Google’s Testing Follow Links For Local Businesses & Nobody’s Talking About It
Google is testing out a new feature and no one’s talking about it!
A new local follow link has been spotted at top of local 3-pack searches for branded local searches on mobile devices. Clicking on the follow link results in a popup letting people know that this has been added to their newsfeed. Once you do it, the pop up notification doesn’t return. This leads to many questions. What newsfeed? What platform? Is this Google updating their news feed selection choices which have been fairly limited in the past?
Follow Link Examples
Below are a few examples of the Follow links, from multiple local businesses across different industries.
Here’s another example. However, results are different for different users and only some users here in Edmonton are seeing the +Follow button. The result below was taken 1 minute later on another co-workers phone.
Our hypothesis is, Google is trying to update their newsfeed with businesses who have a Google+ account. It is believed that Google is trying to breathe new life into its newsfeed and revive itself as a social platform competitor.
We tested by following Le Chateau, Lush Cosmetics, and Civeo. Our newsfeed refreshed shortly after following Lush Cosmetics to show a story about that company.
Top Draw will continue to monitor this change in order to determine how to better influence this as an opportunity as an option for local businesses. More to come as we continue to test…
How Google’s Local Follow Feature Works
Google’s new local follow feature appears as a button next to business listings in the local 3-pack. Users can click this button to receive updates from the business in their Google feed. This feature enhances local search engine optimization efforts by increasing user engagement with business profiles.
Impact on User Experience and Business Visibility
The local follow feature significantly improves user experience on mobile devices. It allows users to stay connected with their favorite local businesses easily. For businesses, this feature boosts online visibility and customer engagement by providing a direct channel to share updates with followers.
Potential Benefits for Local Businesses
Local businesses can leverage this feature to increase their online presence. By encouraging customers to follow them, businesses can improve their digital marketing reach and maintain ongoing communication with their audience. This feature could potentially influence local search rankings in the future.
Integration with Google My Business
The local follow feature likely integrates with Google My Business profiles. Businesses should ensure their GMB listings are up-to-date and active. Regular posts and updates on GMB could enhance social media engagement through this new follow feature, providing more value to followers.
Implications for Local SEO Strategies
This new feature may impact local SEO strategies significantly. Businesses might need to adapt their approaches to optimize for this feature. Encouraging customers to follow the business on Google could become a crucial aspect of local SEO campaigns, potentially influencing local search rankings.
User Data and Personalization
The local follow feature allows Google to collect more user data. This data could be used to personalize search results and ads. Businesses should consider how this impacts user privacy and data protection regulations like GDPR when leveraging this feature.
Future Developments and Predictions
As Google continues to test and refine this feature, we may see further developments. The feature could expand to desktop searches or integrate with other Google services. Businesses should stay informed about digital marketing trends to take full advantage of this new opportunity.
Preparing Your Business for the Local Follow Feature
To prepare for wider rollout of this feature, businesses should focus on creating engaging content for their Google My Business profiles. Regularly updating business information, posting photos, and responding to reviews can help improve local search performance and attract more followers when the feature becomes widely available.