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.”
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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.
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