Steve Espinosa has some interesting preliminary research on the relative click thru rates of a #1 listing in the Local 10-Pack and a simultaneous #1 listing in organic. The organic listing showed 1.6x the click thru of the the Local 10 Pack listing. As it is preliminary research and only looked at click thru not call in or other measures of action, it is an important piece of research but doesn’t speak to ultimate customer action.
According to TMP’s Local Search Usage Study : Following online local searches, consumers most often contact a business over the telephone (39%), visit the business in-person (32%) or contact the business online (12%).
If one works out the combined math of the two studies (a not very reliable number I assure you), in the end the top local ranking would still provide more client contacts either via phone or in person than the organic ranking.
At the end of the day, Steve’s research can not be viewed as a reason to not focus on local but rather as a call to action on the organic side. I think he would agree that, in the excitement around local, you can’t forget organic’s power and that in an ideal world a business would use every tool available to them. However, many times, due to the nature of a business, a business may not be able to legitimately play in the Local space and their only recourse is to optimize their website for local phrases.
Another interesting outcome of Steve’s initial research was “the fact is that the majority of the users who got to the site via the natural link had resolution above 1024×768 and the majority of users who visited via the Onebox result had resoultion of 1024×768 or under.”
As Steve pointed out, this could be do the greater real estate visible to those with larger screens and thus greater visibility of organic listings above the fold. It could also, however, be due to the differences in font size with which Google represents the results. Steve has also done some interesting research on the value of visual authority and in this case the user might be attracted to the greater font size of the organic listing and wandered away from the smaller type faces presented in the 10-Pack. I have seen some recent heatmaps that seem to indicate that more users are moving further down the page when presented with a Local 10-Pack.
Great area for further research! If anyone has the heatmap info I would love to see it or if anyone is doing the research I would love to hear about it. Your thoughts? Does anyone have a recent heatmap?