Google is updating the Search Results Page (SRP) for local searches, creating opportunities for Vertical Search Services (VSS) and direct suppliers. Local searches are searches related to entities involved in dining, services (e.g., beauty salons), or things to do (e.g., attractions). This update introduces Aggregator and Supplier Units.
Search Unit - Aggregator Unit
The Aggregator Unit is a multi-provider feature on the Search Results Page (SRP) that replaces existing units. It allows Vertical Search Services to compete to display results relevant to the user's query. The top-ranked provider's results are displayed by default, and users can select a different provider. Data in this unit is powered by the POI feed.
Point of Interest (POI) Feed
We are introducing a standardized feed format for entities with physical locations. This feed is designed to power the Aggregator Unit by ingesting core entity information for businesses with physical presence (like business name, address, and phone number) alongside relevant metadata, such as category and photos. Data provided using this feed is used exclusively to populate the partner's own unit. It will never be used to enrich Google's own services or competitors' units.