Google's call button Is DEAD, do THIS instead.

Name: Google's call button Is DEAD, do THIS instead.
Duration: 1190 s

Caleb Ulku 19:50

Transcript

0:00

0:00 Google has killed the call button.

0:02 If you run a local business or you rank local businesses for clients,

0:05 you need to understand what just happened.

0:08 This isn't a random UI change.

0:10 This is a pattern.

0:11 It's the same pattern that Google ran

0:13 when they killed organic shopping results in favor of shopping ads.

0:17 It's the same pattern they've been running for years,

0:20 systematically monetizing every single free action in search.

0:25 And the call button?

0:26 That was one of the last free actions left.

0:28 So what does this mean for your business?

0:30 What does it mean for your clients?

0:32 And what do you actually do about it?

0:33 I'm going to break all of that down,

0:35 but here's what most people are missing.

0:38 The call button change, honestly,

0:39 it's not even the greatest threat.

0:42 There's something else happening right now in local search

0:45 that should be honestly keeping you up at night

0:48 and almost nobody is talking about it.

0:51 So here's what's actually going on.

0:53 And there's a term for what Google

0:54 has been doing to local search.

0:56 Cory Doctorow called it inshittification. And yeah, that's the real word. Platforms start by

1:03 making the experience great for users. Then they slowly degrade that experience to extract money

1:09 from the businesses that depend on the platform. Now, I have my own name for the specific way that

1:15 Google does this. I call it a friction injection. The idea is simple. Take something that used to be

1:20 free and easy for users and add just enough friction to make it annoying. And then sell

1:27 the solution back to you. So think about what happened with Google Shopping. Now this was years

1:32 ago, but years ago you could show up in Google's product results organically, completely for free.

1:38 You had a good product page, you ranked, people found you. Then Google added shopping ads right at

1:44 the top, pushed the organic results down. And suddenly if you wanted that visibility, you had

1:49 to pay. The free option, well, it technically still exists, but it's now buried. Nobody was

1:55 clicking it anymore. And that's where Google is injecting the friction. You don't remove the free

2:00 option. You just make it worse and worse until business owners, until people pay for the

2:06 alternative. And that is what Google is doing right now with local search. Now they've been

2:12 doing this step by step. First, they reduced the map pack from seven business results to just three.

2:18 Then they started pushing local service ads above the map pack.

2:22 Then they added sponsored listings inside the map pack itself.

2:26 And now they've actually removed the call button from organic three pack results.

2:31 Let me show you what that looks like.

2:33 So here's the screen.

2:34 You can see I am viewing this in developer mode to show the iPhone 14 Pro Max.

2:40 I've searched for Plumber Gary and the sponsored results.

2:44 We have call, call, call.

2:45 I scroll down to the organic results.

2:47 The first one here also is sponsored. Downing plumbers paying for this position, big old call

2:52 button, and then we get one, two, three, no call button. But pay attention to what these GBPs look

2:59 like. You get to see a couple of the images, and this is your opportunity to attract this click.

3:04 What do you think about all this? Now, every single one of these moves does the same thing.

3:09 It takes a free action that local businesses use to benefit from and adds a layer of friction.

3:14 and every layer of friction pushes businesses closer to paying Google to get what they used

3:20 to get for free. And that's exactly what they're doing with this call button. They don't actually

3:23 remove it, right? It's still there, but now it's inside the profile. The user actually has to tap

3:29 into the listing first in order to see the call button. So here's what that looks like. So if I

3:34 click on Young Plumbing, then I get the call button. If I click on AJ's, I get the call button.

3:40 and of course Aquaman gives me the call button. But notice I now have to attract a click. Before

3:46 the call button was right here, nice and big, and I can just tap it. Now these images need to attract

3:53 that first click so that the users will see the call button and it has to be better than this

3:58 giant call button. Now this one extra step, it can sound really small, but that one extra step

4:05 is the difference between you getting the phone call

4:08 and the paid ad getting the phone call.

4:10 But how bad is the actual damage from this specific change?

4:14 Because there's a number floating around right now,

4:16 and if it's accurate,

4:17 a lot of local businesses are in serious trouble.

4:20 The number I've heard is 20 to 40%.

4:22 That's the drop in call volume

4:23 from organic map pack results being thrown around right now.

4:27 And whether you're an agency owner or a business owner,

4:29 that number should make you sit up straight

4:31 because going from 50 calls a month to 30

4:34 from your Google business profile,

4:35 that's a lot of lost revenue.

4:38 It's a lot of lost customers.

4:39 Now here's where I wanna be honest with you.

4:41 That 20 to 40% number, like I said, it's floating around.

4:45 I've seen it, SEO blogs, SEO forums,

4:47 but I have not yet seen a hard sourcing on it.

4:50 A lot of this reporting is anecdotal And I learned a lot over the past 10 years of doing this and anecdotal data in the SEO community is usually wildly off in either direction Now what I can tell you is what I seeing across the dozens of Google business profiles that my agency actively manages

5:08 We have real dashboards, real call tracking, real data.

5:11 And what we're seeing is, in fact, a noticeable decline in direct calls from the MacPap, but not across every single client.

5:20 It's clearly not a coincidence.

5:21 It's happening to several of them.

5:23 And the businesses that are getting hit hardest,

5:26 they're the ones with thin profiles,

5:28 bad images, barely any photos,

5:31 a handful of reviews, no posts,

5:33 a basic description that hasn't been updated since 2017.

5:37 These are the businesses that were doing the basics

5:40 for their GBP to get ranked on Google.

5:43 They were relying on the call button

5:44 to do the heavy lifting.

