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.
Google is starting to roll out an AI-based Q&A feature to Google Business Profiles (GBP) on Google Maps for mobile.
This feature will very likely replace Google Q&A, which has silently gone missing on some listings.
The “Ask Maps about this place” AI feature was first announced in late October 2024, along with a number of other Google Maps AI enhancements, but has not been widely available or visible.
At the time, Google also noted that “you’ll also see similar experiences in the coming months on Search – including AI-powered review summaries and the option to ask detailed questions about places.”
Currently, the feature is available on the Google Maps app, buried on the profile in the Overview tab, beneath the basic business NAP details and the review summaries.
How Does It Work?
Ask Maps allows users to input open-ended questions into a query box. While it offers and suggests pre-formed queries tailored to the business, users can also ask specific questions.
Pre-formed queries can differ significantly by business location (for multi-location businesses), with businesses sharing minimal overlap. And sometimes, similarly formulated questions might deliver slightly different answers.
The query field allows for compound questions. Although, the more you ask, the more likely you will be told that there isn’t enough information about this place to answer your question.
Screenshot from Google Search, January 2025
Ask Maps often, but not always, suggests six pre-formed queries – a kind of local version of People Also Ask – to help the searcher more quickly get their potential questions answered.
Some listings have no questions, and a few have two to four of these suggested queries.
These pre-formed queries vary by location, with even locations tied to the same brand sharing minimal overlap.
In looking at four or five different store locations, there were only a few of these questions that were duplicated.
Screenshot from Google Search, January 2025
We were curious about whether the review corpus or previous Q&A answers were used to generate these pre-formed queries.
We downloaded and analyzed reviews and Q&A content using N-grams, word clouds, and ChatGPT. We found virtually no correlation between the existing Google Q&A or review content and the pre-formed queries presented.
Obviously, a searcher can ask any question of the AI.
As mentioned, however, if Google does not have enough data from the listing attributes, reviews, the business website, or trusted third-party sites, the user will be told: “There’s not enough information about this place.”
Not Every Category
Unlike the soon-to-be legacy Q&A feature, Ask Maps excludes some business categories and is only available in U.S.-based locations.
In our review, the feature wasn’t present on profiles for most healthcare providers, counseling, social services, pregnancy care, and drug rehab centers, although we did find it on dentist profiles.
The feature was also not visible on highly distressed and spammy categories like moving companies, locksmiths, and garage door listings. It was available in categories that are less spam-filled, like HVAC, roofers, and electricians.
Profiles of businesses in legally regulated categories like marijuana dispensaries, tobacco, guns, or dating services did have the feature.
The primary category of the listing determines whether the feature appears or not.
YMCA locations in my area each have slightly different categories, and the one with social services as the primary category did not have Ask Maps, while all the others did.
Screenshot from Google Search, January 2025
Where Does The Information Come From?
Google says:
“All of these features are made possible thanks to Gemini’s powerful creation, reasoning and summarization capabilities — grounded in our trusted data about 250 million places around the world and insights from the Maps community.”
In answering Ask Maps questions, Google appears to rely first on content in the business profile, GBP reviews, and the business website before it will access third-party content.
When Google had images from GBP image uploads relevant to the answer, those were included as well.
While the source for these images, in the example we saw, was represented as the business website, the images all came from Google Business Profile.
Screenshot from Google Search, January 2025
Ask Maps will go out to third-party web sources if needed to answer a question, and the site is trusted.
In the following example, we asked about issues that customers had experienced with this dealership, and the response referenced Carfax.com and Facebook.
Oddly, Ask Maps is currently unable to answer product inventory questions even when Google clearly has the inventory uploaded to Merchant Center, and it shows elsewhere on the profile.
Screenshot from Google Search, January 2025
Reviews From The Web
It’s obvious that consumers value reviews, and Ask Maps gives them access to both summary of the worst and best of Google reviews, as well as reviews from around the web.
The query below, asking about Barbara Oliver Jewelry’s “rating around the internet,” surfaced the review summary (using Local schema) directly from her website with additional data from Facebook.
However, despite numerous attempts, it would not surface her Yelp reviews.
Screenshot from Google Search, January 2025
Your Website As Data Source
The following video demonstrates Ask Maps’ ability, in many situations, to answer questions that previously required a visit to a business website.
