by Rebecca Maynes
These results are taken from Mediative’s latest research “The Evolution of Google’s Results Pages and Their Effects on User Behaviour”. For more background as to the purpose behind the study and methodology, download the full study, or read the first blog post in this series.
In our 2014 Google SERP research, we did not see as much interaction with the local listings as we would have expected. This could partly be attributed to the fact that these searches were being conducted on a desktop computer. Even though we told participants to “imagine” they needed to find a local home store, the reality is, we cannot replicate the exact behaviour. It is more likely that a local search such as this would be conducted on a mobile device, in which case the mindset and environment of the searcher is very different. Either way, the results are still noteworthy.