A new feature for Google’s local listings page is to bring a new form of search engine marketing to local businesses.

Rather than the tried-and-tested PPC ads that run alongside universal search results, the new feature will exclusively feature in local search results. Named “enhanced listings” by Google, they allow business owners to highlight an aspect of their listing in the Local Business Centre directory to better reach customers. Naturally this enhancement comes at a price; a flat fee of $25 a month, accessible via the Local Business Centre dashboard.

“The business owner can choose to enhance the way their listing appears in search results by including a link to point customers directly to photos, videos, website, coupons, directions, menu or reservations sign up” explains Google’s product manager, Shalini Agarwal on the company’s LatLong blog.

“Lets say a Deli owner thinks the huge selection of imported cheeses really makes her Deli stand out – she may want to give potential customers a quick way to see the menu on her website or a photo of her display case. Customers who access this relevant information can make an easier, more informed decision about which business to call or visit.”

Currently these features are being tested in the U.S cities of San Jose and Houston but could be rolled out to any location with Local Business Centre support.

Some critics in search engine marketing have noted that this feature may confuse Google’s long-standing policy of refusing to directly mix paid advertising and sponsored search results with universal search results.

However, others have disagreed; Agarwal says that “the enhancements do not affect the ranking of LBC listings, and we clearly indicate which parts of the search result are sponsored” – for many, the feature is no different than the existing AdWords system, simply in another area of the search engine.