On the Barbara Oliver jewelry profile, we asked, “What’s involved in custom ring design?” and got back a 118-word answer that referenced multiple sections and pages from the Barbara Oliver website.
Google Q&A Deprecation
Clearly, this feature is a major improvement upon Google Q&A, which rolled out in early 2018. Most Q&A answers are user-generated and often repetitive, contradictory, or inaccurate.
Initially, the feature was highly visible on the Business Profile in search, although it has moved down the page more recently.
A contributor in the Google support forums was recently told that the current Q&A feature is being deprecated.
As communicated in our previous email, the Q&A feature is no longer available to any of our users, regardless of their location. Additionally, there is no support link or method through which you can verify this information independently. Please note that this update aligns with Google’s new guidelines. As per these changes, profiles that are updated in accordance with the latest requirements will not have a Q & A option available.
This has yet to be formally confirmed by Google. But it makes sense given that Ask Maps, once it rolls out more widely and to search, does a significantly better job of answering questions than Q&A could ever hope to. Ask Maps does so by using a limited number of reliable sources.
At the moment, Ask Maps is U.S. only. In its current form, it probably violates EU DMA regulations and highlights the massive self-preferencing occurring with Google Local.
It’s, therefore, unlikely to come to Europe anytime soon. Although, it is likely to show up elsewhere soon.
Local Marketing Strategy Response
Google continues to move down the path of more dynamic AI-generated content on your Google Business Profile.
While this behavior changes dramatically by vertical, there is every reason not just to treat your profile as your new homepage but to up your game in that regard.
In a practical sense, it doesn’t really matter whether your leads come directly from Google or from your website as long as they are coming in. And when you can gain an edge by feeding Google, you should.
Website
As the example above demonstrates, Google answers user questions with substantial and meaningful responses.
My colleague David Mihm has long argued that your website content is perhaps best viewed as a feed for search and now AI engines.
You need to be sure that your site has a properly siloed structure and content.
The content must answer all important customer questions about your business. This includes not just what you do, but how and where and how well you do it.
It should show as well as tell, by providing imagery and video on top of text.
Reviews
Given the ability of tools like Ask Maps to summarize your reviews from both Google and from around the web, it’s more important than ever to both diversify your review content and highlight them on one of Ask Maps’ most trusted sources: your website.
Photographs
We have long championed original, high-quality photography (and video) on both your website and GBP.
It leads to increased engagement (a ranking signal) and increased conversions (the ultimate goal). And your photos need to be regularly updated at both places for maximum benefit.
There is no more economical way to get higher returns than great photographs and video.
Social Profiles
Google first looks at GBP data, then reviews, and then the business website. But if the question cannot be answered there, it will then start pulling in information from your social accounts.
Facebook and LinkedIn were common in our testing, and you should be sure that they are up-to-date and accurately reflect your products, services, and reputation.
Citations
Google has long relied on web references (a.k.a. citations) – non-linked branded mentions – from around the web to understand local entities.
This can be seen very clearly in the screen below, where we asked if the business owner supported local volunteer organizations.
Both a news article and the Facebook page for one of the organizations she works with were referenced.
This type of sourcing is also a great research tool to understand the types and sources of valuable citations for your business.
These types of searches should be done for your direct competitors as well to provide additional ideas on where you might be able to get these references.
Screenshot from Google Search, January 2025
The Future Of Local
The growing “zero-click” behaviors in Google Local inevitably lead to declining traffic for small business websites. These types of changes will continue unless the government steps in to regulate it as a monopoly.
For some sectors, like publishing, which depends on traffic for ad sales, this is a potential death knell – in local. However, traffic losses can often be replaced with more leads from GBP if you play Google’s game.
As frustrating as it is sometimes, we think that the game is still worth playing. The leads generated can be significant. But the types of content and signals Google needs these days to rank you well (branding, reviews, engagement, etc.), you should be doing regardless.
That game is increasingly verticalized on Google – or at least user behaviors are.
For small, mobile, local businesses operating without a fixed storefront, navigating the world of local SEO can feel like charting uncharted territory.
Service area businesses (SABs) – think plumbers, electricians, mobile pet groomers, and the like – face unique challenges in establishing a strong online presence.
However, by understanding the nuances of local SEO for service area businesses and implementing the right strategies, you can effectively target your service areas and reach more customers than ever before.
