I’m of surprised this didn’t make wider rounds in our industry last week, but perhaps that’s because half the people in our industry aren’t old enough to have ever seen a yellow pages!
This development likely portends a similar decision by U.S. publishers in the next couple of years, although I’m not sure how many eyeballs will be left for their digital directories either, as Google devours more and more clicks for itself.
Google continues its sprint towards a fully-transactional local SERP. Looks like these are via existing partners, but in combination with the recently-released Appointment URL feature earlier this summer, we could see this roll out to any business on the GMB platform in short order.
I’ve been encouraging local businesses to think of their website as an “API for Google to consume” for the last couple of years. I suspect we’ll see many more developments similar to this test in coming months, highlighting well-structured content from websites in your Knowledge Panel and 3-pack results.
The latest in my 8-part series on Yoast, which seems to be turning into a complete guide on Local SEO 🙂
Later this month, I’ll be judging entries in this SEMrush contest — the most successful and creative marketing campaign on a shoestring budget and win a free “guru” account from SEMrush!
(I also answered questions in the company’s latest #SEMrushchat Twitter last week.)