5:46 Someone would see the listing, tap call, done.

5:48 Now that easy path is gone.

5:49 And those thin profiles don't give people enough reason to interact with a profile so the call

5:54 button appears. All of those GBP optimizations designed to make sure you're ranking on Google,

5:59 they don't help now if people aren't clicking. So make sure that your GBPs actually look good

6:06 to real users. You saw the example of Plumber Gary. None of those featured photos look very good.

6:12 And the clients where we've done deep GBP optimization, their numbers are holding up.

6:16 And I'll explain exactly why that is in a minute, because it's directly tied to what you should be doing right now.

6:22 But first, I want to tell you about the thing that's actually scarier than the call button going away,

6:27 because the call button change, yeah, it's annoying.

6:29 It's tactical.

6:30 What I'm about to show you is structural, and it's going to reshape local search in a way that most agencies

6:36 and most business owners aren't even remotely prepared for.

6:41 The AI overview has been coming for the map pack.

6:44 and this is the one thing that should actually scare you and here's why. The call button removal

6:48 is Google adding friction to something that still exists. Your listing is still in the map pack.

6:53 People can still see it. They just have to take an extra step to call you. It's annoying.

6:57 It might reduce volume but it's manageable. The AIO review is a completely different animal.

7:03 This is not adding friction. It replaces the map pack with an AI generated set of business

7:09 recommendations. Let me show you. Here's what that looks like. So you can see I've searched

7:13 Who's the best plumber in Houston for emergency pipe repair?

7:15 Right now, this is a very conversational search.

7:17 Very few people are going to type this into Google,

7:20 looking for local businesses.

7:21 But if you do, you end up getting this paragraph

7:23 above the map pack.

7:26 Now, of course, we've all seen this happening

7:28 with informational queries.

7:29 It's been happening over the past couple of years.

7:31 And at my agency, I've personally watched websites

7:33 that are still ranked in the exact same position

7:35 they were before, lose 30 to 60% of their traffic

7:38 solely because an AI overview appeared above them.

7:41 The ranking didn't change.

7:42 The traffic just disappeared because Google answered the question right there on the page and no one needed to click.

7:49 Now, think about what happens when Google starts doing that with local businesses, right?

7:55 Someone searches plumber near me, and instead of showing the map pack at the top, Google will show the AI generated business recommendations.

8:03 Something like here are the top rated plumbers in your area with pricing info, availability and reviews all pulled from Google business profile data.

8:11 The user gets their answer without ever even seeing your listing the way they used to.

8:17 And this isn't speculation, right?

8:19 We know Google is already testing this with these informational local queries.

8:23 And when this rolls out fully, because it will,

8:26 the businesses that survive are going to be the ones with rich, deep profiles.

8:30 Because Google's AI needs signals to generate those summaries.

8:34 It needs photos.

8:35 It needs detailed services.

8:37 It needs recent posts.

8:38 It needs reviews with substance.

8:40 thin profiles, Google's AI is going to ignore them completely. There's just not enough data to

8:45 pull from. And here's what makes this even more alarming. Based on the research coming out right

8:50 now, the businesses showing up in Google's AI local results aren't even the same businesses

8:55 showing up in the traditional map pack. The overlap is roughly a third, but let me show you

9:01 an example where it's less than that. Same search, who's the best plumber in Houston for emergency

9:05 Piper Bear, we got Joe the Plumber, TDT Plumbing, and Home Experts. Now, I flip on over to Houston

9:10 Plumber. Again, sponsored results. I can call straight from there, or I can come down here,

9:16 and remember no phone number. We have Village Plumbing, Cooper Plumbing, and Houston Plumbing

9:20 Services. Zero overlap between Google's Map Pack and Google's AI. Now, on average, that overlap is

9:27 a third, meaning two out of every three businesses that Google's AI is recommending are different

9:31 from the ones that you're seeing in the regular map pack.

9:34 So you could be ranked number one in the map

9:36 and Google's AI doesn't even mention you.

9:39 That is a completely different game.

9:42 And it's not just Google.

9:43 ChatGPT, of course, is pulling the majority

9:46 of its local business data from Bing and Foursquare not Google If your client isn listed and accurate they going to be invisible on ChatGPT entirely And when we did this research independently and looked at what the three

10:01 businesses showing up in Google's AI overview have in common compared to the businesses in the map

10:06 pack, the number one thing that we saw over and over again was a review profile across multiple

10:13 websites on the internet, not just the Google business profile. Yelp being a particularly

10:19 important one. So now we're recommending all of my agency's clients go out and diversify their

10:26 review portfolios beyond just focusing on the Google business profile. I know that sounds weird

10:32 to be looking for reviews, not on Google to help you rank more on Google, but that's what Google's

10:38 AI overview is looking for. And look, across all of the AI platforms, Google, ChatGPT, Cloud,

10:44 Perplexity, Groke, they're pulling reviews from way more places than just the Google business

10:49 profile. I mentioned Yelp is showing up as a massive source, but not just for the Google AI

10:56 overview. It's showing up in about a third of all AI generated local searches. And here's the thing

11:01 about Yelp reviews specifically, they tend to be longer, more detailed, more narrative. And the AI

11:06 systems love that. The AI systems can pull way more information from 50 detailed Yelp reviews

11:12 than they can get from 200 five-star Google reviews that say great service. So the takeaway

11:18 here is simple. If your client's review strategy is GBP, GBP, GBP, that's honestly not enough

11:23 anymore. You need reviews spread across multiple platforms, Yelp, Facebook, Angie, Bing, Foursquare,

11:31 industry-specific directories, because the AI isn't just looking at Google. Even Google's own AI

11:37 isn't just looking at Google. They're looking everywhere. So here's the thing, and this is what

11:41 I really want you to understand. The call button change and the AI overview thread actually point

11:46 to the same solution. The businesses that win through both of these changes are the ones with

11:51 fully optimized, deep Google business profiles, set up to impress users, not machines, websites

11:58 that are built to match and a presence across platforms that AI is actually pulling from.