This comprehensive guide will delve into the intricacies of local SEO for SABs, providing valuable insights, strategies, and best practices to help you effectively target your coverage area and maximize your online visibility to drive more local traffic and business.
Understanding Service Area Businesses
Service area businesses are those which travel to their customers’ locations to provide services.
Unlike traditional brick-and-mortar businesses, SABs don’t rely on foot traffic or a fixed storefront. Instead, their service area boundaries define their primary markets.
Common examples of SABs include:
Plumbers.
Electricians.
HVAC technicians.
Roofer.
Mobile pet groomers.
House cleaning services.
Mobile paramedical services.
Landscapers.
Challenges And Opportunities For SABs In Local SEO
SABs face unique challenges in local SEO due to the absence of a physical address to promote and establish authority for.
All local businesses have the challenge of establishing their localness and E-E-A-T, as found in Google’s Search Quality Raters Guidelines, and without a clearly defined base of operations, this can become a little more difficult.
However, this also presents opportunities to expand the business’ reach beyond a single location.
Challenges
No storefront to attract local foot traffic: SABs can’t rely on traditional local SEO tactics like optimizing a Google Business Profile listing with a physical address pinned to a Google Map, thereby more naturally appearing in searches “near me,” which has become a very common local consumer query. However, read on, as GBP optimizations are still possible and highly recommended.
Competition from businesses with storefronts: SABs often compete with both established businesses with a physical presence and other SABs in a local market.
Clearly defining, targeting, and establishing authority within the desired service area: Accurately defining and targeting the service area is crucial for SABs to reach the right customers. However, this means having to prove to Google your business is effectively able to reach customers across a potentially wide service area, which may cross into the “territory” of multiple other service area businesses.
Opportunities:
Wider reach: SABs can naturally target a broader geographic area compared to businesses with a fixed location.
Flexibility: SABs can adjust their service areas based on customer demand and expanding business goals.
Cost-effectiveness: SABs can typically operate with lower overhead costs compared to businesses with physical storefronts.
To overcome the stated challenges and capitalize on the opportunities, SABs need to implement effective local SEO strategies.
This means ensuring they are incorporating and optimizing content in the areas where customers are searching.
According to a 2023 Brightlocal study, the top five most trusted platforms consumers use to find information about local businesses are Google (66%), Google Maps (45%), business websites (36%), Facebook (32%), and Yelp (32%). We’ll review if and how to address each as a key organic channel.
Here are some key strategies to consider:
1. You Can And Must Still Optimize Your Google Business Profile
For many businesses, a GBP is as, if not more, important than their corporate website.
A Think with Google study from 2019 points out “60% of smartphone users have contacted a business directly using the search results (e.g., “click to call” option)” and this has no doubt only continued to increase.
Screenshot from Google Business Profile, November 2024
While SABs don’t have a physical storefront, they can still leverage GBP to enhance online visibility. Here’s how:
Create A GBP Profile
Even without a storefront, you must create a GBP profile and select the “service-area business” option.
Under this option, you will add but hide your address and then select up to 20 service areas you cover based on city or postal code.
“The boundaries of your overall area should not extend farther than about 2 hours of driving time from where your business is based.”
If your service area does extend beyond two hours of driving time, you would be well advised to consider setting up another GBP with a primary address closer than two hours away.
Choose Only Relevant Categories
Select primary and secondary categories from those provided in GBP that most accurately reflect the services you offer.
Do not select a subcategory if you do not offer the service, but would like to be found by people searching for the service.
This is a common mistake many businesses make, which can backfire by diluting their authority.
Complete Your Entire Profile
Fill out all of the relevant sections of your GBP profile, including your business name, phone number, website, service areas, hours of operation, social links, payment options, accessibility, amenities, languages supported, and photos (i.e., logo, interior, exterior, product, etc).
Keep in mind that you are trying to provide your audience with every possible detail regarding your business and don’t want to exclude anyone by leaving out key information.
You may also find you are able to gain business by indicating you belong to or service a particular demographic.
Encourage And Promptly Respond To Customer Reviews
Positive reviews or even prompt and effective responses to negative reviews can significantly boost your local ranking and build trust with potential customers.
For service-area businesses needing to “prove” their coverage, it is important to gain reviews from customers across the defined service area.
