A new Car Dealership Guy investigation raises an interesting question about how online retailers compete against traditional dealerships in local search.

The report identified more than 100 Google Business Profile listings associated with Carvana that pointed to addresses unrelated to actual Carvana facilities, including government buildings and other businesses.

Carvana says its local listings help consumers find vehicles available for delivery or pickup in their area.

There is a legitimate argument for helping online shoppers discover delivery options without requiring a physical dealership.

But local search visibility is incredibly valuable. Traditional dealers invest millions in facilities and depend on accurate Google listings to generate calls, directions and sales opportunities.

If an online retailer serves a market without operating a storefront there, should Google treat that business like a physical dealership?

Or should delivery coverage and actual store locations be clearly distinguished?