12:03 But how do you actually do that?

12:05 What specifically should you be doing right now to protect your business, your clients,

12:10 and what advice out there could actually make things worse?

12:13 And here's what's kind of ironic about all of this.

12:16 Google killing the call button and pushing AI overviews.

12:18 These changes actually make what you're doing more valuable, not less.

12:23 If you're an agency or a business owner doing real GBP optimization,

12:27 your work in that optimization just became the differentiator between businesses that survive

12:34 this change and businesses that get crushed and lose all of their traffic that they're relying on

12:40 right now. And let me explain what I mean. When the call button was right there in the map,

12:44 a lazy profile was getting calls. Someone searches, sees three businesses, taps call on the first one,

12:51 done. They don't look at the photos. They don't read the reviews. They don't check how many services

12:55 were listed they just tap the button and now that button is gone now the user has to make a decision

12:59 they have to look at the profile and decide is this business worth clicking into is this the one

13:04 i want to call and that means every single element of that profile now matters more than it did

13:10 before photo optimization review velocity actual words inside those reviews gbp post frequency how

13:17 many services are listed whether the business description is generic garbage or actually tells

13:22 someone why they should choose that business all of that all of the stuff that separates a real

13:26 agency a real business from someone who just claimed a listing and then forgot about it

13:31 that's just going to determine who gets the click now and don't forget proximity is an important

13:36 factor for google's organic map pack it is not a factor for the ai systems a lot of businesses

13:42 right now are getting calls just because they're close to the searcher that's going to go away the

13:47 businesses that claim their listing and then forgot about it they're the ones that are going to get

13:50 crushed. That can't be your business. And if you're working with an SEO agency, that shouldn't

13:55 be any of their clients either. This is a conversation you need to be having right now,

13:59 whether that's with your own team or with your SEO provider. Because when called volume dips,

14:04 it's easy to panic. It's easy to think that this SEO stuff isn't working. But if you understand

14:09 what's actually happening and what to do about it, you'll see that an optimized profile is actually

14:14 outperforming the competition because of these changes. That's the difference between reacting

14:19 out of fear and seeing what's happening and making smart moves. Now, some of the recommendations

14:24 floating around for how to respond to this sound reasonable, but a couple of them need serious

14:29 context before you go implementing them for your business. First, when you're going to hear,

14:33 turn on Google messaging. Now, the logic makes sense on the surface, right? Call button's gone.

14:38 So give people another way to reach you directly from the profile. And sure, in theory, this is

14:44 It's accurate and it's correct, but in practice.

14:47 Honestly most service businesses handle Google business messages terribly I seen it across our clients Slow response times half replies messages that sit unanswered for hours or days

14:58 And here's what most people don't realize.

14:59 Google tracks your response time.

15:01 Google tracks it.

15:02 If you turn on messaging and then don't respond quickly,

15:05 Google will actually suppress your visibility because of that.

15:08 Can you stay still?

15:09 Can you be still?

15:10 I'm in the middle of something.

15:12 So you're not just failing to help.

15:13 You're actively hurting your ranking if you turn on GBP messaging and then don't respond.

15:19 Unless your client or you has someone dedicated to responding within a few minutes, not hours,

15:25 minutes, I would not turn this on.

15:27 It can do more harm than good.

15:28 Second recommendation you're going to see everywhere is to run local service ads.

15:32 And look, LSAs are valid for certain businesses.

15:36 The framing I keep seeing is that LSAs are mandatory because of the call button change.

15:41 And this is just simply not true.

15:43 LSA makes a lot of sense for high volume, low ticket service businesses.

15:48 Plumbers, not water heater replacements, but there are other services.

15:51 Locksmiths, HVAC companies, those businesses need a lot of high quality leads coming in.

15:57 The cost per lead through LSA is manageable and the math works.

16:01 But if you're working with a client like one of ours, a LASIK practice in Chicago,

16:05 LSA in the medical space are a completely different animal.

16:08 The cost structure is different.

16:10 The compliance requirements are different.

16:12 the lead quality is different. For that type of client, the organic profile optimization and review

16:17 strategy you're already running is still going to be the primary driver. LSAs are a supplement at

16:22 best, not a replacement. Don't let anyone tell you LSAs are mandatory across the board. They're

16:28 mandatory for some. They're helpful for a lot and they're optional for others and they're a really

16:33 bad fit for some. Know which ones your business or your client's business is before you spend the

16:39 money. Now here's what I actually think what matters most right now and it's not sexy. It's

16:45 not a new platform. It's not a new type of ads. It's really just going deeper on what you should

16:50 already be doing. Your Google business profile has to earn the second click. The lazy tap to call is

16:55 gone. Proximity-based ranking is going to be gone. So the profile itself has to do the selling. That

17:01 means photos and not three blurry photos from 2019. Real photos, lots of them, updated regular quality

17:07 photos. It means review velocity, not just having reviews, but getting new ones consistently.

