expertSEM

I came across the newest shift in the ever-changing, ever-mysterious search engine algorithms this morning—map listings are now displaying for general terms. This development has major implications for both advertisers and searchers alike. In the past, the search engines would display map listings based on search queries that contained some type of location information (e.g., city name, zip code, state, etc.). As of this morning, it appears that map listings are showing up based on IP address.

Google seems to be delivering these results most consistently; however, it is occurring with a few keywords on MSN (map listings display for “hospitals” but not “hospital”). To see for yourself, go to Google and type in “uniforms.” You will see a few organic results (I have not yet seen map listings rank above position four) and then the 10-pack that has become so familiar in geo-modified searches. If your IP address accurately shows your location (some IP addresses may indicate that a computer is registered in Minnesota, when in fact it is located in California), you will see map listings results for businesses within your community. Due to the inaccuracy of IP addresses, Google has included a “Change Location” link so that users can correct or modify the map listings if they do not receive precise results.

IP address-based targeting has long been an integral part of paid search campaigns, allowing advertisers to effectively reach more relevant audiences and bid more aggressively on high volume terms, but it never affected local search. This new SERP layout may greatly affect the way consumers find local businesses, and will either be extremely beneficial or quite damaging for search marketing advertisers.

Regarding consumers: Shockingly enough to us insiders, some searchers still do not know to geo-modify keywords when searching for local businesses. Now, that does not matter—they are still about to locate businesses within their community by simply typing in one single, generalized search term.

For advertisers: I am willing to wager that volume and CTR on general terms will decrease for paid search. This may drive up click prices, pushing advertisers out of paid, right into the open arms of organic and local search. Competition will then increase in these areas, demanding better management and savvier techniques. Additionally, it may cause Google to go “hyper local,” thus alienating any company that falls outside of a predefined area, even though the searcher may be willing to venture further to find exactly what they are looking for. On the brighter side for advertisers, specifically smaller businesses, they can now display on high-volume keywords without having to compete with big-budget, national brands.

As always, Google strives to improve the searcher’s experience and deliver the most relevant results in the quickest, easiest format. They are continually playing around with their SERPs and tested these same results last year, but did not implement them permanently, for unknown reasons. Google’s searcher-loyalty often has dire implications for advertisers, but any seasoned search marketer will find a way to use these advances to their advantage. Whether Google is just testing new SERP layouts again or whether this is a permanent change, time will tell. Until then, I suggest searchers take advantage of this relevant service and advertisers start thinking about how they can come out on top.