Google 7-Packs Out & 3-Packs Are The New Normal

google7pack

Notice a difference in your phone volume?  Online inquiries?  A Google Search Engine Results Page (SERP) change may be responsible.  About a month ago, Google – in an uncharacteristic sweeping change – rolled out a new 3-pack format for the map listings, almost instantly replacing the well-known 7-pack format.

google7pack

Notice the differences?

  1. Phone number and click to call (on desktop search) is gone.  Mobile users can still click to call.
  2. Full address is gone – it now only displays a street address and not the city.
  3. No website URL displayed on either desktop nor mobile version.
  4. Business hours are prominently displayed.
  5. No link to G+ page.

So why the big change?

There are a few trains of thought here – some propose that it’s Google’s way of forcing you to utilize their paid search services.  There’s probably something to that.  Others, like Moz.com theorize it’s related to mobile search:

As mobile usage continues to grow higher and higher, Google has changed their desktop search results to appear more similar to the mobile-specific search results; the 3-packs fit perfectly on the screen for mobile users.

Regardless of what you search is for, it is those top three spaces that make up the screen real estate for a mobile user, along with the Google map that appears for some local queries. Google’s removal of all 7-packs brings desktop the same user experience as mobile users have been getting for some time.

https://moz.com/blog/google-local-snack-pack-shakeup

How does this affect me?

Well, if your listing is pretty well optimized and you’re already in the top 3 results – you’re likely to see a boost.  Of course if you are in positions 4-7, well, it’s fair to say your traffic could tank.

It gets better.  Or worse, if you haven’t been paying attention…

Remember how over the past three years I’ve been trying to get you to pay attention to your online reviews and build yourself a 5-Star Reputation?

If you’re in certain industries, your ratings are going to become even more critical.  Google has added an option for searchers to select only businesses that are above a certain rating, currently choosing from two stars and higher, three stars and higher, or four stars and higher.

restaurants in manitowoc

Again, from Moz.com:

With searchers faced with the option, it doesn’t take much to realize that of course users are going to be selecting the ones with four stars or higher. So while having good ratings has always played an important part in local SEO, for restaurants this should be at the top of the marketing priority list…

We also know that Google likes to test small before unleashing it everywhere. So businesses should anticipate that this star rating selection drop-down is going to appear for other local related searches (emphasis mine).

If you’re in the 3-pack:

Now’s not the time to be a slacker.  The market just became more competitive.  The 4 guys below you in the SERPs just became hungry.  Real hungry.  Now’s not the time to stop marketing.

top3

Getting into the top 3:

Most of the things that will get you ranked organically will also help here.  You’ll learn a lot of this by attending our webinars.  Oh, and getting good reviews.  Lots of them.

Questions?

Please help everyone learn by posting your questions or comments below.  Otherwise, just click the email icon at the bottom of this page and I’ll get back to you right away.

Local Marketing

Local marketing can be a challenge, especially if you’re entrenched in traditional thinking on the subject.  All too often, I’m approached by frustrated business owners that just aren’t getting results because they’re doing “what they’ve been told” – spending hundreds on “Yellow” or other flavors of directories, television, radio, newspaper ads, etc., etc.

Not that there’s anything wrong with that – and if it works for you, then by all means keep doing it. But quite often my clients haven’t realized that their customers have changed the way they do business – which means that WE have to change the way we attract THEM.

Walmart Does Local at Scale, a Look at Their New Marketing Strategy

With it’s new targeted marketing strategy and e-commerce initiatives, Walmart is primed to redefine retail in 2014.

Local Marketing Lessons From My Barber Shop

I looked around as I sat in the chair at the local barber shop. Suddenly, I had many useful thoughts about local marketing…

This lady’s a little excitable but if you can overlook the goofy attempt to be cool – there’s actually some great advice here.

Comments? Leave them in the box below.  Questions?  Just ask – visit the contact page.  ?

The post Local Marketing appeared first on Ken Ivey.