17:11 And not just on Google, on Yelp, Facebook, Foursquare, Angie, and wherever else the AI

17:15 platforms are looking. It means being active on Reddit. It means the keywords inside those reviews

17:20 matter because Google reads them and the AI reads them. It means posting on the GBP regularly,

17:26 not once a year, but weekly. It means having every single service listed, every single category

17:31 filled, every single box checked. The businesses that did the bare minimum, I mean, they could

17:36 skate by when the call button was doing the work for him, but that's gone. And that's why optimizing

17:41 the GBP right now matters more than it did a few months ago. So I'm going to bring this full circle.

17:46 Google is running the inshittification playbook on local search. Friction injection, making free

17:51 actions worse so businesses pay for the alternative. The call button going inside the profile is just

17:56 the latest move. This is a long-term pattern. The call volume impact is real, especially if you have

18:01 a thin profile and you're coasting on a tap to call. The biggest story, the one that almost nobody

18:07 is talking about is the AI overview slowly replacing or pushing down the map pack entirely.

18:12 And the businesses showing up in those AI results, they're not the same businesses that are in the

18:17 map pack. The overlap is less than a third, which means if all you're doing is optimizing for the

18:23 traditional three pack, you're optimizing for a game that is going to go away. The depth of your

18:27 Google business profile, the quality of your website structure, and your presence across the

18:32 platforms AI is pulling from, those are now the single biggest factors in whether a local business

18:37 thrives or disappears from search. So everything I just showed you, the profile optimization,

18:42 the review strategy across multiple platforms, the website structure that needs to match the GBP,

18:46 that's all part of a system that I've used to rank local businesses in over 50 different markets.

18:51 I've been doing this for over 10 years, ranking everyone from local plumbers to Fortune 500

18:57 companies and the agencies and freelancers inside my school community are implementing the same

19:02 system right now. There is a link in the description if you want to be a part of that

19:06 conversation. But here's what I need you to understand that honestly, none of this matters

19:10 if your website isn't built to support your Google business profile. The GBP gets the visibility,

19:15 but your website is what builds the trust and relevance that Google's algorithm needs to rank

19:20 your profile. And most local business websites are structured completely wrong for this. They have

19:26 They have pretty images, generic service pages, and blog posts that do absolutely nothing for local rankings.

19:33 So I made a video where I break down a new AI-driven tool that my agency uses.

19:38 It's the exact one we're using today to build websites and content for my clients.

19:43 If you're not using this tool, you're honestly leaving rankings on the table.

19:48 Go watch that video next.

Caleb Ulku argues that Google's removal of the call button from organic map pack results is part of a deliberate 'friction injection' strategy to push local businesses toward paid ads — the same playbook Google used with organic shopping results. He reports a potential 20-40% drop in call volume for businesses with thin Google Business Profiles, and warns that the bigger threat is AI Overviews replacing the map pack entirely, with less than one-third overlap between AI-recommended businesses and traditional map pack results. His core argument is that deep GBP optimization, multi-platform review strategies (especially Yelp), and cross-platform presence are now essential — not optional — for surviving both changes. He also cautions against blindly following popular advice like enabling GBP messaging (unless you can respond in minutes) or treating Local Service Ads as mandatory for all business types.

Google's Removal of the Call Button from Organic Map Pack Google's 'Inshittification' Pattern and Friction Injection Strategy AI Overviews Threatening to Replace the Local Map Pack Deep Google Business Profile Optimization as the New Competitive Advantage Multi-Platform Review Strategy for AI Visibility

Optimize your Google Business Profile images, services, posts, and descriptions to earn the click that now replaces the one-tap call — thin profiles will lose disproportionately from this change.
Diversify your review strategy beyond Google to include Yelp, Facebook, Foursquare, Angie, and industry directories, because Google's AI Overview and other AI platforms (ChatGPT, Perplexity) pull from these sources — and detailed Yelp reviews are especially valuable for AI systems.
Do not enable Google Business Profile messaging unless you or your client can guarantee responses within minutes, as slow response times actively suppress your search visibility.
Local Service Ads are not mandatory for all businesses — they make sense for high-volume service businesses (plumbers, locksmiths, HVAC) but are a poor fit for medical or high-ticket clients where organic optimization remains the primary driver.
Start optimizing for AI Overview visibility now, not just the traditional map pack — the two surfaces show less than 33% business overlap, meaning map pack rankings alone won't protect you as AI results expand.

Word Cloud

Concepts 14

Friction Injection

1 videos Core

A strategy where Google takes something that was previously free and easy for users, adds just enough friction to make it annoying, and then sells the solution back to businesses — coined by the creator Caleb Ulku.

Jump to 1:15 View concept page →

AI Overview for Local Search

1 videos Core

Google's AI-generated business recommendation summaries that appear above or replace the traditional map pack, pulling data from multiple sources and recommending businesses that often differ from those in the standard map pack.

Jump to 0:02 View concept page →

Google Call Button Removal

1 videos Core

Google's removal of the direct call button from organic three-pack map results, requiring users to first click into a business listing before seeing the call option, reducing direct call volume for organic listings.

Jump to 0:00 View concept page →

Review Portfolio Diversification

1 videos Core

The strategy of building reviews across multiple platforms beyond just Google Business Profile, including Yelp, Facebook, Foursquare, and industry directories, because AI systems pull from many sources.

View concept page →

GBP Optimization

1 videos Core

Deep optimization of Google Business Profiles including photos, reviews, service listings, posts, and descriptions designed to attract user clicks and satisfy AI data requirements, not just achieve rankings.

Jump to 6:12 View concept page →

Inshittification

1 videos Core

A term coined by Cory Doctorow describing how platforms first make experiences great for users, then slowly degrade those experiences to extract money from businesses that depend on the platform.

