Streets Ahead: GBP Data Glitch, Google Supercharges Search, Instagram Tests Insights

In this week’s Streets Ahead update, SOCi discusses a recent Google Business Profile (GBP) glitch, Google supercharging search with AI and Instagram testing frame-level insights.

Google Business Profile Glitch Skews Local Search Impression Data

The News  Local SEO professionals began raising red flags in late June after noticing significant drops in impression metrics within Google Business Profile (GBP) performance reports. The issue first surfaced around June 25 and quickly drew widespread attention across the Local Search Forum and industry circles, with many reporting the same pattern across various sectors and geographies.

Interestingly, while impression counts dipped noticeably, engagement metrics—such as clicks, calls, and direction requests—remained steady. This pointed to a GBP reporting issue rather than an actual decline in visibility or search rankings.

Speculation initially tied the irregularity to Google’s June 2025 core update, but that rollout began on June 30, after the impression data had already dropped. A Google Product Expert has since confirmed that the issue is a known glitch in GBP reporting, and that Google is actively working to recover the missing data.

Until the fix is complete, marketers and local business owners are encouraged to focus on engagement trends and not panic over sudden dips in visibility metrics.

Why This Matters  This glitch in Google Business Profile reporting matters because it creates the illusion of a drop in local visibility when, in reality, the issue is with the data—not with actual performance. For brands and agencies that rely heavily on GBP metrics to guide local SEO strategy, a sudden decline in impressions can trigger unnecessary alarm, leading to reactive decisions or wasted budget. It can also complicate client reporting, making it appear as though something is broken when it’s not. Fortunately, engagement metrics like clicks, calls, and direction requests remained steady, reinforcing the importance of focusing on action-based KPIs rather than impressions alone.

Google Supercharges Search with AI-Powered Research, Deeper Queries, and Local Business Calls

The News  Google is enhancing its search experience with a suite of advanced AI features designed to make Search more intelligent, interactive, and task-oriented. These updates aim to shift Search from a static tool into a dynamic assistant capable of handling increasingly complex requests.

Leading the rollout is Gemini 2.5 Pro in AI Mode, now available to AI Pro and Ultra subscribers. This upgraded model brings enhanced reasoning, math, and coding capabilities, allowing users to explore deeper, more sophisticated queries than ever before.

Another standout feature is Deep Search — Google’s most powerful research tool to date. It synthesizes results from hundreds of searches into a single, cited response, ideal for multi-faceted questions such as planning a home purchase or mapping out a retirement strategy.

Perhaps the most transformative update is the official launch of AI-powered business calling, previously tested under Google Labs as “Ask for Me.” Now, users can submit a query like “pet groomers near me,” and Google will automatically call nearby businesses to gather real-time information on pricing and availability—eliminating the need for users to pick up the phone.
Businesses who prefer not to participate in this automated calling system can opt out via their Google Business Profile settings or decline directly during a call.

Why This Matters  Google is shifting from being a search engine to becoming an AI-powered assistant that completes customer journeys, often without users ever clicking through to a website or making a call themselves.

With features like “Ask for Me,” where Google contacts local businesses directly for availability and pricing, brands must ensure store-level data is accurate, accessible, and optimized or risk being left out of these automated interactions. Local visibility now depends not just on ranking, but on being AI-query-ready.

Instagram Tests Frame-Level Insights for Carousel Posts

The News Instagram is experimenting with a new analytics feature that provides insights into which individual images within a carousel post are receiving the most likes. When a user taps “like,” the platform attributes the engagement to the slide that was visible at that moment—offering creators directional insight into which visuals are driving interaction.

While this data isn’t a precise breakdown (some likes may be for the full post rather than a specific image), it still helps identify standout content within a carousel. As reported by Social Media Today, these insights can guide more effective creative and content strategies.

Instagram’s Head, Adam Mosseri, has consistently championed carousel posts for their strong engagement performance. Thanks to Instagram’s unique re-serving algorithm, unused slides may be shown again later—giving creators another reason to optimize every frame in a carousel, not just the first one.

Why This Matters For brands, this means smarter content testing: which product shots, offers, or messages drive the most engagement? For creators, it means optimizing storytelling— insights into hooks viewers visually and how to sequence content to boost performance. Combined with Instagram’s re-serving mechanism, this data can be the key to extending reach and fine-tuning engagement at a granular level.

For more about AI and the future of search, please join us at Street Fight LIVE 2025 on September 30th at Microsoft’s Playa Vista (Los Angeles) HQ.