More Changes in Local SERPS
Have you noticed the new search result look Google has been returning when you do a local business search? No? Well give it a try!
Google has Integrated “Places” Into Their Organic Listings
For months now rumors have been flying around that Google’s “Local 7 Pack” would be changing location, moving to the right hand column above the paid advertising. Well that has happened….partially.
The map has moved to the right hand column but the “Local 7 Pack” has been integrated into the organic search results.
So far our initial research has shown that the 7 pack results are being placed into the organic results either as a “block”, similar to the previous style, sans map, or integrated into the results themselves.
Changing the Local Search Results…. Why?
My guess as to why this is would be because of increasing mobile internet use, or smartphones. However, no one really knows except for those who work for Google . We have data that says that when someone is looking for a product or service they plan to make a local off-line purchase. Google reads the same data that we do, so it would make sense to integrate their “Places” data.
What This Change Means for Your Business
It’s too early to tell how much of a “boost” a Places listing gives to a business’ site in the overall algorithm but it seems pretty clear that if you don’t have a Places account, then you had better get one pretty quickly . And, since Google rarely lists more than 7 “Places” listings within the results page it’s imperative that you win on this new battlefield.
Do I Need A Website Anymore?
As you look at the newly revised local organic SERPS you might question whether or not you need a website, since you can have a “Places” listing without one. Here’s what you need to remember. When your potential customers go online and search, they are not looking to buy right away. They are looking for information. (credibility factors, education, trust factors) If all you have listed is a phone number and no website, you’re probably going to lose. Second, the move to mobile means that not only do you need a website but you need a mobile compatible website too so that your new potential customers can access decision supporting information on the go .
Finally, don’t think for a minute that this is the end of Google’s latest shift on local search results . This is just the beginning and if I were a betting man I would bet that Google will soon be giving extra weight to those businesses that have both a “Places” listing AND a high quality, content rich site. It only makes sense, right?