Google never stops coming up with new improvements, but its latest addition to local search is somewhat surprising. Just last year, Google revolutionized local search by streamlining the “3-pack” format across both desktop and mobile devices, and now it’s tinkering with new functions, such as purchasing plane tickets and discovering tourist attractions in new cities.
So what’s the latest and greatest that Google has to offer?
Try not to take the title too literally; Google isn’t pulling in business card information from local realtors and professional networkers. Instead, there’s a new kind of image- and information-based carousel that provides searchers with a more in-depth look at local businesses.
(Images Source: SearchEngineLand)
Notice the carousel of small information cards just below the traditional link, and to the left of the Knowledge Graph box. Each of these boxes is filled with company-submitted information, including still images, animations/videos, copy, and links. It appears to be updated based on time, the way Twitter feeds used to, and it’s been confirmed that Google is not drawing this information from MyBusiness, social feeds, or anywhere else. The feature works on both mobile and desktop devices, though it was designed to appeal specifically to mobile users. In the mobile format, these “business cards” appear under the Knowledge Graph box, rather than to the left of it. Users may also “share” the content available in these cards.
It should be noted that this functionality is currently a test, possibly stemming from a similar feature, Candidate Cards, which rolled out just a few weeks ago. However, if the test goes well, it’s likely that Google will implement this on a full scale.
The big unanswered question for this feature is whether or not Google will decide to roll it out to all local businesses. But let’s assume for a minute that it will.
Clearly, there’s a lot of potential for a feature like this, but a lot of difficult problems to work out. The big test will be to see how users respond to this initial rollout; as long as reactions are favorable, the rest of the problems may work themselves out naturally.
It’s too early to say definitively whether Google will roll out this feature to all local businesses (or which businesses will “count” as local), but if I were a betting man, I’d say it’s fairly likely. Given that candidate cards have been deemed successful already, and this is basically just an extension of that, combined with the fact that Google has been consistently tinkering with local search results for years, it seems reasonable to suspect that this update will make the final cut.
When it does, I encourage you to be ready to take full advantage of it. Have images and videos ready for your pop-out business cards, and ideas for both commercial (such as product ads) and non-commercial (such as informative content) applications. Don’t be surprised if this turns into a paid feature, but given Google’s long history of supporting local businesses, don’t expect it.