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The development of local SERP’s produced a new turn last week as Google implemented a substantial change to their local business search results listings. The feature is poularly known as Google maps which allows users to search in an area, whether that be a city or town, for a specific service or product. Last week Google merged it’s geo modified search which is actually called Google places with the free SERP’s in order that more weight is given in the search results to businesses where their website has been both SEO’d as well as has an optimised entry on Google Places.
A bi product outcome involved in this transformation that has caused many marketers to be confused within the Online Consultancy world revolves around the fact that the Google Map related to a particular geo modified search is now located in the top right corner of the local search, removing highly lucrative real estate from their cpc paid advertisers who pay Google for each click.
Bemusement within the online world boils down to the fact where Google is a sprawling business which derives most of the company’s revenue out of Search result page advertising,about twenty four billion dollars per annum at the latest annual report. Hence the confusion is over why would they harm key to their business’s current profirability, especially as the requirement of it’s shareholders to recieve an eternal increasing bottom line and shareholder’s yield.
My take is that Google are trying to achieve 2 main things. Firstly it is a fight against some of their percieved competitors. Facebook seems to be one of those that has been hit by this implementation because a lot of their listings that did well have been lost or dropped much lower. Secondly it seems that Google are leveraging the desire amongst companies that use sponsored listings to raise the bidding war over the spots at the top left section of the local listing pages. This is a very prized location and so having advertiser outbid one another to reach the top is likely to increase sponsored listings revenue for google, and unlikely to lead to any reduction in costs per click for those sponsors that are positioned at the bottom section of the sponsored listings area rather competing for the top 2 spots in that section may equally generate another bidding war.
The big takeaways from Google’s new way are the importance of seo,that cpc’s could rise substantially and Google places is now vital to the SERP’s results of a website.
Hopefully you have found this commentary about google places in brisbane informative. If you are interested to know more about online marketing brisbane please click the link
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