Apple Business Connect: New feature alert for Local Businesses

In our recent research, we found that the impact of Apple Business Connect on businesses, compared to Google Business Profiles, is just a mere 1%. However, this slim margin doesn’t paint the full picture of how Apple’s innovative platform is reshaping the way businesses can connect to the valuable “Apple fan base” out there.

Apple Business Connect has made a significant leap forward with the introduction of Custom Action Links, a new feature that promises to revolutionise user interactions on Apple Maps. With Custom Action Links, businesses can now direct users to specific actions like placing an order or making a reservation directly from their Apple Maps place card. This new capability enhances the existing framework by allowing businesses to create links directly to their websites or preferred platforms without the need for an intermediary app.

Read more about the Google vs Apple research we conducted

Custom Action Links: a Closer Look

So, what exactly are Custom Action Links? Think of them as a direct line to your customers’ desired actions. Whether it’s a link to your restaurant’s menu, a ticket booking page, or any other transactional flow, Custom Action Links make it easier for customers to interact with your business. From a technical standpoint, businesses can implement these links in two ways: Quick-Links, which deep link to a specific page in their app, or App Clips, which let customers complete tasks without downloading the full app.

For businesses, this means greater control and flexibility in driving user actions. For users, it translates to a seamless experience where they can quickly get what they need without unnecessary steps. It’s a win-win.

Creating Showcase: Available in Europe as of February 2024

So, what exactly is a Showcase? Think of them as a social media post on your Apple PlaceCard. Whether it’s an image of your main product(s), a promotion, an event, or any sort of update or news item, Showcases should make it easier for customers to understand what your business offers and seduce clients to come and visit.

From a technical standpoint, showcases consist of these elements: A photo, PNG, JPG or HEIF, with a minimum 492 by 492 pixels (guidelines here). A 38 character attention grabbing headline, followed by a 58 character description of your offer or event. You can then select your Custom Action link:

The Showcase will be given the default language of your profile page, but you have the option to add languages to reach a broader audience in your area. Handy for regions where multiple languages are spoken. We suspect Apple will use the language settings of a users browser to decide on which version to display.

Showcases can run for up to 30 days, beginning at 12:00AM on the start date and ending at 11:59 on the end date. Showcases are reviewed before they are published and can take up to 3 days to approve. There is nice preview functionality available.

For businesses, this means greater control and flexibility in driving user actions. For users, it translates to a seamless experience where they can quickly get what they need without unnecessary steps. It’s a win-win.

Read more news in our local search blog.