Local Memo: GBP Reporting Glitch, AI Enhancements, Instagram Insights, Review Response Signals
Summary
This week’s memo highlights some key updates across local search and social: a GBP reporting issue, new AI-powered tools from Google, changes to Instagram carousel metrics, and confirmation that review responses can boost your visibility.
Google Business Profile Reporting Glitch Causes Drop in Local Search Metrics
The News Around June 25, many local SEO professionals — including SOCi’s own Mike Snow — began noticing sharp declines in impressions in Google Business Profile performance data. According to Search Engine Roundtable, the issue sparked concern across the Local Search Forum and beyond, with similar patterns reported across industries and markets.
Despite the drop in reported impressions, engagement metrics (like actions) remained stable. This discrepancy suggests the problem lies in Google’s reporting, not with actual ranking or visibility.
Some initially speculated that this could be tied to the June 2025 core update, but that didn’t start rolling out until June 30, with effects visible in early July. A Google Product Expert has since confirmed that this is a known glitch. Google is working on restoring the missing data.
Why It Matters Always evaluate performance data with a critical eye — especially when sudden anomalies span multiple listings. The issue here appears to be a reporting bug, not a visibility hit.
Google Enhances Search with Gemini 2.5 Pro, Deep Search, and AI-Powered Business Calls
The News Google is rolling out a series of advanced AI features to make Search more intelligent and task-oriented:
- Gemini 2.5 Pro in AI Mode: Available to AI Pro and Ultra subscribers, this model boosts reasoning, math, and coding capabilities for deeper queries.
- Deep Search: Google’s most robust research tool yet, synthesizing results from hundreds of searches into a cited, cohesive answer — ideal for complex questions like financial planning or home buying.
- AI-Powered Calls to Local Businesses: Users can now submit a query like “pet groomers near me,” and Search will call local businesses to collect pricing and availability details — no user dialing required. This is the formal launch of the “Ask for Me” feature from Google Labs.
Why It Matters These updates underscore Google’s strategy to shift Search from discovery to action. For multi-location brands, this means ensuring every listing is fully built out — accurate hours, services, images, and more — to support task completion and drive conversions.
Instagram Tests New Insights for Carousel Posts
The News Instagram is testing new analytics that reveal like counts on individual images within a carousel. The feature attributes likes to the frame visible when the user taps “like,” offering directional insight into which images are drawing attention.
While not a precise metric (some likes are for the overall set), it provides clues about standout visuals. According to Social Media Today, creators can use this to refine content strategies.
As Instagram head Adam Mosseri has noted, carousel posts have strong engagement benefits — and the platform’s unique re-serving mechanism (where non-swiped slides may be re-surfaced later) enhances their visibility.
Why It Matters Carousels already punch above their weight in reach and engagement. With more insight into what content resonates, brands and creators can lean further into this format to fine-tune messaging and boost results.
Google Appears to Confirm Review Responses Help Rankings
The News Google has (quietly) confirmed what many in local search have long suspected: replying to reviews helps your local visibility. A recent update to the support page on local ranking tips now includes:
Respond to reviews
When you reply to customer reviews, it shows that you value their feedback. Positive reviews and helpful replies can help your business stand out.
While the page doesn’t go so far as to say review responses directly impact ranking, this is the clearest acknowledgment yet that Google sees value in the practice.
Why It Matters Responding to reviews isn’t just good customer service — it’s a ranking signal. Make sure your team is replying to all reviews, even those without text. However, remember that adding keywords to review responses still does not affect rankings.