MomentFeed Study: Second is First with Google My Business
The #2 Spot in Google 3-Pack Search Results Outperforms the #1 Spot for Clicks
MomentFeed, the leading provider of Proximity Search Optimization™, today published new research that quantifies the marketing value of a top-three spot in the Google 3-Pack for multi-location consumer brands in industries like, retail, restaurant, banking, mortgage lending, and insurance. The term “Google 3-Pack” or “local search pack” refers to the first organic results consumers see in response to a search query with local intent. When a search is deemed locally relevant, a grid called the Google 3-pack appears above the organic results and is visible on a smartphone without scrolling.
“Meeting customers where they are by optimizing for mobile-local search means more foot traffic and online conversions, and ultimately more sales for multi-location brands,” said MomentFeed CEO Nick Hedges. “Our latest research not only underscores the importance of securing a spot in the Google 3-Pack, it also uncovers the surprising fact that the number two position is more impactful than the number one spot in increasing clicks and other actions that lead to online conversions.”
To find out how valuable a top-three spot is to a brand’s visibility and engagement, MomentFeed analyzed the performance of more than 350 brands and 25,000 business locations, and fielded a rigorous consumer survey regarding consumer preferences and choice when presented with a 3-Pack. The results shed light on important steps multi-location brands can take to better optimize their proximity to millions of potential customers. Among the key findings:
SHOWING UP IN A 3-PACK MEANS SIGNIFICANT GAINS
The average Google My Business listing saw a 404% increase in total views and a 113% increase in clicks or actions when ranked in the Google 3-Pack.* Each type of action saw a significant lift:
- Click to Directions (88%)
- Click to Call (76%)
- Click to Location Website (76%)
The lift in Click to Directions suggests that the 3-Pack is particularly valuable for attracting high-intent consumers looking to visit a business and make a purchase. It also indicates that consumers are getting enough information from the business listings to make a decision without needing to call the business or visit its website.