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  1. #1
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    New 3 Pack Click Test Study! See where potential visitors are clicking

    With the big shake up last week over local results SEO's need to start thinking about how they can optimize for these new results.


    CLICK STUDY: THE NEW 3 PACK & WHERE USERS ARE CLICKING

    With all of these changes to local listings and so many more variables we decided to conduct a click test study to find out where potential website visitors are going to be clicking now. Will users even click the local result box? If so, where in the box will they click?

    To start getting some data in about how this will affect user behavior we ran a click test study where we recorded 200 different responses from a test audience. This data acts as a gateway to future, more sophisticated studies we will be doing on this.
    Head over to The Juris Digital Blog to read more.

    What are your thoughts?
    Casey Meraz: Local Search Nerd, Moz Local Search Raking Factors Contributor, Speaker at SMX & Author of How To Perform The Ultimate Local SEO Audit.


    Twitter | G + | Founder of Juris Digital & Ethical SEO Consulting

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    Re: New 3 Pack Click Test Study! See where potential visitors are clicking

    Just read it. Very interesting. Can't wait to see more results in the near future.
    Scott Rawlins - Find Local Company in Atlanta GA
    Follow Me on G+

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    Re: New 3 Pack Click Test Study! See where potential visitors are clicking

    Awesome information and analysis Casey!

    I'm not surprised organic got more clicks. But in that one example organic was on top too.
    Wonder what happens in cases where the Local Stack is on top?

    And I totally agree with your summary about where to focus your optimization efforts now!

    Thanks so much for sharing here and at the Pro Community, Casey.

    What do you guys think? Any surprises???

    Linda Buquet .:. Forum Founder, Google Local Specialist

    If you benefit from advice here... Please pay the community back by sharing on social OR helping someone else at the forum. Thank you!

    Don't Miss Important News & Tips! Subscribe to Daily Email Digest Here

    Note: Due to mulitple RSI injuries, pardon short replies. Typos? Blame it on "Dragon".

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    Re: New 3 Pack Click Test Study! See where potential visitors are clicking

    Thanks, Casey

    Very helpful information - always love the heatmaps

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    Re: New 3 Pack Click Test Study! See where potential visitors are clicking

    I was interested to see the examples of the actual listings as they are displayed in Google.

    Down here we are seeing a slightly different display in the local listings and this is what I'm seeing for a listing that impacts several of our clients.

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    Re: New 3 Pack Click Test Study! See where potential visitors are clicking

    Hi Stuart, that's what we call a "Snack Pack".

    Food and lodging listings have been like that for some time now. 3 pack with those specific features and that type of display.

    What's new is that all local industries now have three pack but industries outside of food, lodging and entertainment have this new style display that's slightly different. So search in your area for City Dentist or City Plumber and I think you'll see the new style we are talking about, because it went worldwide as soon as it was released into the wild.

    We've been calling this new style that is not a Snack Pack a "Local Stack" or at least some are. We've been trying to standardize on a name.
    Linda Buquet .:. Forum Founder, Google Local Specialist

    If you benefit from advice here... Please pay the community back by sharing on social OR helping someone else at the forum. Thank you!

    Don't Miss Important News & Tips! Subscribe to Daily Email Digest Here

    Note: Due to mulitple RSI injuries, pardon short replies. Typos? Blame it on "Dragon".

  7. #7
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    Re: New 3 Pack Click Test Study! See where potential visitors are clicking

    This is very interesting. Thanks for sharing! I am particularly interested in seeing if Google changes the Location Insights reporting in the GMB dashboard. How will they attribute the additional clicks that are required to access the address and phone number information. Will those be considered "profile views"? I can't wait to dig into the numbers

  8. #8
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    Re: New 3 Pack Click Test Study! See where potential visitors are clicking

    Very nice Casey! I am seeing a lot of these packs have a full page ads above the fold on mobile before map below the fold. Cool to see strong percentage click on "more" local listings. Organic not surprising. High ppc clicks also not surprising with ads dominating above the fold.

    Sent from my SM-G900V using Tapatalk

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    Re: New 3 Pack Click Test Study! See where potential visitors are clicking

    Casey, that's a really interesting test. It would be great if we could compare results with a previous case study - I am especially interested in the rise of the paid ads CTR, which according to your survey amounts to 29%.

    I took the liberty to compare those figures to the past year's study conducted by Mediative. It noted a CTR on ads of only 4.2%.

    The increased number of right sidebar ads above the fold along along with the minimized non-commercial content above the fold due to the inserted map in SERPs, must be the key factors triggering this harsh redistribution of the online user's attention.

  10. #10
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    Re: New 3 Pack Click Test Study! See where potential visitors are clicking

    Here is another study from Nifty Marketing with more heat maps and great data.

    Another New Local 3 Pack Click Through / Heat Map Study - Mike Ramsey
    Linda Buquet .:. Forum Founder, Google Local Specialist

    If you benefit from advice here... Please pay the community back by sharing on social OR helping someone else at the forum. Thank you!

    Don't Miss Important News & Tips! Subscribe to Daily Email Digest Here

    Note: Due to mulitple RSI injuries, pardon short replies. Typos? Blame it on "Dragon".

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