Google Q&A Deprecation
Clearly, this feature is a major improvement upon Google Q&A, which rolled out in early 2018. Most Q&A answers are user-generated and often repetitive, contradictory, or inaccurate.
Initially, the feature was highly visible on the Business Profile in search, although it has moved down the page more recently.
A contributor in the Google support forums was recently told that the current Q&A feature is being deprecated.
As communicated in our previous email, the Q&A feature is no longer available to any of our users, regardless of their location. Additionally, there is no support link or method through which you can verify this information independently. Please note that this update aligns with Google’s new guidelines. As per these changes, profiles that are updated in accordance with the latest requirements will not have a Q & A option available.
This has yet to be formally confirmed by Google. But it makes sense given that Ask Maps, once it rolls out more widely and to search, does a significantly better job of answering questions than Q&A could ever hope to. Ask Maps does so by using a limited number of reliable sources.
At the moment, Ask Maps is U.S. only. In its current form, it probably violates EU DMA regulations and highlights the massive self-preferencing occurring with Google Local.
It’s, therefore, unlikely to come to Europe anytime soon. Although, it is likely to show up elsewhere soon.
Local Marketing Strategy Response
Google continues to move down the path of more dynamic AI-generated content on your Google Business Profile.
While this behavior changes dramatically by vertical, there is every reason not just to treat your profile as your new homepage but to up your game in that regard.
In a practical sense, it doesn’t really matter whether your leads come directly from Google or from your website as long as they are coming in. And when you can gain an edge by feeding Google, you should.
Website
As the example above demonstrates, Google answers user questions with substantial and meaningful responses.
My colleague David Mihm has long argued that your website content is perhaps best viewed as a feed for search and now AI engines.
You need to be sure that your site has a properly siloed structure and content.
The content must answer all important customer questions about your business. This includes not just what you do, but how and where and how well you do it.
It should show as well as tell, by providing imagery and video on top of text.
Reviews
Given the ability of tools like Ask Maps to summarize your reviews from both Google and from around the web, it’s more important than ever to both diversify your review content and highlight them on one of Ask Maps’ most trusted sources: your website.
Photographs
We have long championed original, high-quality photography (and video) on both your website and GBP.
It leads to increased engagement (a ranking signal) and increased conversions (the ultimate goal). And your photos need to be regularly updated at both places for maximum benefit.
There is no more economical way to get higher returns than great photographs and video.
Social Profiles
Google first looks at GBP data, then reviews, and then the business website. But if the question cannot be answered there, it will then start pulling in information from your social accounts.
Facebook and LinkedIn were common in our testing, and you should be sure that they are up-to-date and accurately reflect your products, services, and reputation.
Citations
Google has long relied on web references (a.k.a. citations) – non-linked branded mentions – from around the web to understand local entities.
This can be seen very clearly in the screen below, where we asked if the business owner supported local volunteer organizations.
Both a news article and the Facebook page for one of the organizations she works with were referenced.
This type of sourcing is also a great research tool to understand the types and sources of valuable citations for your business.
These types of searches should be done for your direct competitors as well to provide additional ideas on where you might be able to get these references.
Screenshot from Google Search, January 2025
The Future Of Local
The growing “zero-click” behaviors in Google Local inevitably lead to declining traffic for small business websites. These types of changes will continue unless the government steps in to regulate it as a monopoly.
For some sectors, like publishing, which depends on traffic for ad sales, this is a potential death knell – in local. However, traffic losses can often be replaced with more leads from GBP if you play Google’s game.
As frustrating as it is sometimes, we think that the game is still worth playing. The leads generated can be significant. But the types of content and signals Google needs these days to rank you well (branding, reviews, engagement, etc.), you should be doing regardless.
That game is increasingly verticalized on Google – or at least user behaviors are.
To really excel in this environment, you need to understand consumer behaviors in your specific vertical and tailor everything you do to address and satisfy them.
More Resources:
Featured Image: Darko 1981/Shutterstock