So, if you’ve included 10 specific areas you service within a two-hour driving distance, you should be looking to obtain reviews from satisfied customers in each of those areas.
This will help to establish the “localness” described above.
Pro Tip: Don’t be afraid to ask customers to provide Google reviews that reference the specific service they received and the location where they received it. For example, “We were so pleased ABC Roofing Company was able to repair our roof in [location] on time and on budget!”
Post Content Regularly
GBP provides all businesses the opportunity to easily post content regarding their services, promotions, and links to external content like blog posts, events, etc., which is quite often underutilized.
This feature enables businesses to demonstrate engagement with their customers and authority on the topics they want to be found for.
If you are a local business creating content on a regular basis to share to social channels or via an email newsletter, sharing this content via GBP as well is a must.
2. Build A Solid, Mobile-Friendly Web Presence With Local SEO In Mind
While GBP is a primary landing place for many local searchers, a local business website still serves an important role as an online storefront and information resource.
When it comes to SABs and local SEO, here are a few specific considerations:
Create Location-Specific Pages
If you serve multiple areas, create dedicated pages for each location with unique, relevant content, contact information, and locally oriented keywords.
For example, if you offer specific services in different areas or have specific mobile technicians dedicated to specific service areas, be sure to call this out.
Another good tactic is to embed a Google map of the specific service area into its dedicated location page.
Be careful not to simply duplicate content across your location pages by incorporating something unique into each.
Locally Optimize Your Website Pages And Content
Use relevant local keywords throughout your localized website pages, including in your page titles, headings, meta descriptions, and image alt tags.
Ensure Mobile-Friendliness
This should go without saying, but it’s essential today for all businesses to have a responsive website.
According to Statista, in 2023, 58.67% of all website traffic worldwide came from mobile phones.
Much like reviews, for SABs, this means identifying and obtaining listings in relevant directories in each of the applicable service areas.
Again, the goal is to show Google the business operates in the area, so there should be an online presence in the area.
Pro Tip: When deciding which local directories you should appear in for free, or especially for a fee, conduct a few Google searches on the keywords you want to be found for and see if these directories appear. If they don’t, then they likely won’t add much value to you.
Alternatively, you can simply ask the directory to provide statistics on how much traffic/business you can expect to receive through them based on similar businesses they have worked with in the past.
3. Local Link Building
Building high-quality, relevant local backlinks can significantly improve your website’s authority and local search ranking. Here’s how:
Engage in community involvement:Sponsor local events, participate in community forums, and build relationships with local organizations to earn backlinks. Note: Links from your website (perhaps in a Local Events section) can also provide a signal to Google of your localness.
4. Leverage Service-Area Focused Content Marketing And Social Media
Modern SEO, beyond website structure and relevant backlinking, is very much about creating valuable and informative content to answer all of the questions your target audience has about your services, thereby establishing your business as a trusted resource in the eyes of your customers and search engines.
Here are a few local content marketing recommendations to further help build authority:
Create local, topically relevant content: Publish blog posts, articles, and guides addressing local issues, events, or topics related to the services you offer and of interest to your target audience. Again, as a service area business, try to identify topics specific to the various areas serviced and link from this content to the specific location pages on the website. Some examples of this type of content may include:
Blog posts about local events or community initiatives.
Case studies featuring customers from your different service areas.
Promote your content locally: Creating content is just half the battle. As noted above, content can be shared via your GBP, as well as via social media (provided you’ve established an online following), local online communities (e.g., Nextdoor, Facebook Groups), and email newsletters to reach the widest potential audience. Relevant, local, social SAB content may include:
Before-and-after photos of completed projects in different service areas.
Customer testimonials.
Behind-the-scenes glimpses of the business in action at different locations.
Regularly monitoring and tracking your local SEO performance is essential to understand which content and channels are working or not, to identify areas for improvement, and to measure the overall effectiveness of your strategies.
There are five primary areas a local SAB should focus on when considering performance.
Analyze your GBP insights: Regularly review your GBP’s performance, including views, searches, clicks, messages, and calls, to understand how users find and engage with your profile.
Screenshot from Google Business Profile, November 2024
Use Google Analytics: Track the sources of your website traffic, performance of your landing pages, user behavior, and conversions to understand how users find and interact with your content. Use this information to focus your SEO and content marketing efforts.
