In addition to improving various features in Google Search and Google Shopping (you can read more details in Google Announces 5 Major Changes and A Deep Dive into the New Features of Google Shopping), at the recent Search On 22 event Google also announced a range of feature updates for Local Search. These updates are designed to help local businesses of all kinds, whether restaurants or nearby shops, expand their customer base through Local Search. What do these updates involve, and what do marketers need to know? Relevant Audience has gathered everything for you here.
6 Feature Updates on Google Local Search
- Improved Restaurant Search
Google's research found that 40% of people searching for a restaurant already have a favorite dish in mind. Google has therefore made restaurant search even more powerful by improving the algorithm that helps users find restaurants, allowing them to specify a particular dish (Specific Dish). This new dish-search experience helps Google's algorithm surface food options that better match what users want. On top of that, you can also use filters to refine your search even further.
- Letting AI Help Review Restaurants
We believe anyone who has tried to choose a restaurant for a special meal on Google Search has run into the same problem: not knowing which one to pick, because no matter which restaurant you look at, they all seem to have a full five yellow stars. But as we all know, stars or ratings alone can't tell the whole story of a restaurant's quality.
For this reason, Google has developed an algorithm that helps people looking for great restaurants better understand what makes each place unique, by bringing in photos and reviews and highlighting them in the "People Say" section, creating a standout impression and offering additional information about the restaurant.
- Greater Support for Digital Menus
A menu is one of the most important elements for attracting customers' attention and a great way to boost a restaurant's sales. That's why Google has expanded the coverage of digital menus to make them more complete and trustworthy, without restaurant owners having to waste time recreating their menu pages redundantly. Google uses a technology called the Multitask Unified Model to gather menu information from your restaurant's website all the way through to reviews from the general public. It's truly a time-saving tool for restaurant operators.
- Improved Live View in Google Maps
Google Live View is now more than just an ordinary navigation map. Google wants to offer an experience for finding the places users want in the surrounding area, whether it's restaurants, ATMs, cafés, supermarkets, transit stations, and more. Users can tap to view additional details. This Live View feature update will roll out in London, Los Angeles, New York, San Francisco, Paris, and Tokyo in the coming months.
- The Landmark Aerial Views Feature
Another fun feature Google has rolled out lets users travel to important landmarks around the world, with as many as 250 locations, ranging from Tokyo Tower in Japan to the Acropolis in Greece. It marks another important step toward new perspectives for exploring the world through more lifelike technology.
- Explore More Deeply with Immersive View
Entrances and exits, parking, weather, and similar information will all provide a new experience for Google Street View users, helping them anticipate the perspective of various places in a realistic way. This Immersive View will launch in the coming months in Los Angeles, London, New York, San Francisco, and Tokyo on the Android and iOS operating systems.
Final Thoughts
With the various features Google has updated this time, it's clear that these changes deliver new experiences for users when searching for shops or important landmarks, as well as making navigation feel far more natural. That said, the features updated for now will officially begin rolling out in only a few countries. Users in Thailand may have to wait a little longer, but we believe it won't be long before Google gradually rolls these updates out worldwide.
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Relevant Audience is a company that provides Digital Performance Marketing Agency services, with the main goal of delivering digital marketing services that help businesses reach target audiences who are looking for products or services at the right time, place, and device through various online channels. Our services cover Search Marketing, Social Media Ads, Search Ads, and SEO (Search Engine Optimization), all the way to Influencer Marketing, and we are also part of the Google Partners program.
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