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Understanding Google My Business & Local Search

SCrolling Local Brand result

I have been seeing a test of a new Local Scroll Pack result when logged in on my iPhone and using Safari. There is a different style presented for retail/restaurants than for service business. Brand packs have a slight variation as well.

In the brand results, there is the card style scroll pack below the ability to follow or learn more about the brand. However when one of the query suggestions is selected then the photo style result is presented. The net result of this proximity is that the user is immediately presented with competing alternatives. 

It is interesting the obvious and highly visible call to action to “follow” the brand.

This is the view of this new look when a multi-location brand is queried:

It is interesting that this new Brand Scroll Pack is being displayed and obviously tested simultaneously with a segmented display that splits the results of a typical, single location brand search into multiple segments in the results. See Joy Hawkin’s write up on the Local Search Forum.