Google’s Testing Follow Links For Local Businesses & Nobody’s Talking About It
Google is testing out a new local follow feature and no one’s talking about it!
A new local follow link has been spotted at the top of local 3-pack searches for branded local searches on mobile devices. Clicking on the follow link results in a popup notification informing users that the business has been added to their newsfeed. Once you follow a business, the popup notification doesn’t appear again. This implementation raises several questions. What specific newsfeed is Google referring to? On which Google platform will these updates appear? Is Google updating their news feed selection choices, which have historically been fairly limited in functionality and scope?
Follow Link Examples
Below are several examples of the Follow links, documented from multiple local businesses across different industry sectors.
Here’s another example of the follow feature. However, the display results vary for different users, and only some users in Edmonton are currently seeing the +Follow button. The search result below was captured 1 minute later on another co-worker’s mobile device.
Our hypothesis is that Google is attempting to update their newsfeed with content from businesses who maintain a Google+ account. We believe Google is working to revitalize its newsfeed functionality and potentially reposition itself as a competitor in the social platform space.
We conducted testing by following three businesses: Le Chateau, Lush Cosmetics, and Civeo. Our Google newsfeed refreshed shortly after following Lush Cosmetics, displaying a story specifically about that company.
Top Draw will continue to monitor this Google search feature implementation to determine how businesses can effectively leverage this opportunity as a marketing option for local business visibility. More updates will follow as we continue our testing and research…
How Google’s Local Follow Feature Works
Google’s new local follow feature appears as a prominent button next to business listings in the local 3-pack search results. Users can click this interactive button to receive regular updates from the business directly in their personalized Google feed. This feature enhances local search engine optimization efforts by significantly increasing user engagement with business profiles and improving discoverability.
Impact on User Experience and Business Visibility
The local follow feature significantly improves the user experience specifically on mobile devices. It creates a streamlined process for users to stay connected with their preferred local businesses without additional applications. For business owners, this Google feature boosts online visibility and customer engagement by providing a direct communication channel to share timely updates with opted-in followers.
Potential Benefits for Local Businesses
Local businesses can strategically leverage this follow feature to increase their digital online presence. By actively encouraging customers to follow their Google business listing, companies can improve their digital marketing reach and maintain ongoing communication with their target audience. This engagement metric could potentially influence local search rankings in Google’s algorithm in the future.
Integration with Google My Business
The local follow feature likely integrates directly with Google My Business profiles. Business owners should ensure their GMB listings contain up-to-date information and remain consistently active. Publishing regular posts and timely updates on the Google My Business platform could enhance social media engagement through this new follow feature, providing increased value to followers through relevant content.
Implications for Local SEO Strategies
This new Google follow feature may significantly impact established local SEO strategies. Marketing professionals might need to adapt their optimization approaches specifically for this feature. Actively encouraging customers to follow the business on Google could become a crucial aspect of comprehensive local SEO campaigns, potentially influencing local search rankings through increased engagement signals.
User Data and Personalization
The local follow feature enables Google to collect additional user preference data. This behavioral data could be utilized to further personalize search results and targeted advertisements. Businesses should carefully consider how this impacts user privacy and data protection regulations like GDPR when developing strategies to leverage this follow feature.
Future Developments and Predictions
As Google continues to test and refine this follow feature, industry observers may witness further functionality developments. The feature could potentially expand beyond mobile to desktop searches or integrate with other Google service offerings. Forward-thinking businesses should stay informed about emerging digital marketing trends to maximize the benefits of this new Google engagement opportunity.
Preparing Your Business for the Local Follow Feature
To prepare effectively for the wider rollout of this Google follow feature, businesses should focus on creating compelling, engaging content for their Google My Business profiles. Consistently updating business information, posting high-quality photos, and promptly responding to customer reviews can help improve local search performance and attract more followers when the feature becomes widely available across all markets.