In a move that’s shaking up the local SEO landscape, Google has announced that its local 3-pack—affectionately known as the ‘snack-pack’—will soon be including paid advertisements. So, say goodbye to the familiar 3-pack and welcome the new 2-pack. Yep, you heard that right!
As Joy Hawkins reported during her time at SMX Advanced in Seattle, this change means that businesses will have to fork over cash to compete for visibility in local searches. “This will undoubtedly make life harder for local SEOs & business owners,” Joy shared, and she’s not wrong. With 33% of the local pack now being sold to the highest bidder, genuine, quality businesses could easily get squeezed out by those willing to pay for a top spot.
But let’s break this down a bit further.
A Tougher Game for Local Businesses
For years, getting into that coveted 3-pack was no walk in the park. Now, it’s going to be even harder, with paid-for inclusion muddying the waters. Imagine this: the top listings aren’t necessarily the best options for consumers anymore. Instead, they could just be the businesses that were willing to shell out the most cash. This creates a scenario where the quality of service might take a backseat to marketing budgets.
And let’s be real—this shift could lead to worse experiences for users. How can a consumer trust that the top listing is the best fit for them when it’s merely a paid placement? This change risks diluting the trust consumers have in Google’s ability to deliver relevant results.
Local AdWords Extensions: The New Normal?
These new ads will integrate with Google Ads extensions, targeting businesses with their Google My Business (GMB) listings linked to their AdWords accounts. This could potentially make AdWords Express a game-changer for local businesses looking to capitalize on this new setup. The future of digital marketing for small businesses may increasingly depend on navigating this complex web of paid and organic results.
The Consumer Reaction: Will There Be a Backlash?
So, how will consumers respond to this change? Will they rise up against what feels like yet another intrusion of ads into their search results? It’s a valid concern. As more paid placements infiltrate local results, searchers might feel overwhelmed and frustrated.
However, research shows that many users have become accustomed to seeing pay-per-click (PPC) ads mixed in with organic listings. “Searchers are used to seeing PPC results by now, and most understand that they are adverts,” Joy noted. Yet, the true test will be how users adapt to seeing paid ads in local results. Will they accept this new reality, or will they start seeking alternatives?
Conclusion
In conclusion, Google’s decision to shift to a 2-pack may offer more visibility for businesses willing to pay for it, but it poses serious questions about trust and quality for consumers. The landscape of local SEO is changing, and business owners need to adapt quickly to stay relevant.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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