For consultants, freelancers and business owners, if you use Google as a way to bring in leads for your business in the form of SEO you already know that the landscape changes and will continue to change. You deal with major algorithm changes, shifts in local user experience, even the changing of names i.e. Google Places, Google+ Local and now Google My Business.
It should be no surprise that things change, and today we have one of those changes that impact MORE THAN HALF of those ranking in the local pack, are no longer ranking.
7-Pack Changed to 3-Pack in Local Results
Mobile already changed a while ago and since mobile continues to rise and won’t be going anywhere it only makes sense for Google to implement this with the Desktop searches as well. A more responsive design I suppose. It isn’t shocking but it also isn’t helping small businesses.
Google cares about Google.
With a 57% reduction in visibility for local searches that used to display a 7 pack, there is no doubt that this will hurt those businesses that were ranking.
Why is this a big deal?
First, lets be clear. This is not an algorithm change and any variance in rankings or lost rankings is entirely unrelated. This is a user experience change and it makes sense for Google.
You’re not penalized, there isn’t an algorithm change (though there are rumors of one happening in the next couple days), this is just Google being Google.
However, this is a big deal because like I said 57% of businesses lost their 1st page pack visibility.
Here’s an example of the new pack for the search term Plumber chicago il:
What is notable is of course the 3 results, but also the fact that no phone numbers are accessible in search. On mobile searches you can of course hit the call button which is good for user experience but desktop searches don’t have that luxury and will undoubtedly impact the calls businesses will get in the pack.
I have to wonder, why Google would make this update WITHOUT reducing the prominence and signals from businesses that manipulate local search by keyword stuffing the Google My Business, business name.
Why This Is ACTUALLY A Good Thing
If you read the comments at Linda Buquet’s LocalSearchForum or the comments of the SEroundtable post by Barry Shwartz, you would think it’s all doom and gloom.
Obviously people are upset by the changes, but this is the path we chose. Is Google really giving the middle finger to local businesses?
Maybe… or is Google just furthering the death of Google+ Local?
But instead of believing this is the end of the world and the beginning of “pay to play” with Google, I think it is obvious that this presents more opportunity.
SEO consultants AND small business owners should be happy about this change.
Do you know my thoughts? This reduces my clients competition in the first page of local results by 57%. This makes it more difficult for less knowledgeable SEOs and SEO companies to get in the top 3, whereas pretty much anyone could get in the 7 pack for any term, any location. In fact, there has NEVER been a keyword or location that I couldn’t rank with only on page optimization. I’m talking, dentists, doctors, lawyers, chiropractors, plumbers, new york city, LA, Miami, Chicago..
This increases the importance of having a website that can convert traffic into phone calls and leads.
Local SEO has never been very difficult, just different. The most difficult part of Local SEO is the misinformation proudly touted around in forums and below average courses with dated information from pre-2010.
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How To Use This To Your Advantage
If you are a business owner, B&M location or ranking in the pack you can certainly use this to your advantage because being in the top 3 you will see an impact in local search market share. This is good for you, as long as you’re ranking. If you’re using a less than competent SEO company or service, that may not be the case, however following a few posts made on THIS blog can probably help you beat out the majority of your competition.
See:
Top 50 Citations for Local SEO
Ultimate Guide to building citations
How I ranked a site in 20+ cities, 60+ keywords with on page optimization
And of course, the free local seo training webinar.
Now… for SEO’s and Consultants…
Instead of complaining about this, you can use this to establish your authority, and get more clients.
Overnight, 57% of businesses lost their page 1 local rankings. It’s going to be a tough problem for the SEOs that are currently handling their account. That “More Results” button is your friend.
What people did before when prospecting was going to page 2 and 3 and find companies ranking far below the cutoff to see if they would be interested in their services. Now, you have those that are ranking between the 4-7 spots that are likely using an SEO company and no longer getting the results they wanted.
You have an increased chance of these companies being qualified as buyers, as well as qualified as someone with a “NEED” for your service.
Seems like a great opportunity doesn’t it?
It’s not just an opportunity for SEOs though, it’s an opportunity for web designers.
The reason this is an opportunity is because phone numbers have been STRIPPED from the results. This means that the website plays more of a role in conversions than it ever did before. Poorly designed websites, websites that aren’t converting are missing out on a lot of conversions.
It’s amazing how many websites don’t have clear contact information or phone numbers plastered all over the front page, even when they have excellent rankings and traffic. How many leads are they missing out on? These targets can probably have a 300% ROI in the first month of having a new website that’s optimized for conversions. That makes it a no brainer, doesn’t it?
Bottom Line
This isn’t something to be concerned about, it’s something to be happy about. The opportunity is there for those that are willing to see it instead of dwell in negativity.
Pretty much any change, whether in Google, SEO, Marketing or life in general will have people afraid, and thinking the worst. The winners are always the ones that see the opportunity in what others see as instability.
