In Google's continued search for the right balance between form and function, they are trialling a different layout for the main SERP results. The main item they are 'nip tucking' is local results this time. Specifically, how the map element and content in local listings is displayed to users. Best way to explain, is to show. So, here is a hospitality example:1. For a branded hotel search phrase, for example "hotel contessa", we see local listing content brought directly into the main user interface. Item 1 inside the screen shot is perhaps the most important update. If a branded search exactly matches, then Google now bringing in product imagery that before was only accessed by visiting the local listing itself - which was a click away. Now, thumbnails exist just underneath the map on the right hand-side. (Hint: Best make sure your best pictures are being used!) by default. No interaction needed. Item 2 is bound to appease the OTAs (online travel agencies). Recent 'GTravel' proposition related rumblings inside the 'plex have annoyed OTAs. Also, the fact that a couple of months ago Google stopped calculating review/OTA sites in their approach to ratings/reviews, we still see they've kept these links hanging around. The fact that Google in theory doesn't take much (or supposedly, any) notice to 3rd party review content - instead focusing on Google User Reviews - these 3rd party links still retain primary content in this new UI. (Money clearly talks still).
2. For unbranded searches such as this example below, we see less of a significant change. There are some subtle difference between the UIs on high level generic phrases such as 'san antonio hotels" versus "san antonio riverwalk hotels". The local listing for the longer phrase expands to include 2 line descriptive text, headline font is marginally larger than generic geo-sensitive search and headline text itself isn't the business name associated with the local listing account. It's more akin to page title description text (not that this is new by any means but pointing it out for those who never knew).
Of note, in this hospitality example of the UI changes, is the integration of the "travel Dates" feature. Interacting with this widget allows you to adjust the travel dates and updated rates for the revised date selections made. Now, why is that important? Google has now enabled users to shop rates between hotels without needing to go to maps where this feature traditionally was placed. So for the rate conscious user, this is a nifty results page feature. Rolling over the ads shows a roll-over with the main OTAs (Expedia.com, Hotels.com, Travelocity.com for the most part) with a link to the hotel website direct too. The hotel direct rates are (still) not introduced into the this roll-over and so assumed into any element of Google's pricing content. This is a longer standing issue and something I know many Revenue Managers aren't ecstatic about.
So, all in all, some subtle design changes, moving around of local listing content elements, different results based on context and geo-proximities, moving local listings around in random fashion in the list are the main takeaways.Mainly though, what Google are doing is bringing local content that was once behind a second click to the forefront and adding in the Travel Dates feature. As a firm that drives direct internet distribution for hotels and resorts, the one thing we don't like and have asked to see change is the rate-pulling from OTA's APIs and not those of the independent properties. It's been quite a while now that rates have been introduced into the content stream, but yet nothing to support rate provisions from non-global brands or OTAs. Shame.One thing you can expect to see is if your business is getting Google to do 360s and photos of your business location, you can bet it's going to end up in this updated UI. You can request your business photos here. Then on this topic, expect video and other content to work it's way over time into the front page SERP results we expect. On a side note, nothing on the mobile search UI front in these scenarios. That remains as-is for the minute.
In Google's continued search for the right balance between form and function, they are trialling a different layout for the main SERP results. The main item they are 'nip tucking' is local results this time. Specifically, how the map element and content in local listings is displayed to users. Best way to explain, is to show. So, here is a hospitality example:1. For a branded hotel search phrase, for example "hotel contessa", we see local listing content brought directly into the main user interface. Item 1 inside the screen shot is perhaps the most important update. If a branded search exactly matches, then Google now bringing in product imagery that before was only accessed by visiting the local listing itself - which was a click away. Now, thumbnails exist just underneath the map on the right hand-side. (Hint: Best make sure your best pictures are being used!) by default. No interaction needed. Item 2 is bound to appease the OTAs (online travel agencies). Recent 'GTravel' proposition related rumblings inside the 'plex have annoyed OTAs. Also, the fact that a couple of months ago Google stopped calculating review/OTA sites in their approach to ratings/reviews, we still see they've kept these links hanging around. The fact that Google in theory doesn't take much (or supposedly, any) notice to 3rd party review content - instead focusing on Google User Reviews - these 3rd party links still retain primary content in this new UI. (Money clearly talks still).
2. For unbranded searches such as this example below, we see less of a significant change. There are some subtle difference between the UIs on high level generic phrases such as 'san antonio hotels" versus "san antonio riverwalk hotels". The local listing for the longer phrase expands to include 2 line descriptive text, headline font is marginally larger than generic geo-sensitive search and headline text itself isn't the business name associated with the local listing account. It's more akin to page title description text (not that this is new by any means but pointing it out for those who never knew).
Of note, in this hospitality example of the UI changes, is the integration of the "travel Dates" feature. Interacting with this widget allows you to adjust the travel dates and updated rates for the revised date selections made. Now, why is that important? Google has now enabled users to shop rates between hotels without needing to go to maps where this feature traditionally was placed. So for the rate conscious user, this is a nifty results page feature. Rolling over the ads shows a roll-over with the main OTAs (Expedia.com, Hotels.com, Travelocity.com for the most part) with a link to the hotel website direct too. The hotel direct rates are (still) not introduced into the this roll-over and so assumed into any element of Google's pricing content. This is a longer standing issue and something I know many Revenue Managers aren't ecstatic about.
So, all in all, some subtle design changes, moving around of local listing content elements, different results based on context and geo-proximities, moving local listings around in random fashion in the list are the main takeaways.Mainly though, what Google are doing is bringing local content that was once behind a second click to the forefront and adding in the Travel Dates feature. As a firm that drives direct internet distribution for hotels and resorts, the one thing we don't like and have asked to see change is the rate-pulling from OTA's APIs and not those of the independent properties. It's been quite a while now that rates have been introduced into the content stream, but yet nothing to support rate provisions from non-global brands or OTAs. Shame.One thing you can expect to see is if your business is getting Google to do 360s and photos of your business location, you can bet it's going to end up in this updated UI. You can request your business photos here. Then on this topic, expect video and other content to work it's way over time into the front page SERP results we expect. On a side note, nothing on the mobile search UI front in these scenarios. That remains as-is for the minute.