Jump to 0:56 View concept page →

Thin Profile Vulnerability

1 videos Core

The condition of a Google Business Profile with minimal photos, few reviews, no posts, and a basic description, which was previously adequate when the call button did the heavy lifting but now results in lost visibility and clicks.

Jump to 5:49 View concept page →

Proximity-Based Ranking Decline

1 videos Core

The diminishing importance of geographic proximity as a ranking factor as AI overview systems replace the traditional map pack, since AI recommendations are not proximity-dependent the way organic map pack results are.

Jump to 16:55 View concept page →

Review Velocity

1 videos Supporting

The consistent, ongoing acquisition of new reviews over time across multiple platforms, as opposed to simply having a total number of reviews, which signals active business health to both users and AI systems.

Jump to 13:10 View concept page →

Local Service Ads (LSAs)

1 videos Supporting

Google's paid advertising product for local service businesses that places ads above the map pack and includes a call button, often positioned as a solution to the organic call button removal.

Jump to 2:18 View concept page →

Caleb Ulku

34 videos Supporting

The primary guest and SEO expert featured in the video, founder of an AI SEO agency that developed the Core 30 local SEO methodology and scaled to 97 plumber clients using AI-driven content and local link-building strategies.

View concept page →

GBP Messaging Risk

1 videos Supporting

The risk that enabling Google Business Profile messaging without dedicated rapid response capability can actively suppress a business's visibility, since Google tracks and penalizes slow response times.

Jump to 15:13 View concept page →

Map Pack Reduction

1 videos Supporting

Google's historical reduction of local business results displayed in the map pack from seven listings down to three, an earlier step in Google's pattern of monetizing local search.

Jump to 2:12 View concept page →

Cory Doctorow

1 videos Supporting

Author and digital rights activist credited with coining the term 'inshittification' to describe how platforms degrade user experiences over time to extract money from dependent businesses.

Jump to 0:56 View concept page →

Q&A 18

What happened to Google's call button in local search results?

Google removed the call button from organic map pack (three-pack) results. Previously, users could tap a large call button directly from the search results listing. Now, the call button is only visible after a user clicks into the business profile first. Sponsored/paid listings still show the call button directly in search results, but organic listings require that extra click to access it.

How much has call volume dropped for local businesses since Google removed the call button from organic map pack results?

The number floating around in SEO communities is a 20-40% drop in call volume from organic map pack results. However, this figure is largely anecdotal and hasn't been hard-sourced. From one agency's actual client data across dozens of Google Business Profiles with real call tracking, there is a noticeable decline in direct calls from the map pack, but it's not uniform across all clients. The businesses hit hardest are those with thin profiles — bad images, few reviews, no posts, and outdated descriptions.

What is 'friction injection' and how does Google use it against local businesses?

Friction injection is a strategy where Google takes something that used to be free and easy for users and adds just enough friction to make it annoying, then sells the solution back to businesses. For example, Google used to show organic shopping results for free; then they added shopping ads at the top and pushed organic results down, effectively forcing businesses to pay for visibility. With local search, they've progressively reduced the map pack from 7 to 3 results, pushed local service ads above the map pack, added sponsored listings inside the map pack, and now removed the call button from organic results — all steps that push businesses toward paying for what they used to get for free.

What is 'inshittification' and how does it apply to Google's local search changes?

Inshittification is a term coined by Cory Doctorow to describe how platforms degrade user experience over time to extract money from businesses that depend on them. Platforms start by making the experience great for users, then slowly degrade it to monetize the businesses relying on the platform. Google has been doing this with local search by systematically monetizing every free action in search — reducing the map pack size, adding paid ads above and inside the map pack, and now removing the call button from organic results — all pushing businesses toward paid alternatives.

What is the biggest threat to local businesses in search right now — bigger than the call button removal?

The biggest threat is Google's AI Overview (AIO) replacing or pushing down the traditional map pack entirely. Unlike the call button change (which adds friction but leaves your listing visible), AI overviews generate AI-written business recommendations that can completely bypass the map pack. Critically, the businesses appearing in AI overview results are largely different from those in the traditional map pack — the overlap is only about one-third. This means a business ranked #1 in the map pack might not even be mentioned in Google's AI results. When this rolls out fully, businesses without rich, deep profiles will be ignored by Google's AI entirely.

How much overlap is there between businesses shown in Google's AI Overview and those in the traditional map pack?

On average, only about one-third of businesses appearing in Google's AI Overview are the same as those showing up in the traditional map pack. In some cases, the overlap can be zero — meaning none of the businesses in the AI results match those in the regular map pack. This means you could be ranked #1 in the map pack and Google's AI won't mention you at all, because the AI is selecting businesses based on different signals than traditional map pack ranking.

What do businesses appearing in Google's AI Overview local results have in common that map pack businesses don't necessarily have?

The primary differentiator is a review profile spread across multiple websites on the internet — not just Google Business Profile. Yelp is a particularly important source. Businesses showing up in Google's AI Overview tend to have reviews on multiple platforms (Yelp, Facebook, Foursquare, Angie, industry-specific directories, etc.). Additionally, AI systems favor longer, more detailed, narrative reviews over short generic ones. For example, 50 detailed Yelp reviews provide more useful data for AI than 200 five-star Google reviews that just say 'great service.'

Why are Yelp reviews particularly important for appearing in AI-generated local search results?

Yelp reviews tend to be longer, more detailed, and more narrative in nature compared to typical Google reviews. AI systems can extract far more useful information from detailed Yelp reviews than from short Google reviews. Yelp is showing up as a major data source in about one-third of all AI-generated local searches, and it's a significant source not just for Google's AI overview but across all major AI platforms including ChatGPT, Claude, Perplexity, and Grok. The richness of Yelp review content gives AI systems more signals to work with when generating business recommendations.

