The most recent changes to the algorithm Google uses to manage search results will likely influence local search marketing. While Google hasn't officially given a name to the update – breaking the string of animal names beginning with "p" – the update alters organic search results in both Google Maps and a standard query (1). In fact, some businesses have disappeared from the map when users search for certain keywords. At the same time, the update will have an impact on the knowledge graph, which is the vast network of connections Google is constantly stringing together to make search more relevant.
Another Internet enterprise that stands to gain from the update is the customer review site Yelp. Previously, the company charged Google with not dealing fairly with search engine results when people explicitly search for Yelp reviews (2). For instance, a query containing the word "yelp" frequently didn't put company's page at the top of the SERP. This may have a significant influence on the way business owners drive traffic to their homepages. Because many buyers tend to look at the experiences of others who have collaborated with a specific business, positive or negative reviews on sites like Yelp may attract or alienate potential customers.