Google has recently introduced a new blue map pin icon in some search result snippets, accompanied by the name of a nearby city and the distance to the user’s location. This feature is part of an ongoing effort to enhance local search results, providing users with relevant, location-based information more efficiently. This presents a significant opportunity for local businesses to increase visibility and foot traffic by appearing more prominently in search results.

What is the Blue Map Pin Feature?

The blue map pin is a visual indicator that Google displays alongside search snippets when a business or website is geographically close to the searcher. It shows the city name and the distance between the searcher and the business, while also providing information on whether the business is currently open or closed. This simple addition gives users instant access to location-based details without having to click through multiple pages.

Where is Google Testing the Blue Pin Feature on Search Results Pages (SERPs)?

Google’s blue map pin feature is still in its testing phase and has been spotted in several key markets across different regions. The feature appears in localised search results, providing information about nearby businesses, their proximity, and status. Below are some of the markets where Google has begun experimenting with this feature:

1. The Dutch Market:

In the Netherlands, Michel, our CEO, observed the blue map pin feature after a tip in the SEOBrein community, where it was noticed on a HEMA result on the SERP.

2. Spain:

This feature has also been reported in Spain, where users have started seeing the blue map pin in their local search results. A notable example was shared by Rafa on X (formerly Twitter), highlighting its presence in Spanish searches.

3. United States:

The blue map pin feature has been spotted extensively in the US market as well. Punit, a professional in the SEO industry, shared an example of the feature in action on the c.im platform. In addition, Barry Schwartz, a well-known SEO expert, has mentioned this feature for US search results on X and covered it in detail on his platform, Search Engine Roundtable.

4. United Kingdom:

Part of our Team at GMBapi.com also noticed the blue pin briefly on some UK SERPs before it disappeared. This is yet another indication of how Google likes to slowly push out new features, test them per location and later on have them fully rolled out.

As Google continues to refine and test the blue map pin feature in these markets, it’s expected to expand to more regions in the coming months. Businesses in these areas should start preparing by optimising their Google Business Profiles and ensuring their information is accurate and up to date.

How Does Google Source Data for the Blue Map Pin Feature?

As our CEO stated “The information is very likely coming from Google Business Profiles. We are investigating how you can enable this.”

Google’s new feature displays whether a store is open or closed, along with your distance from it. Google is likely leveraging data from your Google Business Profile (GBP) to power this functionality. This isn’t the first time Google has utilised GBP data to enhance its features, as seen previously with the AI-powered local search.

How Can you Enable the Blue Pin for your Products?

Google seems to be testing this feature at the moment, and it is not available for you to turn on or off. The recommendation is to keep your product directories and Google Business Profile feeds up to date.

We are actively investigating this new feature and we will update the article with new information as soon as we have it.

Why Does This Matter for Local Businesses?

The blue map pin could be a game changer for businesses that rely on local customers. It puts nearby businesses front and centre, making it easier for users to find local services that meet their needs. This feature is particularly important for businesses in competitive markets where proximity to the customer can significantly affect conversion rates.

Key Benefits for Local Businesses

Enhanced Visibility in Local Search:
The blue map pin icon gives businesses an edge by making them more noticeable in search results. When a business is geographically close to the searcher, the pin increases the likelihood of being clicked, as users tend to prioritise convenience when selecting services.
Improved User Experience:
Users no longer need to visit multiple websites to get basic information about a business’s location or opening hours. By displaying this directly in the search snippet, Google is streamlining the decision-making process, allowing users to act faster and with more confidence.
Potential Boost in Foot Traffic:
For businesses with physical stores, appearing with a blue map pin could lead to more in-person visits. The prominence given to proximity means that users searching for nearby services, such as restaurants, retail shops, or service providers, are more likely to visit businesses that are easy to reach.

How Local Businesses Can Capitalise on the Blue Map Pin Feature

To make the most of this feature, local businesses need to ensure their information is accurate and optimised on Google My Business (GMB). Here are a few steps to take:

Keep Google My Business Profile Updated:
Accurate location details and business hours are essential. Google relies on this information to display the right details in the search snippets, so businesses must ensure it’s always up to date.
Optimise for Location-Based Queries:
Businesses should focus on local SEO strategies that target location-specific keywords and search terms. By aligning content with Google’s local search algorithms, businesses increase their chances of appearing with the blue map pin.
Encourage Positive Reviews:
While the blue map pin highlights proximity, businesses should not neglect the importance of positive reviews and ratings. A strong reputation can make a business stand out, even more, when users are presented with multiple nearby options.

Concluding Thoughts

As Google continues to refine its local search capabilities, features like the blue map pin will play a crucial role in determining which businesses users choose. Local businesses need to stay updated on these changes and adapt their SEO strategies to take full advantage of the opportunities they present. By ensuring that their GMB profiles are optimised and location information is accurate, businesses can capitalise on this new feature and attract more customers.

Google’s New Blue Map Pin Feature: What Local Businesses Need to Know