Where does ChatGPT get its local business data from, and why does this matter?

ChatGPT pulls the majority of its local business data from Bing and Foursquare, not from Google. This means that if a business is not listed and accurate on Bing and Foursquare, it will be essentially invisible to ChatGPT users searching for local businesses. As AI-powered search assistants become more common, businesses that only focus on Google Business Profile optimization are missing a significant and growing channel of customer discovery.

Should local businesses turn on Google Business Profile messaging to compensate for the removed call button?

Turning on GBP messaging should be done with caution. While the logic makes sense — giving users another contact method — in practice, most service businesses handle Google Business messages poorly, with slow response times and unanswered messages. The critical issue is that Google tracks your response time, and if you turn on messaging but don't respond quickly, Google will actually suppress your visibility as a penalty. Unless you or your client has someone dedicated to responding within minutes (not hours), it's better not to turn it on. Activating messaging and then ignoring it can do more harm than good to your rankings.

Are Local Service Ads (LSAs) mandatory for local businesses after Google removed the call button?

No, LSAs are not mandatory across the board. LSAs make a lot of sense for high-volume, lower-ticket service businesses like plumbers, locksmiths, and HVAC companies where the cost per lead is manageable and the math works. However, for businesses like medical practices (e.g., LASIK clinics), LSAs have different cost structures, compliance requirements, and lead quality considerations that may make them a poor fit. LSAs are mandatory for some businesses, helpful for many, optional for others, and a bad fit for some. Don't implement them without understanding whether your specific business type is a good candidate.

What specific Google Business Profile optimizations are most important now that the call button has been removed?

With the call button gone, the profile itself must earn the click. Key optimizations include: (1) High-quality, plentiful, regularly updated photos — not blurry old images; (2) Consistent review velocity — getting new reviews regularly, not just a one-time push; (3) Reviews across multiple platforms: Yelp, Facebook, Foursquare, Angie, and industry directories; (4) Keywords inside reviews matter because Google and AI systems read them; (5) Regular GBP posts — weekly, not annually; (6) Every service listed and every category filled out; (7) A compelling, specific business description (not generic filler); (8) Active presence on Reddit. Thin profiles with minimal content won't give users enough reason to click in to find the call button.

Why are businesses with 'thin' Google Business Profiles being hit hardest by the call button removal?

Thin profiles — those with few photos, minimal reviews, no posts, and generic descriptions — were previously able to get calls simply because the call button was prominently displayed in search results. Users would see the listing, tap call, and never need to evaluate the profile. Now that the call button requires clicking into the profile first, users must decide whether the profile is worth engaging with. Thin profiles don't provide enough visual appeal or information to attract that initial click, so those businesses are losing the calls they were previously getting almost by default.

How does proximity-based ranking factor into the future of local search with AI overviews?

Proximity to the searcher is an important factor in Google's traditional organic map pack rankings — businesses closer to the searcher get a ranking advantage. However, proximity is NOT a factor for AI systems. This means businesses that are currently getting calls primarily because they're geographically close to searchers will lose that advantage as AI overviews become more prominent. The AI selects businesses based on profile richness, review quality across platforms, and other content signals — not location. Businesses relying on proximity as their main competitive advantage need to start building deeper profiles now.

What is the step-by-step progression Google has followed to monetize local search results?

Google has systematically monetized local search through these steps: (1) Reduced the map pack from 7 business results down to 3; (2) Started pushing Local Service Ads (LSAs) above the map pack; (3) Added sponsored listings inside the map pack itself; (4) Removed the call button from organic three-pack results (call buttons now only appear on paid/sponsored listings directly in results). Each step takes a free action that local businesses benefited from and either eliminates it or adds friction, pushing businesses toward paying for what they previously got for free.

What platforms should local businesses focus on for reviews to maximize visibility across AI search platforms?

To maximize visibility across AI platforms, local businesses should build reviews on: Google Business Profile (still important but no longer sufficient alone), Yelp (particularly important — shows up in about one-third of AI-generated local searches and is valued for detailed narrative reviews), Facebook, Foursquare (important for ChatGPT which pulls local data from Bing and Foursquare), Angie (formerly Angie's List), Bing, and industry-specific directories relevant to the business type. All major AI platforms — Google AI Overview, ChatGPT, Claude, Perplexity, and Grok — pull reviews from multiple sources beyond just Google.

Does optimizing for the traditional Google map pack still make sense given the rise of AI overviews?

Optimizing solely for the traditional three-pack is increasingly risky because AI overviews are beginning to replace or push down the map pack, and the businesses appearing in AI results are largely different from map pack results (only about one-third overlap). However, the solution isn't to abandon map pack optimization — it's to go deeper. A fully optimized Google Business Profile with rich content, consistent reviews across multiple platforms, and a well-structured website serves both traditional map pack ranking AND AI overview visibility. The businesses that win will be those optimizing for both, not choosing one over the other.

What has Google's AI Overview change done to website traffic for businesses that rank well organically?

Google's AI Overview has caused significant traffic losses even for websites that maintained their exact same search rankings. One agency reported watching websites that stayed in the same ranking positions lose 30-60% of their traffic solely because an AI overview appeared above them answering the user's question directly on the search results page. When Google answers the question right there, users no longer need to click through to a website. This same pattern is now beginning to affect local business searches, where AI-generated business recommendations may appear instead of the traditional map pack.

Quotes 14

"The call button? That was one of the last free actions left."

