Google is releasing an updated look-and-feel for search results with a local component.  Previously, the local results were displayed in a very prominent map at the top of the search results.  This is an example of the “old” style local results:

Google has since updated the results to place more emphasis on local results while reducing the actual footprint.  Part of the reason for this change is to help eliminate map-spam (of which there is much).  The new listings look like this:

As you can see, the map has been moved to the right rail while the details are in the top of the organic space (we have seen as few as two when varying the query, and the details don’t always show up).  This has some major implications for both SEO and paid search.  For SEO and local optimization, it is now more important than ever to have pages and locations that rank well.  The amount of a page that is devoted to plain web pages is shrinking, and some industry bloggers are also noting that Google has updated their algorithm to have local search sites pull through more often for queries like in the example.

For paid search, this will have some impact on any listings after number 3.  Depending on screen resolution and window size, a user may not see any listings under the map as they may be below the fold.  In this example, even the first and second paid ads don’t appear at the top of the page – they appear under the map.  Also, it should be noted that the map moves as the page is scrolled down.  The paid ads do not move with the map.

While the impact is unclear in terms of paid and SEO, Google has made it very clear that they are putting many of their eggs in the local search basket.  We expect to see a stronger push for optimized local listings in the same manner of SEO, as local listings are now virtually the same thing as a standard organic result.

To provide yet another reason to claim and manage the local listings of your clients, Google has just rolled out Places Pages to Android devices.  If you recall from a few months ago, Google renamed their local business center profiles to Places Pages.  Every single location in Google Local has its own Places Page with a unique URL.  These pages, or a very similar mobile representation of them, are now available through Android.  A new icon appears in the apps launcher of all Android devices, allowing users to search through the massive local directory.

A few things to keep in mind:

• Android was present on 6 of the top 20 phones in June 2010 (source)
• Android commands an 11% market share as of June 2010 (source)
• Android is present on 60 devices in 48 countries (source)
• Mobile search on Android grew 300% in the first half of 2010 (source)
• An Android phone is being activated every 2 seconds (source)

Because of this amazing rate of adoption on a significant number of devices, it makes a lot of sense to ensure that all venues for customers to find your store are representing you in the best manner.  This is just one more indicator that local search is going to keep growing at the rate it has been, and it is just one more reason for business owners of all sizes to pay attention to that space.

Read the full article here: http://googlemobile.blogspot.com/2010/07/even-better-way-to-find-places-nearby.