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Wait Times Added to Google Local Results

Google recently added wait times to its local search results. 

The new feature, which will reportedly also appear on Google Maps at some point in the future, will be shown near the popular times information which indicates to users how busy a venue is at a particular time and day. 

The issue that many local search marketers are going to have with this is the wait times are nothing more than estimates based on anonymized historical data. The concern here is, obviously, that this data may not be accurate depending on the actual day or hour and may ultimately dissuade users from visiting a particular location based on that information. 

In the new section, an estimated current wait time (seen in the image below) will appear. Users can tap on any of the chart’s hour bars and see the estimated wait for the selected time period. Users can also scroll left and right to see a summary of each day’s wait times below the hour bars.

Google provided no indication how local businesses can control or modify this information if it does prove to be inaccurate. 

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