Google has shifted towards giving users information about a business through their search results instead of the company website. The location data is held directly in the Google system, which has led to more engagement from customers for some brands. Google has also released an augmented reality experience for Android users, and they can view a storefront directly from their device. To take advantage of this new shift, it is important for businesses to keep accurate information on their Google profile.

Key Takeaways:

  • Google has been de-prioritizing website location pages in favor of Google Maps and My Business location data.
  • Retailers have to change the way they measure how much foot traffic is driven by web searches.
  • Businesses also need to make sure the information on their Google My Business profile is accurate.

“After a short period, we noticed an additional 20 to 30 percent of engagements with location data directly in the Google ecosystem. Engagements on Google Maps, hours of operation, clicks to call from mobile, and queries that return Google’s Knowledge Panel have increased exponentially during this timeframe. Visits to locations pages haven’t kept pace with this exponential growth.”

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