It seems as though Google are making local search a more import feature in SERPs. In the US the Google Map has been moved to the right hand column and it now follows the user when scrolling down the page. This could have major implications on internet marketing strategies, as it makes local results more prominent, and pushes down the paid ads. It is not yet certain however if this feature will be rolled out to the rest of the world, or whether Google is just testing a new layout.
Internet Marketing
If Google does plan to make these changes permanent, internet marketing campaigns will need to integrate local search with organic SEO and paid search to achieve a high listing. The results of the testing as noticed by eMarketing consultant Linda Buquet, are that the results are a better balance and blend of relevancy, and do not favour any one optimisation strategy. However, if a business has localised search phrases, this could offer the perfect internet marketing opportunity to capitalise on those search terms.
Local Search
The floating map allows more organic listings to appear above the fold and therefore allow businesses with a localised search interest to concentrate less on headterms and instead focus on optimising for phrases that will boost the relevancy in local search. The new layout also makes reviews a more prominent feature, which in itself could signify the changes are being made to meet the increasing demand of mobile search as Androids and iPhones become an ever more popular platform for browsing the internet.
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