Key quote

The call button? That was one of the last free actions left.

Caleb Ulku Google local search monetization Insight

"Platforms start by making the experience great for users. Then they slowly degrade that experienc..."

Key quote

Platforms start by making the experience great for users. Then they slowly degrade that experience to extract money from the businesses that depend on the platform.

Caleb Ulku Platform enshittification Definition

"I call it a friction injection. Take something that used to be free and easy for users and add ju..."

Key quote

I call it a friction injection. Take something that used to be free and easy for users and add just enough friction to make it annoying. And then sell the solution back to you.

Caleb Ulku Google's monetization strategy Definition

"You don't remove the free option. You just make it worse and worse until business owners pay for ..."

Key quote

You don't remove the free option. You just make it worse and worse until business owners pay for the alternative.

Caleb Ulku Google's playbook Insight

"The call button change is Google adding friction to something that still exists. The AI overview ..."

Key quote

The call button change is Google adding friction to something that still exists. The AI overview is a completely different animal. This is not adding friction. It replaces the map pack.

Caleb Ulku AI overviews vs. call button removal Contrarian

"I've personally watched websites that are still ranked in the exact same position they were befor..."

Key quote

I've personally watched websites that are still ranked in the exact same position they were before, lose 30 to 60% of their traffic solely because an AI overview appeared above them. The ranking didn't change. The traffic just disappeared.

Caleb Ulku AI overview traffic impact Story

"You could be ranked number one in the map and Google's AI doesn't even mention you. That is a com..."

Key quote

You could be ranked number one in the map and Google's AI doesn't even mention you. That is a completely different game.

Caleb Ulku AI local search vs. map pack Contrarian

"The AI systems can pull way more information from 50 detailed Yelp reviews than they can get from..."

The AI systems can pull way more information from 50 detailed Yelp reviews than they can get from 200 five-star Google reviews that say 'great service.'

Caleb Ulku Review quality for AI visibility Insight

"If your client's review strategy is GBP, GBP, GBP — that's honestly not enough anymore. Even Goog..."

If your client's review strategy is GBP, GBP, GBP — that's honestly not enough anymore. Even Google's own AI isn't just looking at Google. They're looking everywhere.

Caleb Ulku Review diversification strategy Contrarian

"Google killing the call button and pushing AI overviews — these changes actually make what you're..."

Google killing the call button and pushing AI overviews — these changes actually make what you're doing more valuable, not less.

Caleb Ulku Opportunity in Google's changes Contrarian

"Your Google business profile has to earn the second click. The lazy tap to call is gone."

Key quote

Your Google business profile has to earn the second click. The lazy tap to call is gone.

Caleb Ulku GBP optimization Principle

"If you turn on messaging and then don't respond quickly, Google will actually suppress your visib..."

If you turn on messaging and then don't respond quickly, Google will actually suppress your visibility because of that. You're not just failing to help — you're actively hurting your ranking.

Caleb Ulku Google Business messaging pitfalls Insight

"If all you're doing is optimizing for the traditional three pack, you're optimizing for a game th..."

Key quote

If all you're doing is optimizing for the traditional three pack, you're optimizing for a game that is going to go away.

Caleb Ulku Future of local SEO Contrarian

"Proximity-based ranking is going to be gone. A lot of businesses right now are getting calls just..."

Proximity-based ranking is going to be gone. A lot of businesses right now are getting calls just because they're close to the searcher. That's going to go away.

Caleb Ulku AI and local search proximity Insight

Action Items 17

Audit your Google Business Profile photos and replace any thin, blurry, or outdated images with real, high-quality, regularly updated photos

Recommendation

Without the call button visible in the map pack, users must now click into a profile before seeing the call option — compelling photos are what earn that first click

Ensure your GBP has every single service listed, every category filled, and every profile field completed

Step

Thin profiles with minimal information are getting hit hardest by the call button removal and will be ignored by Google's AI overview

Write a compelling, non-generic business description that tells users why they should choose your business

Recommendation

Generic descriptions that haven't been updated since 2017 are not enough to earn a click now that users must actively choose to tap into a profile

Post on your Google Business Profile weekly, not once a year

Habit

Regular GBP posting signals activity and freshness, which matters both for ranking and for AI overview inclusion

Build a review strategy that spans multiple platforms: Yelp, Facebook, Foursquare, Angie, Bing, and industry-specific directories — not just Google

Recommendation

Google's AI overview and other AI platforms (ChatGPT, Perplexity, Grok) pull reviews from across the web; businesses appearing in AI results have review profiles on multiple sites, with Yelp being particularly important

Prioritize getting longer, more detailed, narrative-style reviews — especially on Yelp

Tip

AI systems can extract far more useful information from 50 detailed Yelp reviews than from 200 five-star Google reviews that just say 'great service'

Ensure reviews include relevant keywords, since Google and AI systems read the words inside reviews

Tip

Keyword-rich reviews help AI systems understand what the business does and can influence whether it appears in AI-generated local recommendations

Maintain consistent review velocity — get new reviews regularly, not just a one-time burst

Habit

Ongoing review acquisition signals to both Google's algorithm and AI systems that the business is active and reputable

Be active on Reddit as part of your local presence strategy

Recommendation

AI platforms pull from a wide range of sources including Reddit, and having a presence there contributes to AI overview visibility

Make sure your client or business is listed accurately on Bing and Foursquare

Warning

ChatGPT pulls the majority of its local business data from Bing and Foursquare — if you're not listed there, you're invisible on ChatGPT entirely

Only turn on Google Business Profile messaging if you or your client can commit to responding within minutes, not hours

