On September 1, 2026, Google updated its documentation for Local Vertical Search Services in the EEA. The model introduces aggregator and supplier units for local searches and a standardized Point of Interest feed for businesses with physical locations.
What is Local VSS?
Vertical Search Services are specialized directories and search platforms covering businesses such as restaurants, beauty services and attractions. Google’s new setup creates a dedicated aggregator surface for eligible providers.
What is in the POI feed?
Google describes a standardized format containing business name, address and phone number plus metadata such as categories and photos.
Why this matters for SEO and GEO
Search systems need consistent entity information. Clear location, category, imagery and service data help systems understand what a business is and when it is relevant. The same foundation supports local SEO and generative search.
What businesses should do
Keep website, business profiles and relevant directories aligned. Maintain accurate hours, contact details, categories, service pages and original imagery.