Which are you? Let me know in the comments below!
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Awesome post Nathan! I think this is a great opportunity for those businesses who understand how important that 7 pack really was. And the issue with not listing the phone numbers? Wow…time to get some new website clients 🙂
There’s ton of opportunity here! What a great way to do prospecting and talk to people you can pretty much assume are already qualified leads. Thanks for the comment Jim, happy hunting!
Great post.
This has certainly opened my eyes to new opportunities.
Kudos for such a clear & instructive post.
Thanks for the comment Michael!
Its always good to see opportunity in chaos ( I think Confucius said that – lol)
With that – when you google San Francisco Plumbers – – I think you might be seeing the next step in the evolution of Google local places – a paid lead generation model very similar to home Advisor – but “endorsed” by Google.
Google is, after all, a public company looking to maximize its revenues while still providing the best user experience.
They are swapping those top 3 spots – usually reserved for Adwords – to this new service – still in beta – so I imagine they believe they can sell the lead 3x and get more revenue than one click.
Notice that “san francisco plumbers” – has no local pak – and 6 of the 10 results are directory sites – top 4 yelp!!! –
Is this the future of local search?
Your thoughts, Nathan?
You bring up an excellent topic and I’m not sure I have enough to go on without more data but it makes sense. Amazon is in the game of selling local leads now, so it makes sense Google would also get in on it.
Yelp shows top 5 organic for me, but it’s also important to note that it is San Francisco and Yelp typically does dominate organic in SF bay area. Nevertheless, very interesting. Perhaps later on would make a great blog post.
Very, very interesting. I wonder if the top 3 spots are tracking numbers or direct phone numbers?
It DOES look like Google is not tracking the phone calls of those listings, but maybe charging for top 3 placement after they go through an approval process. Very interesting, thank you Bill for bringing that up, lots to think about and study!
My understanding ( can’t remember where exactly I read it this morning) is that they are not charging for placement per se – but for the leads themselves ( via intake form) and then sent to several plumbers concurrently – the HA model
https://support.google.com/ads/answer/6242672?hl=en&ref_topic=6250184
From a quick read – it seems like – from the plumbers perspective – it gives Google a lot of power – more than just a conveyor of ads.
I’d assume that’s what they would have to do as well as charge per call. If you look at the San Francisco top 3, the numbers listed are not tracking numbers so it seems like they would have to charge for placement for the time being.
How it unravels will certainly be interesting.
Hmmm…I have a client that’s told me that one of his competitors passed away a long time ago and the guys son works for someone else, yet they’re still in the top 3. How would that work if they were selling the leads?
Well from what I gather, they aren’t going to sell leads directly but selling the position/placement for those that go through their qualification process. So if the SERP you’re talking about gets replaced by this, then that listing will definitely disappear.
Once again awesome post Nathan. Do you think Google will eventually add the phone numbers back on Desktop searches? Seems like removing it would actually hurt user experience.
I agree with you. However, Google said content will always be more important than user experience and that’s essentially what Google is doing. They’re making you find the content within the Google property. It does seem contradictory to what they’ve done with knowledge graph though.
I would have to think that they would need to put the phone numbers in desktop searches but Google does what Google wants.
You’re my new favorite! This is exactly how I’ve felt about this change.. more opportunity. Sure change sucks, I hate change but if you don’t evolve with Google then you’re going to be obsolete in no time.
Thanks for the comment Derek. Whether you’re a small local business owner or someone offering web based services, one thing is certain… if you’re unable to change and adapt in the business or marketing environment, you lose. Opportunity is everywhere, not everyone can see it though 🙂
Great post Nathan. As far as the phone number not showing on desktop, apparently you have to click on the listing and it opens a ‘maps’ page with a pop up that has the phone number and the rest of the info, including reviews.
Hey Michael, Yeah I saw that. You would think it would be in the SERPs like before, that seems to me to be the most user friendly option. I can’t help but think there has to be more to this.
Great great post Nathan. Thanks for clearing it up, I think this has been helpful to many SEO here 🙂 Great job.
Thanks for the comment Andrea!
Nathan,
Perfect timing as usual! Thanks also to @bill b for the Google link.
Thanks Barbara! Glad you enjoyed it!
It’s great to see someone finally put a positive spin on this whole 3pack debacle — rather than complaining, people need to step into gear and do something about it! And you’re right about how this will bring out the best of the Local SEOers, maybe we’re reaching a turn where people will realize that paying $200 a month to YP isn’t going to do them any good!
Thanks for the comment Brian! There is often a lot of opportunity when other people see chaos. I guess most people have a tendency to overreact or think the worst but this is business, this is how we live and it’s the path we chose so we have to be prepared to deal with whatever comes our way!
Right on, I think I’m getting in at a good time. Stepping up to the plate. Lots to learn but I don’t have to “UnLearn” a lot of outdated stuff.