Date / Time

 

Ads

News by month

News Categories

Link to us

Link to us

Ads

Subscribe

Search Promotion Data

Ads

News by month 2019

Latest News

Ads

Ads

Deep Dive into the Elements of Google’s SERP: Local Listings

on 03 Oct  Posted by Admin  Category: Search Engines  

by Rebecca Maynes
http://www.mediative.com

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.

The ability of the local listings packs to attract and hold attention, and win clicks, is very dependent on:

a) its location on the search results page, and

b) the nature of the search query.

When the local listings box is above the organic listings, it garners significantly more attention and clicks than when it is below the organic listings:

Local Listing Box Above Organic Listings:

  • 18.5% of time spent on the pages was looking inside the Local Listings box.
  • 76% of participants look at the Local Listing box.
  • 11.5% of page clicks were to the local listings.
  • The top organic listing (below the local listings) garnered 30.5% of page clicks.
  • The top two organic listings garnered 45% of page clicks.

Google SERP local listings


Local Listing Box Below Organic Listings:

  • 13% of time spent on the pages was looking inside the Local Listings box.
  • 38% of participants look at the Local Listing box.
  • 6% of page clicks were to the local listings.
  • The top organic listing garnered 41% of page clicks
  • The top two organic listings garnered 53% of page clicks.

Google SERP local listings below organic

The nature of the search query affects the attention and clicks that the local listings box gets

  • Organic listings for big name classified sites, or comparison or review sites captured more attention and clicks than the individual websites located in the local listing box in searches for hotels, apartments and accountants. This shows the desire of searchers to choose a website that is going to give them lots of choice (craigslist, kijiji, yellow pages, Toronto.about.com) and reviews (tripadvisor, hotel comparison sites etc.).
  • In a previous study by Mediative we learned that convenience is a key factor in making a decision to solve an immediate-gratification need, and distance plays an important role in people’s decision to choose a business.
  • Local listings, and the corresponding right rail map, captured significantly more attention when the physical location of the business was more important to searchers than choice, comparison and reviews such as in the search for a home store.
  • Star ratings had some impact on whether or not people clicked on a local listing (local listings with stars only captured 6.74% of the clicks to these pages), but positi