After the rollout of Real-time Search with Google Instant in Australia, it appears the evolution of the search engine results page is set to continue with a new level of importance given to Local Search Results called “Place Search”.
See the below example screen grab from a search results page for the searched query “pizza sydney” in Pyrmont, NSW.
Organic Results
The first point of interest is the top of the search results Google’s algorithm delivers only two premium listings followed by organic results, rather than the 3 premium sponsored links we have come accustomed to at the top of the results in Australia. The first result also bears a stronger presence on the page with an arrow pointer at the front of the result, enticing the user to click as the most relevant organic result available, similar to the Australian search pages where this usually appears on the first premium sponsored link.
The first 2 organic results in this particular example appear to be the “standard” result you would tend to find on any search with the title, description and URL text. Following this, things start to get interesting.
Local Business Listings
Place Search results incorporate Local business results relevant to the location of the searcher. A user’s location is determined either by Google via IP address or the location specified by the user. These Local Search Results will vary based on the user’s location illustrated with the plotted map placed on the top right hand corner of the results again coming before the Sponsored Listings on the right hand side of the page.
The Local Results are incorporating the organic result with Local Business parameters such as the address, contact details and a placement pin pointed on the localised map. The information is grouped to help enhance convenience for the searcher to find and compare different businesses.
Reviews
The new organic result with local business features links to review sites which feature their business. Most interesting is in some cases a customer reviews quote appears below the address and phone details. Not only is the result a standout compared to the rest of the organic results, the review reinforces quality and customer satisfaction.
In addition to the links and occasional review comment, a star rating on the right-hand side of the search result for those with high volumes of user reviews providing an average on the reviews collated by Google. The addition of these visual features again assists the user to find the desired result based on popularity and trust, in the case of the example a place to grab a good pizza from.
Sponsored Results
The first result also bears a stronger presence on the page with an arrow pointer at the front of the result, enticing the user to click as the most relevant result available, in the case of poor quality score sponsored results an the most relevant organic result would be pointed out by the arrow.
The SEM results appear predominantly on the right hand side of the results page. Where a Place Search and Map is present, the sponsored results sit below the Google Map plotting the relevant businesses on the map. The new position for sponsored search could dramatically affect the volume of searchers clicking through sponsored results.
It seems apparent that Google are placing a greater emphasis on the location aspect and increasing relevance by providing local search results to the user. Place Search follows on from Google mantra of delivering highly relevant results which lead to quality clicks and improvement in site engagement, as well as improving the overall user experience to help locate the best results and save time.
What Should You Do?
To be in a good position businesses will need to ensure a strong presence on review sites, they prominently include their business contact details on their website and make sure they are being recognised locally by Google with a business listing to increase the relevance and prominence of their result on the organic search results.