Key Insights
- Google has removed the chat function and suspended the "Order with Google" feature, making it crucial to find alternative communication channels and improve your website for direct orders.
- Menu items and opening hours have become important ranking factors, so ensure your Google Business Profile is detailed and accurate to improve visibility in local searches.
- Utilize attributes and scheduled Google Posts to engage customers and maintain a strong online presence, ensuring your business stays competitive in local search rankings.
Amazon has no physical stores, Uber has no cars of its own, and Zomato has no restaurants of its own, yet all these businesses are topping off the revenue charts in their own sectors. How? They are leveraging smart online marketing strategies paired with solid SEO techniques!
It is no news that anything but the top few search results get lost in the world of the internet. If you end up on page two of the Google Search results you are basically not visible.
To reach out to the correct target groups, business leaders must leverage all the possibilities of search engine optimization to rank higher on SERPs. Keeping up to date with local SEO strategies and tools are the only way to stay ahead in this race of millions.
Here, we have listed 7 latest updates in Local SEO that can be the difference between ranking at the top of the search results or gettin lost in the “second page void”.
Local SEO Update #1 - Google Removes Chat Function but Is Testing SMS and Whatsapp Integration
As of July 3st 2024 the chat functionality on the Google Business profiles will no longer be available. While there have been tests spotted of integrating the option for contacting via SMS or Whatsapp, for now you must re-direct your potential customers to either directly calling you or other chat options (e.g. on your website).
For now, a good measure to take would already be setting up your Whatsapp Business account. If the Whatsapp function will be integrated with Google Business profiles, you want to be ready to chat with potential and existing customers!
Local SEO Update #2 - Order with Google Function Suspended
At the end of June, the "Order with Google" function will be suspended. This means that instead of being redirected to third-party delivery services, customers will need to visit the restaurant's website to place their orders. While they can still search for the restaurant on third-party delivery apps or platforms, the option to click a button directly from the Google Business Profile will no longer be available. This change presents a significant advantage for restaurants, as customers will be ordering directly from them, whether for delivery or takeout. Our key takeaway is that now is the perfect time to focus on improving your website, as more hungry customers will be landing directly on your page to order food. It’s essential to ensure that your website is user-friendly and easy to navigate, with the option to order food prominently displayed on the homepage.
Local SEO Update #3 - New Ranking Factor: Menu Items
Once in a while there are new potential ranking factors surfacing and one of them is “Menu Items”. Why potential? Because with Google you can never know 100% sure what determines a website or business to rank. Google remains a mysterious black box after all!
Adding your menu to platforms like Google Business Profile can greatly enhance your restaurant's search visibility. By including detailed menu information, search engines can better understand what you offer, making it easier to connect your restaurant with specific food-related searches. This also improves the customer experience by providing quick access to important details like menu items, pricing, and dietary options, which can increase the chances of customers choosing your restaurant. Furthermore, as voice search grows in popularity, having a comprehensive menu online can help your restaurant appear in these search results, reaching a broader audience.
Local SEO Update #4 - New Ranking Factor: Open Hours
Google has introduced opening hours as a new ranking factor for businesses, particularly in the context of the Google Maps local pack. This means that Google now considers whether a business is currently open when determining its ranking in search results. If your business is open during times when your competitors are closed, you have a significant advantage, as your business is more likely to appear in the local pack, effectively "replacing" those that are closed.
This ranking factor emphasizes the importance of keeping your business hours up to date in your Google Business Profile. By doing so, you increase your chances of being featured more prominently, especially during off-peak hours or when your competitors are not operating.
This change does make sense when you look at it from the perspective of Google aiming to provide users with the most relevant and useful information that meets their immediate needs. If someone is searching for a business near them, it is obvious that Googe would want to show them businesses that are open.
Local SEO Update #5 - Websites Made With Google Business Profiles No Longer Active
Since March 25, 2024 the basic websites made with Google Business are no longer available. Since June 10, 2024 there is also no longer a re-direct to your Google Business profile, ergo it is just a dead link.
A website, however is crucial for your business as it can help tremendously with your online visibility. We recommend you are creating a website using
Local SEO Update #6 - Put Emphasize on Attributes
What makes your products and services unique? Your attributes—such as distinctive facilities, amenities, and location accessibility—are key differentiators that help your business stand out. Google continuously updates these attributes to keep your target audience informed and engaged.
To enhance customer interaction, Google has introduced a message button on business profiles. This feature allows customers to either call or message you directly from your Google Posts, Google Maps, or Google Search, making it easier for them to connect with you.
In addition, Google is expected to roll out a new feature in some regions that allows business owners to "mark as special" certain products. This checkbox option will help you highlight your most important offerings, ensuring they appear at the top of the page in Google Search and Maps, thus assisting customers in making more informed decisions.
Learn more about how Google Business Profile optimizations can increase the organic visits to your profile and lead to more customers!
Local SEO Update #7 - Schedule Google Updates for All Your Locations
Since late 2023, you can schedule updates on Google to engage with both potential and loyal customers. This feature has gained significant importance in 2024, enabling businesses to share recent updates or provide detailed information about their menu, products, or services. Whether it's behind-the-scenes footage of your location, team introductions, or event highlights, you can now share images paired with engaging captions and a Call to Action directing users to a designated webpage of your choice.
Google Posts have become an integral part of a comprehensive local SEO strategy, and this feature should not be overlooked. Ensure that you consistently rotate high-quality images and share valuable updates to keep your audience informed and engaged.
Did you know that the Obenan Suite offers an automatic posting tool that allows you to bulk schedule Google Posts to re-post monthly? This ensures that you always have fresh, high-quality content on your Google Business Profile, helping you attract new customers while maintaining the desired visual aesthetic of your online presence.
Recap
In 2024, staying ahead in local SEO is crucial for businesses to maintain visibility and attract customers. Key updates include the removal of the Google Business Profile chat function, prompting businesses to explore alternative communication options, and the suspension of the "Order with Google" feature, making it essential for restaurants to optimize their own websites for direct orders. New ranking factors like menu items and opening hours emphasize the importance of detailed and up-to-date information in business profiles. Furthermore, Google has introduced attributes and scheduling updates as powerful tools for engaging customers and enhancing search visibility. By understanding and adapting to these changes, businesses can effectively boost their local SEO performance.
Local SEO updates always bring a challenge and require adaption. While some are an opportunity, some can pose an obstical. Use them to your advantage and excel your online visibility. Obenan is helping you with clever local SEO tools that always turn challenges into success for you!
