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Understanding Google My Business & Local Search

Local Scroll Pack Spotted on Retail, Restaurants & Professional Service Searches

The Local Scroll Pack, first spotted last week, has now shown up in a greater range of categories including retail, restaurants, ERs and lawyers. Last week the new pack design  was spotted in searches for the moving companies, HVAC, locksmiths and garage door companies. 

In retail and restaurants the Local Scroll Pack includes large image thumbnails and included 5 results in the right to left scroll. The restaurant Scroll Pack included NO calls to action in the first view or second views. It required a click to the profile in the Local Finder and then another into the Business Profile to call or get driving directions. 

The lawyer Local Scroll Pack, like those for service area businesses, did not include images. In these however, the only visible call to action without visiting the Local Finder, was a click to call option.

The retail/shopping oriented Local Scroll Pack, like the restaurant result required the user to click twice to get through the Local Finder and into the Business Profile (Knowledge Graph) before being presented with any call to actions.

Obviously, this is being tested and retested across multiple categories. The frequency of the test across these many categories implies that the feature is being prepped for release. How soon and with what changes, we can’t know. 

Here is a an Gif of the the full interaction with the retail Local Scroll Pack where I scroll down the full screen and then back up before entering the Local Finder. As a note, all searches were performed on my iPhone while in Chicago.