Monitor your local rankings: Use rank tracking tools to monitor and optimize your website’s position in the local Map Pack and organic search results for relevant keywords.
Track your social media reach and engagement: All social media networks offer tools to measure the reach and engagement of your presence and individual posts. Pay attention to who your most engaged followers are and be sure to engage with them.
Creating and sharing relevant content to answer all of your customer’s questions.
Monitoring your performance to see what’s working and what isn’t.
With all of this in mind, do not try to over-extend your reach, as it will be difficult to convince Google you are truly “local” if your service areas are beyond the two-hour driving time range.
Google has updated its Business Profile rules for service-area businesses that sell age-restricted products.
Now, businesses selling alcohol, cannabis, weapons, and similar items must have a physical storefront to maintain their Google Business Profile.
We were alerted to this update by Stefan Somborac on X:
Google actually uses the phrase “Businesses associated with…” not “Businesses selling…”, which significantly broadens how this new change can be applied.
“Businesses associated with products or services that require the customer to be a certain minimum age, like alcohol, cannabis, or weapons, aren’t permitted as service-area businesses without a storefront.”
This is a notable change in how Google handles business listings for delivery and mobile services.
The policy outlines two main types of businesses:
Service-area businesses: These companies deliver to customers but do not have a physical business location.
Hybrid businesses: These operations have a physical location and offer delivery or mobile services.
Service Area Limitations
Google maintains its existing restrictions on service areas, including:
A maximum of 20 service areas per business
Service boundaries limited to approximately 2 hours of driving time from the business base
Service areas must be defined by city, postal code, or specific geographic region rather than radius
Impact On Businesses
This update affects certain types of businesses:
Mobile alcohol delivery services
Cannabis delivery services
Weapons dealers without a physical store
Vendors of age-restricted products that only deliver
The new rules require these businesses to have a physical storefront to keep their Google Business Profiles.
This change aims to ensure proper age checks and compliance with sensitive product and service regulations.
What This Means
The policy update addresses concerns about selling age-restricted products through delivery-only businesses.
This change mainly impacts new delivery services for cannabis and alcohol, which have grown in some cities.
Google announced new features for in-store shopping and expanded payment options, marking changes to its retail technology offerings.
Key Updates
Google Lens
Google Lens, which reportedly processes 20 billion searches monthly, will enable users to photograph products in stores to find price comparisons and reviews.
The system uses Google’s product database of over 45 billion listings and its Gemini AI models.
Google announcement states:
“This new update is made possible by major advancements in our AI image recognition technology. It’s powered by the Shopping Graph’s 45 billion+ product listings, in-stock inventory data from a range of retailers and our Gemini models to bring you an entirely new way to shop in-store.”
Internal research cited by the company suggests that 72% of Americans use smartphones while shopping in physical stores.
The feature will initially be launched for beauty products, toys, and electronics at participating retailers in the United States.
Users must opt into location sharing through the Google app on Android or iOS to access the functionality.
In a related development, Google Maps will incorporate product search capabilities, allowing users to locate specific items at nearby stores.
Security Measures
Google also announced plans to test new fraud detection services for merchants.
The system aims to identify fraudulent transactions better while reducing false positives that may block legitimate purchases.
Google explains:
“We’re always working to protect consumers and businesses from fraud, which is forecasted to grow substantially in the coming years. Soon we’ll begin piloting a service to help merchants better identify fraudulent transactions and help prevent fraudsters from using stolen financial information. This will also help unblock good transactions that may be mistaken as fraud.”
Looking Ahead
The announcements come as retailers prepare for increased holiday shopping activity.
According to company statements, the features are expected to roll out gradually over the coming weeks.
The timing coincides with broader industry efforts to integrate AI technology into retail experiences while addressing growing concerns about payment security.
Google has updated Maps to include product-specific search capabilities, just in time for the holiday shopping season.
This feature allows consumers to search for specific items and find nearby stores with available inventory.
Key Features
The update lets you search for products directly within Google Maps and find real-time inventory availability at nearby stores.
Shoppers can find a wide range of items and have immediate access to local pickup options.
In an announcement, Google states:
“Need a last-minute gift? Now, you can search in Google Maps for items like pickleball rackets, board games, ice cream makers and more to find nearby stores that have them in stock so you can pick up what you need, stat. No empty stockings here!”
