Google has started showing “Local Business Cards” as part of the Google Posts system. This allows content providers or businesses or candidates to control the content that appears in the carousel near the top of search results.

Google Posts was created with mobile users in mind but they display on PCs as well. Google’s intent is to allow the business owner or marketer (or candidate) to communicate directly with users in search results, including content or information that the Knowledge Panel doesn’t allow. Content is also shareable from within the carousel.

According to Moz, it was speculated back in March that this initiative could be quite significant for local SEO — or local visibility at least.

Additionally, further analysis predicted who would benefit from this: Google, savvy local businesses, agencies and spammers.

At the time of the initial experiment Google was uncertain about a broader rollout. That question appears to have been answered by Mike Blumenthal’s Google sources, suggesting the company has seen good results and feedback.