Posts Tagged ‘Local Carousel’

The Biggest Change Surrounding Google’s Local Carousel That No One’s Talking About

Wednesday, June 19th, 2013

Yesterday I shared some insight regarding what you need to know about Google’s local carousel.  Over the last 24 hours or so I have been observing various results I come across, looking for differences, changes, etc.  And then earlier this morning something major stood out.  A change that came with the local carousel that no one seems to be talking about, yet it has a major impact on local businesses.  Look closely at the image below. Do you see anything missing?

Google Local Carousel results for sushi in Los Angeles

If you said ads, you’re right.  Strangely, with the launch of the local carousel Google appears to have cut out a chunk of revenue for itself as well as some prime paid real estate for local restaurants.

What’s interesting about the change however, is that this only appears to be impacting restaurants and night life.  Searches for hotels still display ads from the big players both below the carousel and on the right hand side, as you can see below.

Google Local Carousel results for hotels in Los Angeles

When I first ran some test queries they were in Corona and Costa Mesa.  Since I wasn’t very familiar with the restaurant search space I initially thought that maybe there just wasn’t enough PPC competition in the area.  So I decided to take a stab at Los Angeles, after all someone in L.A. has to be dumping some cash into showing up at the top of the search results for sushi.  Again, no ads.  So I head over to AOL and ran the same query.  Thankfully it doesn’t appear that all the sushi restaurants in Los Angeles have pulled out of paid advertising, Google just isn’t giving them any love in their search results. But why the change?

I have a few theories about this.  The first, Google slipped up.  Perhaps this is just glitch and the feature is so new that nobody is going to notice until the payments from local restaurants stop rolling in to Google at the end of June.  The second, Google’s got something big and paid planned for local businesses.

The reason I suspect something big and paid is in the cards is that this is the second product in the last few months with local flavor that has been unusually ad free.  First, the new Google Maps rolled out sans the search listings and ads.  Now, certain queries in the local carousel remove ads completely.  This creates a prime opportunity for Google to release a new paid advertising product aimed at local businesses that integrates with the new systems.

Ultimately only time will tell what Google’s end game is, but if you’re in the restaurant or nightlift space and you were throwing money into paid advertising, chances are your bill is going to be a bit smaller this month.

What do you think of the change? What do you suppose Google has up its sleeve for the restaurant and nightlife market?

 

 

 

Google Officially Launches the Local Carousel: What You Need To Know

Tuesday, June 18th, 2013

Like Bigfoot, Google’s Local Carousel had been seen in the wild but aside from random sightings no one could verify it’s true existence.  That is, until today.

Earlier this morning, Google made an official statement about the update on its Google+ Page confirming that the “carousel” was in fact real, and was rolling out to English local search results in the U.S.

The initial tests I have run, along with observations from other local SEO’s seem to indicate that at the moment these results are only appearing for restaurant, nightlife, and hotels.  My take is that it is currently limited to verticals that people tend to want to get quick “on the go” results for.  This may be why many people first started noticing these results on mobile devices as far back as December.

Local Carousel for Mexican Restaurants in Corona, CA.

Jade Wang, the Community Manager for Google+ Local, offered more insight into the update with advice for businesses wondering how they can benefit from the update in a post in the Google and Your Business Forums:

How can I get my business to show up in the carousel?

While we can’t guarantee inclusion in search results, we can say that the carousel will show results from listings in Google Maps using categories. Just as in regular ranking, Google’s algorithms take into account many factors to select the places and results that are most relevant to the user. This algorithm based approach is also used to decide which businesses are in the carousel.

Why is this feature only available for some business verticals?

We’re committed to providing users a high quality search experience for every query. The carousel filtering experience is a good fit for some categories of local businesses. We will continue to experiment with different designs and interfaces to make sure that users get the information they’re looking for, fast.

My business is on the carousel, but I’d like to change the photo. How can I do that?

The Google business listing is one of several sources we use for the photos in the carousel, and making sure high-quality images are posted to it will help improve your photo. However the image selection, like the actual ranking of businesses, is primarily decided by algorithms and so we can’t guarantee complete control over the image.

What You Need To Know, TL;DR

  • Currently the local carousel is limited to certain queries and verticals
  • Like organic and local search results before them, carousel results are generated via the algorithm, as are the photos selected for the business
  • The number of carousel results you get in your search results is determined by your screen size.  My 19 inch Dell monitor at 1280×1024 gives about 10 listings, as you can see in the screenshot above.  However, at the office I was getting upwards of 15 listings on a higher resolution widescreen monitor.
  • The rating system for carousel listings use the Zagat rating system, and not the recently announced star ratings.
  • The type of information provided by the carousel will vary based on query
    • Food related queries provide a photo, name, Zagat rating, number of reviews, type of cuisine and price range
    • Hotel and nightlife queries provide photo, name, Zagat rating, number of reviews, and address
  • When you hover over a carousel listing the pin on the map for that listing will get bigger, however hovering over a pin on the map does not provide any visual representation in the carousel
  • Clicking on a carousel listing will take you to a branded search for the business with your currently detected, or selected location tacked on.  (e.g. When I click on Miguel’s Jr in my example above it goes to a search for “Miguel’s Jr Corona”) Managing your reputation and your branded search space just got that much more important
  • The carousel will remain at the top of the page regardless of what listings in the carousel you click on. Clicking on the carousel result you are currently viewing results for will return you to your original query results

Update: Hat tip to Alicia Celeste for pointing out to me on Twitter that you can also generate a carousel with queries for ‘colleges in ____.’  She has apparently been seeing the carousel for these queries for the last six months.  What’s interesting about this carousel however is that it doesn’t necessarily focus on local, in fact the heading on the carousel reads “Universities frequently mentioned on the web,” as opposed to “Universities in…” the way the local carousel does.  If available these queries provide you with the school logo, the name of the school, and the school’s location.