Google is testing a new local search box called Nearby Events and Deals.
The new SERP feature, which is only visible for local searches on mobile devices, displays Google Business Profile (GBP) posts promoting deals and events from nearby businesses.
Why we care This feature gives local businesses the opportunity to increase conversions. To get the most out of it, you should regularly publish and optimize content on your Google My Business (GMB) profile to increase the likelihood that your brand’s events and offers will rank higher.
How it works. The upcoming events and offers feature was spotted for the first time Saad Alikhan who shared a preview of X:
The feature displays four tiles, with the company name, a promotional photo, and a review rating.
If you select one of the tabs, Google will take you to a full-screen view of the offer with more detail. Here you will find the name of the company, where it is located on a map, an image of the promotion and some text. However, the feature has not yet been detected in Google Maps.
competitive In particular, the four-pack doesn’t appear to have a “show more” option, meaning that visibility through this feature is very limited.
placement Observers noted that the new upcoming events and offers feature is typically found further down the SERP, under the local bundle, organic results, “People are also asking” and “People are also searching” sections.
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deep dive Read our guidelines on How to track your Google Business Profile for more information on how to optimize your account.
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