Features a green checkmark with a circle.
Includes up to $2,000 in job guarantees for customers.
Higher requirements for insurance and licensure.
2. Google Screened
For professional services (lawyers, real estate agents, medical professionals).
Builds trust through verification.
No job guarantee.
Available for diverse businesses, including law firms, funeral homes, schools, and veterinary services.
Both types of verification involve a thorough process that businesses must undergo to prove their credibility and establish a trustworthy service for customers.
It begins with background checks that look into the history of the business and its owners. Businesses are also required to have at least $250,000 in general liability insurance for financial protection.
License verification is another crucial step, confirming that the business complies with local regulations and holds the necessary credentials to operate.
Finally, businesses are subject to regular reviews and compliance checks to guarantee they consistently meet industry standards and remain reputable over time.
Where LSAs Appear:
Top of search results (typically in two to three packs, expandable to eight, then 20).
Inside Google Maps (iOS app currently, likely expanding to Android).
Mobile search results.
During peak conversion times.
Within the local business finder map.
Key Performance Factors:
Smart bid and budget management.
The 3 R’s: Radius, Responsiveness, and Reviews.
Quick adoption of new features.
High-quality photo uploads.
Proper job booking management within the platform.
When asked what his number one tip would be, LSA expert Anthony Higman said, “Make sure you set up a profile if you’re in an eligible LSA category because it is becoming a necessity for local-based marketing strategies.”
We spoke together about Direct Business Search and I found it interesting when Higman said this, “Direct Business Search (DBS) is LSA’s branded search ad. So, you will show up for a branded search and that green checkmark will appear next to your ad.”
He went on to say, “This feature is new (so many are not fully utilizing it yet), and it’s completely within policy to double serve on your branded search campaign.
This means you can have a DBS with the green checkmark on top of your regular paid search ad. The caveat is that Google determines Direct Business Search leads by asking the customer to press 1 on their phone.
If they don’t press one before the call disconnects, you can be charged the full price of the lead. So tread carefully.”
Incorporate First-Party Data
Do you have a list of previous customer addresses, emails, or phone numbers?
With Customer Match Lists, you can upload this first-party data to Google Ads and create targeted campaigns for people who have already engaged with your business.
Since these folks are familiar with your brand, they’re more likely to visit you again, especially with the right offer.
This works particularly well for local businesses running seasonal promotions or trying to re-engage past customers who haven’t visited in a while.
Just be sure to follow Google’s policies regarding customer data usage and privacy.
Measuring Offline Conversions
Marketers have long struggled to connect digital ads to physical store visits. However, Google offers pretty good offline conversion tracking.
If you collect customer info at the point of sale, like an email or loyalty card number, you can import that data back into Google Ads.
Google then cross-references it with users who saw or clicked one of your search ads. This allows you to track things like in-store purchases or appointment bookings back to the PPC keywords and ads that drove them.
For larger retailers, Google also offers store visit conversions, which uses anonymized location history data to estimate how many users visited your location after engaging with an ad.
While it may not be perfect, these metrics provide valuable insight into how your local PPC efforts translate to real-world results.
Bringing It All Together
Driving foot traffic with paid ads requires a multifaceted approach.
You can create a local search presence that gets more customers through the door by combining precise location targeting, Google Business Profile optimizations, Local Services Ads, first-party data, and offline conversion tracking.
It’s important to remember to continually test, measure, and optimize based on what’s working.
Like any initiative, local campaigns succeed through a commitment to iterative improvement.
Even the smallest local businesses can become local search superstars with some savvy and elbow grease.
Google has launched a new tool called “Ask For Me” that uses AI to help you make phone calls to local businesses.
“Ask For Me” is designed to streamline the process of calling multiple businesses to compare quotes and schedule appointments.
This feature is being rolled out first for auto repair shops and nail salons, and following this initial experiment, it may expand to other businesses.
“Ask For Me” is available to people in the United States who opt-in via Google’s Seach Labs.
How “Ask For Me” Works
If you’re located in the US, you can opt-in via the landing page.
Here’s what it looks like:
Screenshot from: labs.google.com/search/experiment/26, January 2025.
Clicking the toggle button will activate the “Try it out” button.
Screenshot from: labs.google.com/search/experiment/26, January 2025.
Clicking “Try it out” will send you to a list of example queries to try.
Screenshot from: labs.google.com/search/experiment/26, January 2025.
You can also manually enter queries like “oil change near me” or “nail salons nearby,” and look for the “Ask For Me” option.
Then, you’ll see a “Get Started” button, which prompts you to provide more details about your desired service.
Google’s AI will call local businesses on your behalf and summarize the results. This saves time by combining service quotes and scheduling options in one place.
Pilot Program
The pilot program focuses on auto services and nail salons. You can search for an oil change or a nail appointment, enter your preferences, and let Google handle the calls.
This feature uses the same technology as Google Duplex, which helps with restaurant reservations and updating business listings on Search and Maps.
Opt-Out Option
The “Ask For Me” feature is still in the testing phase, so it may not be available to everyone.
Businesses can choose not to receive automated calls if they prefer. Participating businesses will be informed about automated calls.
AI Data and Privacy Considerations
Like other AI tools, Google monitors and tracks how you use it. This includes your feedback, queries, and other engagement data.
Google says it uses human reviewers to check the quality of its AI-generated results.
All automated calls and data collection are explained to the person who receives the call.
What’s Next?
After opting in through Search Labs, search for “oil change near me” to test it out. You might get placed on a waitlist due to limited capacity, but once approved, you can experience how AI handles calls.
