Last week, we saw Google updating the as yet not fully rolled out Scroll Pack with stronger and more obvious calls to action for user engagement.

This week I am seeing yet another, subtler, update; Google has added more and more colorful icons for each section of the Scroll Pack result. This is the second UI update since the Local Scroll Pack was first seen in late May. 

While that sounds inconsequential as I write it, on the mobile display it dramatically increases the visibility of the pack and is quite eye catching. Clearly Google is tweaking the Local Scroll Pack to drive engagement the Local Finder.

On non-restaurant searches, the suggested alternative categories show the bright, red Maps pin instead.

When the suggested alternative search categories are expanded, the Local Scroll Pack becomes a rainbow of seductive color. With the first rollout, I worried that users would not interact with the local listings as frequently. But, while we await full rollout, this weeks and last’s upgrades have made the new Scroll Pack highly visible and likely to increase user interaction.