Local Search increasingly shows Google GBP results & extensively highlight Google self preferencing

In a recent AI-driven experiment the local results included numerous horizontally scrolling pack of restaurant types and related local categories, with images and reviews. Most all results in this test took users to further Google searches rather than external sites
In Europe, current local search results showed significantly more Google self-referencing content, raising questions about regulatory compliance. The variations in local search displays across different European countries, suggests that Google's approach might be influenced by regional regulatory strategies.
Despite the heavy Google-centric content, local businesses still benefited from visibility. However, the trend of zero-click searches, where users find all needed information without leaving Google, highlights the increasing prominence of Google's own services in local search outcomes.
The Near Memo is a weekly conversation about Search, Social, and Commerce: What happened, why it matters, and the implications for local businesses and national brands.
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