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Understanding Google My Business & Local Search

Knowledge Panel – Down the Hotel Rabbit Hole with Google

kp-with linkGoogle is leaving no stone unturned in their effort to find new ways to 1)show ads and 2)redirect users back to Google properties to see those ads.

Brad Brewer of Brewer Digital Marketing originally shared this screen shot on G+ showing the addition of a link to Google’s hotel search from the Knowledge Panel on geographic city based searches.

This link of course returns an ad laden search result which takes you to the Google Hotel Local Stack, which if you click takes you to the Google Hotel Booking Page which if you click takes you to a Branded Search Knowledge Panel Booking page for a given hotel.

Talk about going down the Google rabbit hole… not a web link to be seen through most of this process except of course back to Google or to an ad. I think that the engineers at Google have in fact been reading Alice in Wonderland:

“Would you tell me, please, which way I ought to go from here?”
“That depends a good deal on where you want to get to.”
“I don’t much care where –”
“Then it doesn’t matter which way you go.”
― Lewis Carroll, Alice in Wonderland
“As long as it’s back to Google”
– Larry Page

Google’s new motto: “What good is knowledge and all those facts if they can’t be monetized?”

Imagine some of the possibilities. Google could sell Disney tickets ads on the SeaWorld KP, they could sell t-shirt ads on the Bono one and heck maybe they could entice a Canadian pharmacy to sell drugs on the Knowledge Panel for US insurance companies. The possibilities are endless.

Start with a search for any big city (San Jose in this case):

kp-with link

Here is a tour of where you go once you click that link:

….. First Stop: you will be taken to this page where you can click on an ad or the Local Stack where not a link or phone number is to be seen (except of course in the ads): —>
Screen Shot 2015-03-02 at 9.43.09 AM

….Second Stop: If you think you will find a link or phone number here you are mistaken… (goto Jail, go directly to Jail, do not pass go – sorry for mixing metaphors) —>
Screen Shot 2015-03-02 at 9.29.28 AM

…..Ah, finally (last stop) a phone number and a web link…. although not quite as prominent as the booking tool….—>

Screen Shot 2015-03-02 at 9.29.42 AM