Warning

Google tracks response time on GBP messages; slow or unanswered messages will actively suppress your search visibility — it can do more harm than good

Evaluate whether Local Service Ads (LSAs) make sense for your specific business type before spending money on them

Recommendation

LSAs work well for high-volume, low-ticket service businesses (plumbers, locksmiths, HVAC); they are a poor fit for some industries like medical/LASIK practices where cost structure and compliance requirements differ significantly

Do not treat LSAs as mandatory just because the call button was removed — assess your business type first

Warning

LSAs are mandatory for some, helpful for many, optional for others, and a bad fit for some — blanket adoption is not the right approach

Start optimizing your GBP to appear in Google's AI overview results, not just the traditional 3-pack map results

Recommendation

Research shows less than a third overlap between businesses in the traditional map pack and those in AI overview results — being #1 in the map pack does not guarantee AI overview inclusion

Audit and restructure your local business website so it properly supports and matches your Google Business Profile

Recommendation

Most local business websites have pretty images, generic service pages, and blog posts that do nothing for local rankings — the GBP gets visibility but the website builds the trust and relevance Google needs to rank the profile

Have a direct conversation with your SEO agency or team about the call button change and AI overview threat right now

Recommendation

When call volume dips, it's easy to panic and think SEO isn't working — understanding what's happening allows for smart moves rather than fear-based reactions

Stop relying on proximity-based ranking as a primary strategy for local visibility

Warning

Proximity is a factor for Google's organic map pack but is NOT a factor for AI systems — businesses coasting on being geographically close to searchers will lose that advantage as AI overviews expand

References 19

Cory Doctorow

Person

Credited with coining the term 'enshittification' to describe how platforms degrade user experience to extract money

"Cory Doctorow called it inshittification. And yeah, that's the real word."

enshittification

Framework Criticized

Concept used to describe Google's pattern of degrading free features to push businesses toward paid alternatives

"Cory Doctorow called it inshittification. Platforms start by making the experience great for users. Then they slowly degrade that experience to extract money from the businesses that depend on the platform."

Google Shopping

Product Criticized

Used as a historical example of Google pushing organic results down in favor of paid ads

"Think about what happened with Google Shopping. Now this was years ago, but years ago you could show up in Google's product results organically, completely for free."

Google Business Profile (GBP)

Product

Central subject of discussion; speaker advises deep optimization of GBP to survive Google's changes

"going from 50 calls a month to 30 from your Google business profile, that's a lot of lost revenue."

Local Service Ads (LSAs)

Product

Discussed as a paid alternative to organic map pack results; speaker says they are valid for some businesses but not mandatory for all

"LSAs are valid for certain businesses... LSA makes a lot of sense for high volume, low ticket service businesses."

Google AI Overview (AIO)

Product Criticized

Described as a major structural threat to local search, potentially replacing the map pack entirely

"The AI overview has been coming for the map pack, and this is the one thing that should actually scare you."

ChatGPT

Tool

Mentioned as an AI platform pulling local business data from Bing and Foursquare, not Google

"ChatGPT, of course, is pulling the majority of its local business data from Bing and Foursquare not Google."

Bing

Product

Mentioned as a data source for ChatGPT local business results and as a review platform to target

"ChatGPT, of course, is pulling the majority of its local business data from Bing and Foursquare not Google."

Foursquare

Product

Mentioned as a data source for ChatGPT and as a review/listing platform businesses should be present on

"ChatGPT, of course, is pulling the majority of its local business data from Bing and Foursquare not Google."

Yelp

Product Recommended

Highlighted as a particularly important review platform for AI-generated local search results; AI systems favor detailed Yelp reviews

"Yelp being a particularly important one... It's showing up in about a third of all AI generated local searches."

Facebook

Product

Mentioned as a review platform businesses should diversify onto beyond Google

"You need reviews spread across multiple platforms, Yelp, Facebook, Angie, Bing, Foursquare."

Angie

Product

Mentioned as a review/directory platform businesses should be present on for AI visibility

"You need reviews spread across multiple platforms, Yelp, Facebook, Angie, Bing, Foursquare."

Claude

Tool

Mentioned as one of the AI platforms pulling reviews from multiple sources beyond Google

"across all of the AI platforms, Google, ChatGPT, Cloud, Perplexity, Groke, they're pulling reviews from way more places than just the Google business profile."

Perplexity

Tool

Mentioned as one of the AI platforms pulling reviews from multiple sources beyond Google

"across all of the AI platforms, Google, ChatGPT, Cloud, Perplexity, Groke, they're pulling reviews from way more places than just the Google business profile."

Grok

Tool

Mentioned as one of the AI platforms pulling reviews from multiple sources beyond Google

"Google, ChatGPT, Cloud, Perplexity, Groke, they're pulling reviews from way more places than just the Google business profile."

Website Recommended

Mentioned as a platform businesses should be active on as part of their broader online presence strategy

"It means being active on Reddit."

Google Messaging (GBP Messaging)

Product Criticized

Discussed as a commonly recommended response to the call button removal, but cautioned against unless response times are very fast

"If you turn on messaging and then don't respond quickly, Google will actually suppress your visibility because of that."

School (community platform)

Product Recommended

Speaker references their own community on School where agencies and freelancers implement his local SEO system

"the agencies and freelancers inside my school community are implementing the same system right now. There is a link in the description if you want to be a part of that conversation."

iPhone 14 Pro Max

Product

Used in developer mode to demonstrate the mobile search experience and show the removal of the call button

"I am viewing this in developer mode to show the iPhone 14 Pro Max."