Google is testing a new feature in the United States within Google My Business (now known as Google Business Profile): a label that indicates when an organization has recently created its profile. For consumers, it’s an easy way to discover new stores, restaurants, or service providers. For businesses, it offers valuable insights into new entrants in their market.
The label appears in local search results and on business profiles in Google Maps and Search. Companies retain the label for approximately sixty days before it disappears automatically. This makes it visible which businesses have recently activated their online presence through Google.
With this update, Google strengthens the visibility of new players within local search results. The “New” or “Recently Opened” label taps into the growing importance of local discovery. Users searching for a restaurant, shop, or service provider are more likely to come across new options, while established businesses gain a clearer view of who is entering their market.
For consumers, the label helps build trust: a company that actively registers via Google Business Profile demonstrates professionalism and accessibility. For Google itself, this move offers a new boost in its competition with platforms like Yelp and Apple Maps, where social recommendations and recent activity play an increasingly important role in relevance.
Implications for local SEO and performance
The introduction of this label fits within Google’s broader strategy to make local search results more personal and context-driven. The algorithm is shifting from purely location-based ranking toward relevance based on recency, engagement, and credibility.
For existing businesses, this means active optimization is becoming more important than ever. Google rewards profiles that stay up to date, publish regular content, and encourage customer interaction through reviews and Q&A sections. New businesses may benefit from a temporary visibility boost thanks to the label, but only those that continue to optimize consistently will maintain their position in local search results.
An interesting side effect is that this label could also impact advertising and targeting. New businesses running local campaigns can enhance their visibility by combining the label with Google Ads data, creating a powerful mix of organic and paid presence within the local ecosystem.
