First it was ten, then it was seven, and as of today, it’s now three. Google has taken a scythe to the Local results pack in its SERPS and appears to now only show three results.
Anyone who operates in the local space will be concerned by this change as it marks a major change in the space available on SERPs. The screenshot below shows a local result from Scotland for [glasgow distillery] in which the three-pack is clearly visible:
Why are Google doing this? Simply, we don’t know for sure, but we do know extensive testing has been taking place on the layout of these results, and the new layout does (to a certain degree) resemble that on tablet and mobile devices, so perhaps it is all being done in the name of a more unified user experience that encourages more users to click (or tap) through to extended listings.
There’s also an argument that limiting the available places increases competitiveness and will encourage local businesses who are pushed out of the three-pack to place Ads to recovered lost visibility and traffic.
Alongside this, there is of course the ongoing confusion around Google Local listings, how they are organised and ranked, how exactly organisations can improve their positioning and gain more traffic. Looking at the three results in the map above tells us little about how results are selected other than by geography – two lack reviews entirely and aren’t even distilleries, unless of course Blythswood Square has changed considerably since I was there last week.
Time will tell.