Some of you may have started to notice the convenient scrolling bar appearing across your local search results. If not – go search for pizza places (because pizza) in your city, then come back to us. Google has been serving us results with a new addition affectionately coined: Google Carousel.
What does the new feature entail for users?
Most obviously, it gathers images into a user-friendly row at the top of your local search results. This neatly displays the information you’re most searching for, making it immediately accessible. It also creates a visual impact when presenting the local businesses in your search inquiry.
As for now, we’re seeing the tool popping up most often in local searches, however it is expected that it will eventually reach out to other inquiries as we have observed when searching for SNL cast members:
This feature is good news for brand-specific search marketers. More than likely, Google’s Carousel will provide an increase in organic visits to brand sites, as well as an increase in location calls. Since the site for each brand is being served to you via the “first result” in carousel form, the click-through rate should increase with the new visibility.
According to an article in Miles, it’s important to realize this isn’t intended just for users, “This new layout is not just meant to be more helpful for users; it underscores just how important it is for a resort or hotel to claim its Google+ listing, encourage Google reviews and make certain its best visuals and most current information is in its Google+ listing.” Smart play by Google to self-endorse by pushing users to utilize more of its platforms.
Miles has also noted that the only way to appear in organic listings above the fold, is to end up on this carousel. “Local Carousel has become a property’s only real opportunity to be featured in these results without paid participation (such as Google AdWords).”
As with most things Google launches, we can expect tweaking and changes to appear to the Carousel we see currently. Where will we be seeing Google’s Carousel next? We see it with local searches such as: restaurants, bars, hotels, and resorts, cast members for movies/television shows, and even colleges. However Google is known for its expansions and changes, perhaps it will be useful for shopping results, and/or other marketing schemes?
Have any ideas on how Google might want to use it’s Carousel format? Have you established your Google+ listing and still aren’t showing up in Carousel results?
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