Google is expanding how local businesses can appear across Search.
The company has added support for local business queries to its aggregator unit and supplier unit.
As part of the update, Google has changed the documentation for both search features and added references to “local businesses” and “local” across several sections.
Google officially wrote that the “aggregator unit and supplier unit now support local business queries.”
This may sound like a small documentation change, but it could be important for local businesses, directories, aggregators, and platforms that provide information about physical business locations.
Google Adds Local Businesses to Aggregator Units
Google’s aggregator unit is designed to show results from different third-party providers within Google Search.
Previously, these units were mainly associated with categories such as hotels, flights, transportation, and products.
Now, local businesses have officially been added to the list.
This means eligible aggregators can potentially provide results for local searches, giving searchers another way to discover businesses through Google.
For example, someone searching for a restaurant, salon, local service provider, or another physical business could potentially see information supplied through an eligible aggregator.
The updated aggregator unit documentation now repeatedly mentions local businesses alongside Google’s other supported query categories.
Google also explains that aggregators interested in participating must meet its eligibility requirements and provide appropriate business information.
What Is an Aggregator Unit?
An aggregator unit is a Google Search feature that brings information from eligible third-party platforms directly into the search results.
These platforms may include:
- Business directories
- Comparison services
- Travel platforms
- Local discovery websites
- Other Vertical Search Services
The idea is to give users access to relevant options from different providers without relying on just one source.
When users interact with results inside an aggregator unit, they can be directed to the aggregator’s website to continue exploring the business or service.
Adding local business searches to these units expands the types of queries where aggregators may be able to participate.
Google Supplier Units Now Support Local Businesses Too
The change is not limited to aggregators.
Google has also updated its supplier unit documentation to include local businesses.
Supplier units are designed for direct providers rather than aggregators.
A supplier could be the actual business providing the product or service, such as:
- A restaurant
- A salon
- A retail store
- A plumber
- A hotel
- Another brick-and-mortar business
- A local service provider
This makes the distinction important.
An aggregator helps users find and compare different businesses, while a supplier is the business actually providing the service.
With local business query support now included, Google is extending these Search experiences beyond some of the categories previously highlighted in the documentation.
Local Point of Interest Feed Added to Documentation
Another important part of the update is Google’s reference to its local business data feed.
Google has added the following line to its documentation:
“For local business queries, see the Local Point of Interest Feed documentation.”
The Local Point of Interest Feed provides structured information about physical businesses that can be used within these search experiences.
For aggregators, this can include important information such as:
- Business name
- Address
- Phone number
- Business category
- Images
- Other relevant business details
This suggests that accurate and structured location information will continue to play an important role as Google expands these local search features.
Why Is Google Making This Change?
Google Search has been changing quickly, especially for searches with strong local intent.
People searching for local businesses often want immediate information such as where a business is located, what services it provides, how it compares with other options, and where they can learn more.
Adding local businesses to aggregator and supplier units gives Google another format for presenting these choices.
It can also create additional opportunities for third-party local search platforms and direct businesses to appear within Google’s evolving search results.
The change also shows how local discovery is becoming connected with a wider range of Google Search experiences.
What Could This Mean for Local Businesses?
For many local businesses, Google Business Profile is still a major part of local search visibility.
However, this update shows that Google is continuing to develop other ways for businesses to appear when people make local searches.
A business may potentially be discovered through:
- Google Business Profile
- Traditional organic search results
- Local search features
- Aggregator platforms
- Supplier units
- Business directories
- Other Google Search experiences
Therefore, businesses should not think about local visibility as being limited to just one listing.
Having consistent and accurate business information across the web becomes even more important when search engines are using multiple sources and formats to help users discover local businesses.
Accurate Local Business Data Matters More
Google’s reference to the Local Point of Interest Feed also highlights the importance of structured business information.
Local businesses should make sure important details remain accurate wherever customers and search engines may find them.
This includes:
- Business name
- Address
- Phone number
- Website
- Opening hours
- Business categories
- Services
- Photos
- Location information
For businesses with multiple locations, managing this information can become much harder.
One incorrect phone number, outdated business hour, or inconsistent address can create confusion for both customers and search platforms.
As Google’s local search ecosystem continues to grow, maintaining accurate location data across different platforms becomes increasingly valuable.
The Update Currently Focuses on the EEA
An important detail is that Google’s aggregator and supplier unit documentation currently focuses on users in European Economic Area countries.
Google explains that these search experiences are available for certain types of queries in the EEA, including local businesses.
Therefore, businesses should not assume that the same search experience will immediately appear in every country.
Google frequently develops Search features gradually, and availability can depend on the market, query, business type, and eligibility requirements.
You Can Compare the Previous Documentation
Those interested in seeing exactly what changed can compare Google’s latest documentation with archived versions.
Here is the archived aggregator unit page.
You can also view the archived supplier unit page.
Comparing these pages with the current documentation makes it easier to see where Google has added references to local business queries.
Google Search Is Giving Local Businesses More Entry Points
The bigger takeaway is that Google’s local search environment is becoming more diverse.
Local businesses are no longer visible through only traditional organic results or Google Business Profiles.
Aggregator platforms, direct supplier listings, structured data, business feeds, and other Search experiences can all become part of how customers discover a business.
For local SEO professionals and multi-location brands, this means keeping business information accurate across different sources will remain important.
It may also become useful to understand which directories, aggregators, and local discovery platforms are eligible to participate in Google’s newer search features.
What Should Local Businesses Do?
There is no need for businesses to make sudden changes because of this update.
However, a few basic local SEO practices become even more important:
- Keep your Google Business Profile information accurate.
- Make sure business information is consistent across major directories.
- Maintain updated location pages on your website.
- Use clear business categories and service information.
- Keep opening hours and contact details updated.
- Add useful and high-quality business photos.
- Monitor how each location appears across Google Search.
- Pay attention to new Google local search features.
For multi-location brands, having a reliable process for updating and checking location information can help avoid inconsistencies as Google introduces more local search experiences.
Final Thoughts
Google’s decision to support local business queries in its aggregator and supplier units is another sign that local Search continues to evolve.
The aggregator unit can now include eligible aggregators offering local business results, while the supplier unit can support direct local business providers.
Google has also connected local business queries with its Local Point of Interest Feed, showing how structured location data can support these search experiences.
For businesses, the key message is simple: accurate local information matters across more places than ever.
As Google continues experimenting with new ways to organize and display local search results, businesses that maintain complete, consistent, and reliable location information will be better prepared for these changes.
You can also follow the related forum discussion at X.
