For businesses that operate in the physical world, Google My Business (GMB) has become the center of the digital universe. Google is increasingly relying on content in GMB for ranking and less on third-party citations and off-page signals than in the past.
A lot happened with GMB this year, far too much to summarize in one post. In addition to four major Google algorithm updates, there was at least one significant local algorithm update tied to neural matching, although BERT will affect local results as well.
Below is a summary of most (though not all) of the GMB updates and changes that happened this year, together with a few that don’t strictly belong to GMB. I’ve also tried to add some perspective at the end with an assist from local SEOs and experts Carrie Hill, Adam Dorfman, Mike Blumenthal, and David Mihm.
January: Messaging, SAB flow, virtual office rules
Google started emphasizing messaging in the GMB profile, compelling business owners and agencies to message exclusively through the Google My Business app, following its abandonment of SMS-based messaging. The company introduced a new sign-up flow for service-area businesses (SAB). It starts with a question about whether the business has a store or office. If the answer is no, it sends the user down a SAB-specific path. Google also provided guidance surrounding who is eligible to create a GMB page for a virtual office. Specifically, there must be on-site staffing.
February: Map reviews, AR directions, join waitlist
Google announced that hotel operators can now enter their check-in and check-out times directly in Google My Business. The company also started testing augmented reality walking directions in Maps, rolling them out widely in August (called LiveView). However, they’re still not that helpful ten months later. In February, Google also started allowing business owners (with verified GMB listings) to reply to reviews in Google Maps on the desktop, rather than requiring them to use the GMB dashboard or mobile app to reply. Google added a “join waitlist” feature for restaurants, provided by DineTime. Users input party size and receive texts updating them on the status of their wait. Finally, Google also introduced a new local spam reporting form for GMB and Google Maps.
March: Duplex rollout, Core update, and SAB addresses disappear
Google rolled out Duplex restaurant reservations over the phone for Pixel phones in 43 U.S. states, later expanding the capability to more Android phones and iPhones. It’s also expanding Duplex to other verticals over time. Google removed business addresses from the GMB Profile for service-area businesses. It began testing auto-generated Posts featuring reviews. Google’s March Core Update, though not about local, impacted some local marketers and their customers.
April: Assistant local results, GMB paid services survey
Business listings appearing in Google Assistant or Google Home search results are drawn from Google Guaranteed listings or listings certified by partners Porch or HomeAdvisor. But they’re not ads. Google Posts started enabling businesses to promote reviews and testimonials, presented as “suggested Posts.” Google also surveyed small business owners about their appetite to pay monthly subscription fees for several potential GMB enhanced features and services. This drew a varied reaction from the local SEO community.
May: Popular dishes, food ordering, and CallJoy
Google introduced CallJoy automated customer service and call intelligence capabilities to the SMB market for $39 per month, upgrading the service and its capabilities in November. The company brought end-to-end food ordering to Google Assistant, search, and Maps through partners like DoorDash, Postmates, and Delivery.com. In a related development, Google started exposing a carousel of “popular dishes” on local restaurant pages, generated by machine learning.
June: Mapspam and Shortnames
The Wall Street Journal published an article on fake listings in Google results and Maps. Google countered with a post on how it fights local spam, though many in the SEO community dismissed those efforts as insufficient. Google added new GMB features and tools designed to encourage more local businesses to claim profiles, including new branding and promotional capabilities. One of those key tools (@shortname) saw its rollout marred by disappeared listings and reviews.
July: Get a quote and place topics
A “get a quote” button started appearing in local Knowledge Panels for some businesses that opted in to GMB messaging. It showed up on mobile and PC. Google tested “place topics,” which are tags, themes, or keywords extracted through machine learning from user reviews. They only appear when there are enough user reviews, under the reviews tab on the GMB profile.
August: Carousel pack, bulk reviews, Google Screened
Google tested a horizontal carousel to replace the local pack in mobile results. The top result, not part of the carousel, was an ad. GMB added support for hotels to update services and amenities details in Search and Maps. Google introduced bulk review management, allowing businesses to view reviews for multiple listings at once and reply to reviews for multiple locations. Google announced the test of “Google Screened,” a program similar to Google Guaranteed, directed at professional services and currently limited to a few verticals in a few markets: lawyers (estate planning, immigration), financial planners, and realtors in San Diego and Houston. Finally, Google tested competitor ads in local business profiles as part of Local Campaigns.
September: Post highlights, food ordering opt-out
Google Post highlights started showing up in the Local Pack and Local Finder. However, Posts have no ranking impact. Google allows local restaurants to opt out of third-party food ordering and delivery, which had proven to be highly unpopular with many restaurants. September also saw another Core Algorithm Update, which impacted local marketers.
October: Search by photos, Incognito Mode for Maps
Google showed users a new option to “search by photos” in mobile results. They appear as a module in the SERP that opens to a larger page of images with star ratings. Google implemented several promised privacy controls for users, including Incognito Mode for Google Maps, voice control to delete Google Assistant search activity, and auto-delete for YouTube history.
November: Local algo update, follow local guides, no more phone support
Google introduced a local guides follow feature that allows Google Maps users in multiple cities to follow local guides and see their local recommendations of places and things to do. Google discontinued toll-free phone support for GMB. Instead, users are required to fill out a form and request a call back, which slows response times.
December: Review carousels, auto-Posts, choose area
Google started showing carousels with local reviews (and Q&A content) on local business profiles, when relevant to the search query and there are enough “high quality reviews.” It also started automatically creating Posts from GMB photos. These auto-Posts cannot be deleted by the business owner. Google showed a “request quotes” button in local results, available to businesses participating in the Local Services Ads (LSAs) program and those that have passed “Google Guaranteed” background checks, similar to the feature tested in July. It also tested a “choose area” feature that allows mobile users to further refine the search area below the city level. Conversely, it now allows businesses to designate a large metropolitan area (MSA) as a service area, rather than providing a long list of smaller areas the business serves.
The local SERP is evolving
Most of these changes impact local marketers, but some are clearly more significant than others. Google is extensively using machine learning to improve relevance and auto-generate content (Posts, reviews in carousels) for various uses by query and context. It’s also making local-mobile search results much more visual.
David Mihm pointed to “image-focused packs and carousels” as a new and significant change. Mike Blumenthal agreed, noting key changes like “repurposing reviews to answer Q&A, provide more granular review understanding and answer product queries via the carousel.” Carrie Hill also emphasized the query carousel, commenting on “Surfacing review, Q&A Posts and product feed content above address and phone [information] as a big change.”
Finally, Adam Dorfman added, “The survey regarding packaging of potential products and services businesses could pay Google for was one of the larger signals of where they are likely to head.” I agree.