Implementation Guide For Retailers
Retailers should focus on three key components to succeed with Google Maps’ product search feature.
1. Structured Data Markup
Local inventory visibility depends on using Schema.org markup correctly.
The example below shows what’s for products to be visible on Google Maps:
2. Inventory Management
To ensure this feature works well, accurate inventory tracking is important.
Follow these key steps to keep your data correct:
Regularly sync with Google Merchant Center.
Automate inventory updates.
Update inventory at least once every 24 hours.
3. Store Location Integration
Accurate store location information helps customers find you after discovering your products.
Here are the key elements to focus on:
Ensure your Google Business Profile is correct.
Keep your geocoding information accurate.
Update your operating hours regularly.
Adjust pickup availability settings as needed.
Looking Ahead
For retailers aiming to make the most of this feature, here are the recommended steps to follow:
Verify the setup of your Google Merchant Center.
Implement the necessary structured data.
Test the transmission of your data.
Monitor performance using Google Search Console.
Regularly update your inventory feeds.
This update can help drive more customers to physical stores during the holiday shopping season and beyond.
For more information, Google provides detailed guides in the Merchant Center help section.
Want to get rid of that sinking feeling of looking with envy at the high review volumes and star ratings of your top local competitors?
You already know that both review count and ratings are contributing to these brands’ dominance in Google’s Packs and Maps.
Today, I’ll share some good news that could help the local businesses you market catch up and compete.
A major report just published from GatherUp has studied 23,000 locations, and from this, I have three key actionable highlights for you.
My favorite overall takeaway from this interesting study is that improving your review volume, Net Promoter Score (NPS), and ratings may involve a slight adjustment in how your local business thinks about reputation management.
The data indicates that this powerful user-generated content (UGC) in the form of reviews actually belongs in the customer service/customer experience department of your operations.
Read on to see why.
Review Volume As A Customer Service KPI
In the real world, your local business has to invest maximum resources into providing the best customer service in town if you want your reputation to deliver optimum profits.
Everything you can do to provide convenient, memorable, neighborly customer experiences will impact both the offline word-of-mouth recommendations and online reviews you receive.
GatherUp’s new report takes this work ethic a step further, surfacing a striking correlation between your customers’ convenience and your review acquisition success.
Consider the following data:
1. Customers Appreciate Being Invited To Review Your Local Business
Image from GatherUp, September 2024
Key Takeaway: businesses that actively ask customers for reviews have, on average, 122 reviews per location versus just 53 for locations where review requests are absent.
Across multiple industries, the impact of inviting customers to share their sentiments is powerful.
According to the study, 30% of all customers will act on a well-crafted review request.
Just as you greet every person who visits your premises or phones you, it’s time to extend your customer service policy to welcome all patrons to review you.
In this context, your review volume can be seen as a key performance indicator (KPI) of whether your efforts to engage your community are succeeding or need refinement to yield a better rate of response per request.
2. Customers Respond To Your Care For Their Convenience
Image from GatherUp, September 2024
Key Takeaway: Only 6% of surveyed businesses use the magic combination of both SMS + email to request reviews.
A massive opportunity to increase review volume is being left on the table when your customer service policy overlooks the nicety of requesting reviews via customers’ preferred methodologies.
While email remains an excellent choice for communicating more detailed review requests to a wider audience, 48% of customers now prefer text-based review invitations. Texts have the added bonus of open rates as high as 98%.
On average, an email-only methodology delivers 15 reviews per 100 requests, SMS-only delivers 20 reviews per 100 requests, but a combined approach delivers 26 reviews per 100 requests.
These numbers quickly add up, and detailed findings by industry are available in the report.
Just as many local businesses offer indoor versus outdoor dining or in-store shopping versus delivery, you can improve customer experience, convenience, and responsiveness by diversifying your acquisition platforms.
3. Actively Engaged Customers Can Have A Higher Opinion Of Your Local Brand
Image from GatherUp, September 2024
Key Takeaway: Businesses that invest in reputation management software have, on average, a 50% higher NPS than industry peers.
Your NPS is a calculation of how likely it is that existing customers will recommend your local business to others.
Likewise, four of the six industries surveyed experienced a higher average star rating simply because they took the time to engage customers with a review request.
Your overall average Google star rating is widely believed to be a local search ranking factor, and any gains you can make in this regard should positively impact your visibility in Google’s Local Packs, local finders, and Maps.
