Google tests Nearby Events and Deals feature for local businesses - Search Engine Land

Google is trialing 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 offers a chance for local businesses to boost conversions. To make the most of it, you should regularly post and optimize content on your Google My Business (GMB) profile to increase the likelihood of your brand’s events and deals ranking higher.

How it works. The Nearby Events and Deals feature was first spotted by Saad Alikhan who shared a preview on X:

The feature displays four tiles, complete with the company name, a promotional photo and a review rating.

If you select one of the tiles, Google will take you to a full-screen view of the offer in more detail. Here, you’ll find the name of the business, where it is situated on a map, an image of the promotion and some text. However, the feature has not yet been spotted on Google maps.

Competitive. Notably, the four pack does not appear to have a “show more” option, meaning that visibility via this feature is very limited.

Placement. Observers noted that the new Nearby Events and Deals feature is typically located further down the SERP, under the local pack, organic results, “People also ask” and “People also search for” sections.

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Deep dive. Read our How to follow Google Business Profile guidelines deep dive for more information on optimizing your account.

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About the author

Nicola Agius is Paid Media Editor of Search Engine Land after joining in 2023. She covers paid search, paid social, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company's editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book Mastering In-House SEO.

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