Jun 06, 2016 | 2 minute read Google Tests New Low Speed-Friendly Local Box
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By: Ginny H.
Local search marketers with sharp eyes have spotted the latest local search test by Google. In a move that appears designed to improve load times, Google has begun testing a new, stripped down version of the local box on mobile devices.
The “local box” is a term used by local search marketers to describe the box that appears to the right side of local search results on Google desktop searches and at the top of local search results on Google mobile searches. The box contains information about the top-ranked business in the search results.
For instance, a search for “Emma’s Pizza” would bring up a local box for the nearest Emma’s Pizza location. If Emma’s Pizza is highly rated and popular in your area, a search for “Pizza Delivery” might also return a local box for the business.
Usually, the local box contains information about a business (such as its address, hours, and Google Reviews rating), a picture of the business, a snapshot of its location in Google Maps, and icons to call the business, search for its directions, or visit its website.
In the new, low-feature version of the local box that Google is testing, business images and Google maps snapshots are left out. The presentation is also less colorful and uses less icons. This reduces the visual content of the local box substantially.
Local search marketers believe the test is being run to improve load times. Some are suggesting that Google may detect the connection speed and/or processing power of users’ mobile devices before loading SERPs. That way, Google can load the standard version of the local box for users with strong connections and fast-processing phones. But if a user has poor connectivity or a less powerful phone, Google can load the low-feature version to make the SERP load more quickly.
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