Google Tests Visual Discovery with 'Nearby Events and Deals' SERP Feature
A new mobile search test suggests Google is moving toward a more visual, offer-driven local interface that rewards active profile management.
Google is currently experimenting with a secondary local search feature that prioritizes visual promotions over standard map listings. Last updated on January 22, 2024, by Nicola Agius of Search Engine Land, the test introduces a modular section designed to highlight active offers within a user's immediate vicinity.
This interface shift suggests a movement away from static business information toward a discovery-based model. For years, practitioners have debated the actual conversion value of Google Business Profile (GBP) posts, often viewing them as a tertiary SEO signal rather than a primary traffic driver. If adopted widely, this feature could fundamentally change that calculation by giving posts prime placement outside of the standard business profile view.
How does the Nearby Events and Deals feature function?
As observed in live mobile tests, the feature manifests as a row of four distinct tiles located below the traditional Local Pack and organic results. Each tile acts as a high-visibility container for a business's current activities, featuring a prominent promotional photograph, the business name, and its aggregate user rating. Unlike the standard map interface, which emphasizes location and category, this layout focuses on the visual attraction of the specific offer.
When a user interacts with a tile, the interface expands into a full-screen view. This immersive experience provides a deeper look at the promotion, including the accompanying text, a secondary map pinned to the business location, and further details regarding the event or discount. We find it notable that there is currently no "show more" button in the test version, creating a winner-take-all scenario for the four businesses featured.
Capturing reach through Google Business Profile promotion tactics
The scarcity of available slots—just four tiles per search—means that the competition for this space will likely be intense. For a dental practice in Leeds or a 12-location HVAC operator, simply having a profile is no longer the baseline for maximum visibility. The quality of the imagery used in GBP posts now directly impacts whether a business is eligible for this visual carousel.
In the past, Google posts were largely buried at the bottom of a business listing, requiring users to already be looking at a specific brand. Now, Google is effectively "pulling" that content out and serving it to users who may not have been aware of the business, provided their offer is geographically relevant and timely. This mirrors social media discovery feeds more than it does traditional directory search results.
Is this a shift toward discovery-based local search?
This test represents a clear departure from the utility-first approach of Google Maps. While the traditional Local Pack answers the question "Where is the nearest plumber?", the Nearby Events and Deals section answers "What is happening around me right now?" It suggests a move toward competing with platforms like Instagram or Groupon, where visual appeal and the "deal" are the primary hooks for user engagement.
Strategically, we see this as Google's attempt to incentivize businesses to maintain active profiles. Many operators treat their GBP as a "set it and forget it" asset. By tying high-intent SERP real estate to active posts, Google encourages a constant stream of fresh data, which in turn keeps the ecosystem more accurate and engaging for the end user.
What this means for local businesses
The introduction of this feature requires a pivot in how local marketing teams allocate their time on the platform. We recommend the following adjustments to your regional strategy:
- Adopt a high-frequency posting schedule: Visibility in this carousel relies on active "Offer" and "Event" post types. Businesses should aim to have at least one active, valid offer running at all times.
- Prioritize professional photography: Since the tile is dominated by a single image, grainy or stock-heavy photos will likely result in lower click-through rates, even if the deal itself is competitive.
- Audit post-expiration dates: Ensure that events are updated immediately upon conclusion. Outdated content is a significant friction point that may lead to being excluded from these discovery carousels.
- Monitor mobile SERPs specifically: Since this feature is currently absent from desktop and standard Google Maps views, tracking its impact requires a mobile-first reporting lens.
Sources
Frequently asked questions
- Where does Google pull the content for 'Nearby Events and Deals'?
- The content is sourced directly from your Google Business Profile posts, specifically those categorized as 'Events' or 'Offers.' This reinforces the need for businesses to use specific post types rather than generic 'What's New' updates to ensure eligibility for different SERP features.
- Is this feature available on Google Maps or desktop search?
- At this stage, the 'Nearby Events and Deals' feature has only been spotted on mobile browser search results. It has not yet been integrated into the desktop interface or the standalone Google Maps application, though Google frequently migrates successful tests across all platforms.
- Does having more reviews help you rank in this new section?
- While business ratings are prominently displayed on the tiles, the primary filter for this feature appears to be proximity and the presence of an active offer or event. However, since only four spots are available, a higher rating may act as a secondary filter or a primary driver of the user's decision to click.