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.

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.

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 position within the local listings box seems to have more impact than star ratings. On average, within the local listings box, the top 2 local listings got 45% of the clicks and 51% of the total visit duration.

1. Google Local pages are directly tied to the appearance and position in a local search query. Correct business name, address, phone number (consistent across all web properties), star ratings, and reviews will help to ensure your business is listed.
2. Having an off-site link strategy is just as critical for local SEO, as you cannot be sure if the local listings box is going to be listed above, or below the organic listings. Be listed in directories, ratings and review sites, blogs, local listings etc., and link back to your website.

To learn more about Google’s new SERP, and the effects of the new listings elements on searcher behaviour, get our latest research: “The Evolution of Google Search Results Pages and Their Effects on User Behaviour”


About the Author
Rebecca Maynes is Mediative’ Marketing Communication Specialist, focusing on Demand Generation Communications. Using her expertise in creating and compiling engaging content, she captures and nurtures existing and new leads through the marketing funnel. Rebecca is responsible for the creation of Mediative’s monthly eNewsletter, case studies, and cheat sheets, and she also plays an integral role in whitepaper and eBook production. Rebecca began her career with Yell.com in England, and, after emigrating to Canada in 2005, she has gone full circle, joining Mediative, a Yellow Pages Group Company, in April 2009. Prior positions include Marketing for a B2B Software company. Rebecca graduated from Cardiff University in Wales, UK, with a First Class Honours BSc in Business Administration.