2020 has nearly come to an end (cue sighs of relief!) While this year presented many challenges, especially for local businesses, it also created opportunities for triumph. Google My Business (GMB) introduced more new features than ever before, and we witnessed many organizations striving to provide extra resources and relief to those in need.
As we bid farewell to what’s been a tumultuous year, let’s take a moment to reflect on the significant shifts in local search that shaped our digital landscape. Spoiler alert: It wasn’t all doom and gloom! With a mix of excitement, innovation, and just a pinch of chaos, the local search scene kept us on our toes.
January: The Year Kicked Off with a Bang
The year started strong, albeit a little stressful (when isn’t that the case for local SEOs?). Apple Maps introduced new features to better compete with Google Maps, rolling out “Collections,” real-time transit information, and indoor maps. But the real game-changer? A major shakeup in featured snippets. Google’s announcement that sites ranking in a featured snippet position wouldn’t be able to rank with the same URL on the same page of search results sent ripples through the local SEO community.
As Ben Poulton noted, “I think people are nervous this will have a detrimental impact on CTR and thus their SEO efforts.” And he wasn’t wrong! The panic about the impact of featured snippets on organic traffic had many asking, “Are they worth it?”
February: A Quiet Month with Big Implications
With Mardi Gras, Valentine’s Day, and even National Ukulele Day (yes, it’s a thing!), February saw a notable lack of local SEO news. However, a significant change emerged in European search results: the “find results carousel,” featuring third-party directories like Yelp and TripAdvisor. This update was speculated to be a response to hefty EU antitrust fines. “It would be nice if they released this everywhere,” one BrightLocal reader pointed out, highlighting the tension between directory visibility and organic search results.
March: Enter the Pandemic
March rolled in like a freight train, bringing with it the first effects of the Covid-19 pandemic. Google announced a temporary suspension of key GMB features, including reviews, Q&A, and new listings. This was a massive blow to local businesses relying on customer engagement to stay afloat.
In the words of Google, “During the unprecedented COVID-19 situation, we are taking steps to protect the health of our team members.” While it seemed like a setback, the introduction of a “temporarily closed” feature was a silver lining. It allowed businesses to communicate their status to customers, a small but crucial step in maintaining connections during uncertain times.
April: Resilience Shines Through
April was undeniably a tough month as the impact of closures continued to weigh heavily on local businesses. Despite the bleak landscape, local marketers exhibited incredible resilience. One insightful respondent noted, “In down markets, the most successful companies do not stop marketing; they push it.” This mindset encapsulated the tenacity of businesses determined to adapt and survive.
May: A Glimmer of Hope
By May, Google reviews began to return—hooray! Alongside this, GMB introduced three new attributes to help local businesses communicate how they were adapting to the changing environment. Businesses could specify services like curbside pickup and no-contact delivery. While it wasn’t the flashiest update, it played a vital role in keeping consumers informed and businesses operational.
June: A Boost for Local Recovery
June marked a turning point as Google unveiled several new features designed to help local businesses bounce back from the pandemic's impact. Among these were free promoted pins in Google Maps and the ‘Grow My Store’ report. These initiatives were a clear signal from Google: “Shop local” was not just a mantra; it was a movement.
July: Controversy in the Air
As summer rolled in, local SEO expert Andrew Cock-Starkey's prediction about paid GMB features came to fruition. On July 22, GMB introduced an option for businesses to pay $50 per month to add the Google Guaranteed badge to their listing. The community had mixed reactions; while some viewed it as a potential solution to combat spam, others feared it would allow businesses to “buy” their way to the top.
As Carrie Hill succinctly put it, “Can’t get a legit listing? Buy your way in??”
August: The Direct Edit Revolution
August brought a breath of fresh air with the rollout of GMB’s direct edit feature. Business owners could now update their profiles directly from search results without logging into the GMB site. This was a game changer for efficiency and responsiveness, allowing businesses to stay agile in a rapidly changing environment.
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.
Comments