Google Adds Local Business Queries to Aggregator and Supplier Unit Guidance

What the September documentation says

Google added local business query support to its documentation for two Search presentation units.

On September 18, Google updated the aggregator unit and supplier unit guides to include support for local business queries. The changelog explains that the units now support those query types. The announcement is narrow: it does not give a ranking formula, adoption figures, or a statement that all local businesses are eligible.

The names indicate different roles in a search experience, but teams should use Google’s actual feature definitions rather than guessing based on a company label. A marketplace that gathers offers from multiple providers may operate differently from a business that directly supplies a service. A local company may have a different relationship to the feature than either of those examples.

• Google Search Central documentation updatesSeptember 18 announcement.
• Aggregator unit guidanceGoogle’s feature-specific description.
• Supplier unit guidanceGoogle’s supplier feature documentation.

Who should investigate this feature

The update is worth checking when a local business participates in a broader discovery or comparison experience.

Potentially relevant teams

• ◆Local service marketplaces that present options from more than one provider.
• ◆Businesses that supply a local service through an eligible search experience.
• ◆Agencies supporting local brands whose search appearance differs by market or query type.
• ◆Multi-location teams that need to understand whether a feature applies to the central brand, individual locations, or a partner platform.

These are groups that may benefit from reviewing the documentation, not a list of confirmed eligible businesses. Eligibility depends on Google’s current criteria and the details of the experience. The most useful first step is to compare the live product with the feature’s description, then check whether Search Console or other reliable data shows the relevant search appearance.

Avoid implementation overreach

A documentation update is a reason to check fit, not a reason to add markup blindly.

The September notice does not instruct local businesses to add a particular schema type, nor does it report that a new rich result is appearing for all local queries. Do not treat this as an automatic local SEO opportunity or promise a specific display to clients.

If a site is already eligible, ensure its organization, location, and service information are accurate and consistent across the page and any structured data it uses. If it is an aggregator, accurately describe the offers and provider relationships. If it is not eligible, improving core local pages and customer information may be more relevant than chasing a feature based on its name.

Use screenshots and dated query checks to distinguish a feature you actually see from one that appears only in documentation.

Frequently asked questions