Summer travel season is around the corner, and Google is introducing a suite of new features designed to make planning, exploration, and on-the-ground navigation more intuitive and personalized. These changes have significant implications for local businesses and the world of local SEO. Let’s delve into what’s new and how you can prepare to thrive.

AI-Powered Trip Planning Takes Center Stage

Perhaps the most groundbreaking update is the integration of generative AI within Google Search. Now, a simple query like “plan me a 3-day history-focused trip to Philadelphia” will yield an itinerary complete with recommended attractions, restaurants, and even flight and hotel options. Google’s AI will pull this information from its vast web index and the details you’ve provided in your Google Business Profile.

Recommendations Get Hyperlocal & Diverse

Google Maps is placing more emphasis on highlighting local flavors and “neighborhood vibes.” Expect to see curated lists of places recommended by well-known publishers (like The Infatuation), Maps community members, and Google’s own algorithms. This means businesses will have more opportunities to be discovered beyond traditional “near me” searches.

Customizable Maps Lists for the Organized Traveler

For those who love planning, Google Maps lists are getting a revamp. Users can now:

  • Reorder places within their lists, allowing for itinerary-style organization.
  • Add notes and annotations to each saved location.
  • Link relevant content from social media, such as their own reviews, providing more context about their saved spots.

Beyond Maps: Style Guides & On-the-Fly Translation

Google didn’t stop with Maps innovations. Travel-related updates include:

  • AI-Powered Style Guides: Get personalized outfit recommendations for your vacation wardrobe when searching for clothing items.
  • Circle to Search: This Android-based feature allows instant on-screen translation of anything, breaking down language barriers in real-time.

Understanding the SEO Impact

These announcements signal a few seismic shifts for businesses striving for local search visibility:

  • Google Business Profiles Become Even More Essential: AI trip planners and expanded recommendations heavily rely on Google Business Profiles. Ensuring yours is accurate, complete, and keyword-rich is crucial for being included in these new discovery channels.
  • Visuals Reign Supreme: High-quality photos and videos are no longer a “nice-to-have.” They’re essential for capturing attention within Maps’ enhanced visual layout and AI-generated itineraries.
  • Community Engagement is Key: Positive reviews, active responses to questions and feedback, and regular Google Business Profile updates signal you’re a thriving part of the local landscape. This matters to both users and Google’s algorithms.
  • AI Isn’t the Enemy, But an Opportunity: While you should always prioritize original content, understanding how Google’s AI processes information can help you structure content and keywords for increased visibility.
  • Mobile Optimization is Non-Negotiable: Features like on-screen translation highlight the need for a seamless mobile experience for websites and landing pages connected to your Google Business Profile.

How to Prepare Your Business: A Checklist

  1. Become a Google Business Profile Expert
    • Claim your listing (if you haven’t already).
    • Fill out every field, choosing accurate categories.
    • Use keywords naturally in descriptions.
    • Respond to reviews (good and bad) professionally.
    • Share updates and offers via Google Posts.
  2. Elevate Your Visual Game
    • Hire a photographer or invest in quality equipment to capture your business attractively (interior, exterior, products/services).
    • Encourage customer photo uploads (run a contest, etc.).
    • Consider explainer videos or virtual tours if applicable.
  3. Foster a Thriving Community
    • Provide exceptional customer experiences that generate genuine reviews.
    • Answer questions in Google’s Q&A for your listing.
    • Host events or promotions and highlight them on your Profile.
  4. Evolve with Google
    • Stay updated on new features, as many are experimental or rolled out gradually.
    • Utilize structured data (schema markup) on your website.
    • Monitor your local SEO performance to identify areas for improvement.

The Takeaway

Google Maps is becoming a comprehensive travel companion. For businesses, visibility within this platform can be a game-changer. By staying proactive with the optimization strategies outlined above, you’ll put your business in the best position to attract local customers eager to explore what you offer. Contact Raven SEO for more information on how we can keep your business prepared for each Google update.

Source: https://blog.google/products/search/google-summer-travel-tips-2024/