Dealers could increase their search visibility thanks to a new update to Google’s free Google My Business service.

It will enable multi-franchise sites to post additional listings for each brand, on a shared location.

This new facility, introduced last month, also permits dealers to individually promote servicing and parts departments operating from the same multi-franchise sites.

“This welcome new update to Google My Business gives all multi-franchise dealerships an opportunity to massively increase their search visibility by car brand, aftersales department and location,” said Syed Ali, head of performance at Honchō.

Google released the update without any fanfare, meaning many dealers will be unaware of the changes. Early adopters therefore have an opportunity to gain a competitive edge during the busiest period of the year for new car searches.

Honchō is advising franchised dealers to use the rollout to review and update their Google My Business profiles.

“This new update provides dealers with an ideal opportunity to make sure their profiles are up to date as this is pivotal to achieving the best possible local search results,” said Ali.

Google’s update is aimed specifically at franchised dealers with independents still only permitted one Google My Business listing per location.

The new service does not currently apply to any other business sectors, a sign that Google is acknowledging the sheer volume of online traffic generated by local searches for franchised dealers.