Analyzing the Effects of the New Google Local Pack
Date: September 7, 2015Category: Author: David Hall
Early last month, Google rolled out its new Local Search results display. Instead of displaying 7-packs at various positions on the first page of a search it interprets as a local search, it now displays a 3-pack, boxed in such a way as to make it a little more prominent, and with the link inviting you to view more maps results phrased to be even more inviting than it used to be. See our post on these Google changes to see before-and-after screen shots. Those who click through to see more maps results will see 20 local businesses displayed.
We have seen studies published since then analyzing searchers’ reactions to this, but none of these were hitting the question we felt was most critical for our clients. Here is a link to one of these studies on the impact of this new Local Pack. Let me point out what I see as the deficiencies in this rather simple screen-shot study.
First, at least for our business, this is more involved than just the question, “Where will you click first?” Our research shows that when people are searching for a dentist, they will typically investigate two to five websites, depending on exactly what type of dental care they are looking for.
Second, giving a screen shot of the entire first page of results isn’t a valid choice. Your computer screen won’t ever deliver you that image.
Third, the results approach being a no-brainer. In each screen shot, this author found that the most clicks by far were on the first general search result, below the local pack. Of course it would be great to be there. Who is going to argue that it wouldn’t be worth a lot to be the top general search result? The rest of the clicks were evenly split between the paid ads and the local pack.
Here’s what we did. We showed 37 prospective dental patients who were searching for a dentist an actual view of the search results for Phoenix dentist on their own computer screens, and then we had a simple question: “Say you weren’t satisfied with what you see in front of you. As a next step would you scroll down the screen or would you click the link that says, ‘More dentist.'”
Our results—32 out of the 37 would click “More dentist” rather than scroll down the page. Their reasons were varied. Some wanted to see the reviews stars. Some wanted to see the map because it would display the location of the dentist. Others felt that the general search results would be including websites that weren’t dental practices—Yelp, dental information sites, or whatever.
Admittedly this is too small a sample size to get a precise percentage for a result, but we are getting a rough idea of what people will do. And the impact of this is huge for our business. If you are below the fold on the first page of Google’s general search results, you are now approaching invisibility. Only 14% of searchers will even see your link and far fewer will actually click on it. This means it is far better to be #12 in Google Maps than #8 in general search.
So, for our clients, if you want to be in that group of two to five websites that prospective patients will view, of course your best position is to be above the fold on page one of Google. But, lacking that, you want to be on the map.
Leave a Reply