Merchants have known since the dawn of commerce how engaging a customer underpins sales. In this scenario, the goal of your outreach is earning sentiment rather than transactions, but the principle remains the same.
If your customer service policy is based on ensuring that customers feel recognized, valued, and respected, you have only to extend this mindset to review requests to pursue referrals and review star growth.
Customer Service As The Nexus Of Local Business Success
I recently did an informal study of how the public rushed to the defense of the Ace Hardware franchise when someone criticized it on X (Twitter) for allegedly having higher prices than larger competitors like Lowe’s or Home Depot.
Nearly 4,000 accounts responded, with the overall sentiment of their comments being that they choose to shop at their local Ace branch because of the exceptionally high quality of its customer service.
Every local brand has options when seeking a competitive difference-maker that will help them become a memorable and trusted resource in the community.
Some common considerations include:
Location – like locales with high foot traffic.
Inventory – like a larger or more unusual selection of products.
Price – like lower prices or bulk-buying options.
Guarantees – like a no-questions-asked returns policy.
Deals – like annual sales or bundling offers.
Loyalty programs – like a referral program or birthday club.
Expertise – like the Ace hardware example of having highly knowledgeable staff.
Gimmicks – like an ad campaign that startles or amuses the public.
Convenience – like offering home delivery or curbside pickup.
Mission – like having a business story that strongly resonates with the public.
Each of these elements can contribute to a brand becoming known in a particular locale, but unless such factors are paired with excellent customer service, the business will struggle to earn local loyalty and optimum profits.
For example, warehouse-style brands can have an enormous inventory, but if there isn’t enough staff to help customers navigate the aisles, they can feel lost instead of assisted.
In another example, a business may be well-staffed with experts, but if they are not friendly, customers may feel belittled instead of supported.
Meanwhile, a publicity stunt like the owner of an auto dealership parachuting from a plane may momentarily grab attention on local TV, but if the customer experience feels gimmicky when a potential buyer comes to look at cars, the chance to build a strong reputation for the brand may be lost.
Monopolies lack the motivation to focus on customer care and often force the public to put up with unpleasant experiences like long hold times, long lines, or low-quality offerings.
Most small to medium local brands don’t have monopoly status. While some of the items on my bulleted list can be features of a great small brand, it’s only when they’re paired with exceptional customer experiences that these companies begin to achieve “household name” status.
Some of the traditional hallmarks of good customer service include:
Friendliness – the staff is welcoming and possesses good communication skills.
Adequate staffing – there are sufficient team members to prevent customers from having to wait to be helped.
Trustworthiness – all business practices and pricing are transparent.
Accountability – all staff are trained to resolve complaints with fairness.
Accessibility – the business is open during stated hours and offers some form of after-hours support.
Authoritativeness – the staff is well-versed in the offerings and policies of the business.
All of the above factors have mattered to the consumer public for centuries, but a bigger spotlight has been focused on them since the emergence of online local business reviews just a couple of decades ago.
Reviewers As The Authors Of Your Local Business Story
The quality of your customer service matters so much because it can strongly influence all of the following:
The average star rating of your Google Business Profile.
The individual star ratings customers leave on your Google Business Profile.
Your ratings on other review platforms like Yelp and TripAdvisor.
The sentiments customers share about your business in reviews across the web.
The offline word-of-mouth (WOM) recommendations you receive.
Your reputation in the local business community and potential B2B and cross-promotional relationships that may result from it.
Not only will each of these points impact your profitability, but your online reviews will also form a major component of both your local SEO and local search marketing strategies.
Review-related factors have historically ranked among the 20 greatest influences on your visibility within Google’s local search results.
The most recent survey placed all of the following factors in the top 20:
High numerical Google ratings.
Quantity of native Google reviews (with text).
Sustained influx of reviews over time.
Recency of reviews.
GatherUp’s study highlights the importance of actively asking for reviews. If you are getting customer service right at your place of business, you will get the most benefit from the ranking factors because the ratings and sentiment you receive will be largely positive.
In addition to conceptualizing ratings and reviews as major aids to your local SEO efforts, it turns out that user-generated content (UGC) is some of your most valuable local search marketing material.
A 2023 survey from Ipsos finds that consumers trust reviews from sites like Yelp more than they trust information published by brands.
