By Abigail Leow
Google just dropped a new feature in its search results that has local businesses buzzing—“Nearby Events and Deals.” If you’re managing a food business or restaurant, this could be your ticket to more visibility, more clicks, and ultimately, more customers. Let’s dive into what this feature is all about and how you can leverage it to supercharge your Google Business Profile (GBP).
What Exactly is the ‘Nearby Events and Deals’ Feature?
Spotted by Saad Alikhan and Khushal Bherwani on Twitter, this new Google feature showcases “offers” and “events” from Google Business Profile Posts of local businesses. But here’s the catch: it’s only visible on mobile devices and doesn’t appear on Google Maps—at least not yet.
So, how does it look? The feature shows a four-pack of local businesses, each displaying an image from the business’s GBP Post, the title of the post, the business’s name, and its Google review score. Clicking on any of these tiles takes you to a full-screen view of the GBP offer post, alongside another tile that links directly to the business’s GBP.
The Real Estate on the SERP
This feature isn’t stealing the spotlight right at the top of the SERP. Instead, it’s usually found further down, below the local pack, organic results, and sections like “People also ask.” But its position isn’t consistent—it varies from one search to another.
What Businesses Are Showing Up?
Our team did some digging to figure out what kind of searches trigger this new feature. Spoiler alert: it seems to love food and restaurant-related queries. Whether we searched in big cities like Chicago and New York or tested smaller locations like Durham, NC, and Pomona, CA, the results were consistent—food businesses dominated.
However, this feature isn’t perfect yet. For example, a search for “boba Ontario” brought up posts from coffee shops, a bakery, and a brewery. Not exactly what a boba lover is looking for, right? But this is likely an early-stage glitch, and we can expect Google to fine-tune this over time.
Why Should You Care?
If you’re managing a GBP for a food business or restaurant, this is a game-changer. Here’s why:
Visibility: If your business is featured in this four-pack, you’re getting prime visibility—right there in the middle of a user’s search experience.
Conversion Boost: We already know that GBP Posts are a great way to engage potential customers. Now, with this feature, the stakes are higher. You need to be posting regularly and optimizing those posts to increase your chances of showing up here.
Reputation Matters: The feature prominently displays your review score, so it’s crucial to keep those reviews coming in and to stay on top of responding to them. This isn’t just about looking good; it’s about being visible.
How to Make the Most of This Feature
To maximize your chances of appearing in the “Nearby Events and Deals” feature, consider these tips:
Consistency is Key: Use tools like GBP Post Scheduler to maintain a regular posting schedule. BrightLocal’s tool makes it easy to schedule posts across multiple locations, ensuring you’re always in the running to be featured.
High-Quality Images: Since images are front and center, make sure they’re top-notch. Keep the text within the center of the image to avoid it being cropped out.
Leverage Reviews: Use tools like BrightLocal’s Reputation Manager to manage and respond to reviews. The more positive reviews you have, the better your chances of standing out.
Looking Ahead
This new feature is likely just the beginning. As more businesses start leveraging GBP Posts, we can expect Google to refine and improve the accuracy of these results. Now’s the time to get ahead of the curve. Start optimizing your GBP Posts—especially for events and deals—to make sure you’re not missing out on this new visibility goldmine.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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