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Yesterday Google formally announced some changes in the presentation of local results on Google.com SERPs. The right rail has been turned into a rich display of Places information, including links to interior business photography in some cases. It brings a great deal more of the Place Page into the SERP and will become a new focus for local SEOs. It also will virtually eliminate any right column ads “above the fold,” when the new SERPs appear. In the coming weeks, you’ll start seeing the improved local search experience in more than 40 languages.

Immediately below is a “before” image of the results for a query on the San Francisco restaurant “Gary Danko.” The Places content appears below the restaurant’s own sitelinks. There’s address information, some images and links to reviews. However much of the information is visually buried.

Now the “after” SERP, with the Places content moved to the right and organized more clearly. It’s a much more user-friendly display of Places content: hours, location, menu links and links to reviews. There’s also a quick link to directions at the top of the map.

Read More at SearchEngineLand



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