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Google’s New Local Carousel: Where Will They Click?
The latest research to come out of Ethical SEO’s Search Laboratory- department of understanding everything we possibly can about the nature of search engines and user behavior- begins answering the newly minted questions surrounding the new local search carousel. First question to answer, “Where will they click?”
For this research, we used Usabilityhub’s clicktest product, and 102 respondents were given this prompt: You are searching for a nearby pizza place. Where do you click?
Then, they were shown this image:
People are clicking on the map, and this proves that the location prominence of the of the search is going to outweigh everything else. What does that mean for businesses? One action step is to make sure you have great reviews. Also, having a long tail keyword site content strategy is also going to be an important factor in showing up in as many carousels, and map results as possible. The organic results also cannot be discounted.
It is going to be interesting how user behavior changes over time. As people get used to this new product from Google, will they begin to choose to rely more heavily on the map’s ability to show proximity and relevance? Is that why people are clicking on the map?
If you have any insights or questions that this research has sparked…. what are they? Share them below.