Platform Pitfalls: Why We Always Test First

A Prime Example is the “Book” Button

Recently, we identified a conflict in how Google’s 'Book' button interacts with third-party scheduling tools on Google Business Profiles, which can impact visibility and ease of use for customers. Adding a custom booking link—like one from Calendly or Setmore—might seem straightforward, but those links often don’t appear as prominently as expected. In fact, they can get buried in the business profile details, making the experience less user-friendly.

Why? Because unless you're using a Google-approved provider through their “Reserve with Google” system, your booking option won’t get prime placement. And even if you are using one of their preferred tools, the button still might not appear. Google’s algorithm ultimately decides when—and if—it shows up.

Let’s Break it Down

Recently, we identified a conflict in how Google’s "Book" button interacts with third-party scheduling tools on Google Business Profiles, which can impact visibility and ease of use for customers. To make matters more complex, whether this button appears at all is influenced by Google’s algorithm — meaning your own online behavior can affect what you (or your customers) see.

Even when something looks like a straightforward platform issue, there are usually countless hidden variables at play. It's rare for platforms like Google to publish detailed documentation about how these backend processes actually work, which means we often have to rely on testing and observation to get answers.

This isn’t a bug. It’s how the system is designed. Google prioritizes tools that keep users within its own ecosystem and that support its revenue model. While outside tools are permitted, they’re rarely favored. We couldn’t find a single official document explaining these nuances, so our team did what we always do: we tested. We compared search results across users, devices, and behaviors, and found that visibility is shaped by factors like personal search history, behavioral patterns, and Google’s own discretion.

Why This Matters

When platforms shift the rules without notice—or without transparency—it can throw a wrench into your marketing strategy. You think something’s wrong on your end. You spend time (and possibly money) trying to “fix” it. But the issue isn’t you—it’s the platform playing favorites.

And this happens all the time. We’ve seen platforms:

• Roll out new tools, then quietly change how they work
• Incentivize use of in-platform features while punishing third-party tools
• Hide or deprioritize functions based on shifting algorithms

Our Job is to Help You Overcome these Obstacles

Our team constantly tests, retests, and compares real-world results before recommending a tool or strategy. We ask the questions platforms don’t answer. We look at how features actually perform, and not just how they’re marketed.

Sometimes that means advising clients not to invest in a flashy new feature. Other times, we’ll keep testing until we find a workaround or a better option altogether.

The Takeaway

You don’t need to track every platform change or decode confusing updates because we stay on top of it so you don’t have to. We stay ahead of the curve and the algorithm, so your marketing keeps working, even when the rules change.

Have you experienced a feature that’s not working like you expected? We’d love to dig in with you and help you solve the problem because chances are, we’ve already started testing it.