In this context, it is the reviews that end up authoring the most influential narrative for your local business. Searchers trust online peers to tell them:
What a great experience feels like at your place of business.
How your business solves problems for customers when things go wrong.
In the local business sector, requesting reviews is both the best and easiest way to turn customers into influential storytellers who are eager to contribute to the success of your business with their voluntary sentiments.
It can help to think of star ratings as a shorthand title for each customer review.
It’s a symbology that immediately signals a volume of information to the viewer, and in Google’s system, much of your UGC may consist only of ratings.
When you can inspire full reviews, however, a much more intriguing and interesting narrative will be at the disposal of every potential customer considering your business.
This dynamic brings us full circle back to the centrality of customer service.
I’ve been reading local business reviews for fun (and as part of my work) since their online debut, and have noticed a consistent phenomenon: Brands that go the extra mile to delight patrons get praised for it in review content.
It might be that part of your customer service policy includes offering random acts of kindness.
Your staff might be empowered to give away little perks like free desserts, really good coupons, or passes to an event.
You might have a pet watering station on your premises, dog treats at your counter, or free collar charms for the holidays.
Details like these regularly get mentioned in reviews, and are great storytelling for your local brand.
Summing Up
GatherUp’s formal report includes a wealth of industry-specific data and practical tips for pleasing potential reviewers.
The overall lesson I’ve learned from absorbing these valuable statistics should come as good tidings to local business owners in competitive markets: Your hard-earned skills at delivering exceptional customer service could be doing more to contribute to your brand’s success.
Demonstrating genuine care for the convenience and opinions of your patrons creates customer experiences that can dramatically impact reputation-oriented KPIs.
A separate large-scale review survey (which I conducted a few years ago at Moz) reached the same conclusion as the survey run by Ipsos: The public trusts what the public says about businesses more than what any business can say about itself.
Online local business reviews have become an incredibly influential sales force, and their value is an added reason to treat every customer with graciousness.
The concern you demonstrate for patrons’ preferences while asking for feedback can result in you achieving a competitive review volume, average star rating, and NPS.
It may require an expansion of your definition of customer service and some strategic planning to improve your review request processes, but your reputation is certainly worth the investment!
Yelp has filed an antitrust lawsuit against Google in federal court in San Francisco.
The suit alleges that Google has illegally leveraged its monopoly in general search to dominate the local search and local search advertising markets, harming competition and consumer choice.
Key Allegations
Yelp’s complaint accuses Google of engaging in anticompetitive conduct, including:
Self-preferencing its own “inferior” local search product over competitors
Driving traffic and revenue away from rivals like Yelp
Making it harder for competitors to achieve scale
Increasing costs for rivals
Limiting consumer choice to grow its market power
The company claims Google’s local listings are “on average, shorter, more prone to error, less subject to quality control, and less likely to be useful to consumers” compared to Yelp and other specialized providers.
The lawsuit seeks injunctive relief, monetary damages, and a declaratory judgment that Google’s conduct violates antitrust laws.
Background & Context
This legal action escalates Yelp’s fight against Google’s practices in local search, which extends over a decade.
It follows a recent ruling by Judge Amit Mehta, which found that Google illegally maintained its monopoly in general search. Yelp believes the decision provides a foundation for its case.
Key points from Judge Mehta’s ruling include:
Google was found to be a monopolist that abused its dominant position.
The company’s paid default agreements with device makers and browsers foreclosed about 50% of the search market from rivals.
Google’s conduct had anticompetitive effects, including reducing incentives for competitors to innovate.
Aaron Schur, Yelp’s General Counsel, says in a statement provided to Search Engine Journal:
“Judge Amit Mehta’s recent ruling in the government’s antitrust case against Google, finding Google illegally maintained its monopoly in general search, is a watershed moment in antitrust law, and provides a strong foundation for Yelp’s case against Google.”
Potential Remedies
While specific remedies will be shaped by the discovery process, Yelp has pointed to the “Focus on the User” plan as one potential solution.
This proposal suggests modifying Google’s search algorithm to surface the best content from across the internet, rather than favoring Google’s own properties.
Looking Ahead
This lawsuit represents the latest chapter in the debate over Google’s search market dominance.
Google hasn’t responded to the lawsuit. The company has previously defended its practices as beneficial to users and argued that it faces genuine competition in local search.
