In a lot of ways Google SERPs are going through a “spring cleaning.” Out with the old features and in with the new. Last month we bid a fond farewell to right-column ads, this month we got introduced to Google Local business cards (still in beta). Local business cards (given this name but the SEO blog world not officially by Google) are a fantastic blend of the immediacy of social media platforms such as Facebook and Twitter, with the authority of those top spots in Google. A snapshot of what these look like is in my screenshot below.
The barrier I see at least currently is how effectively the average small business will be able to leverage this? I can definitely see these local business cards being updated once and never changed again. I would assume this isn’t what the intention is at all. I’m interested to see exactly who will use these and if cards from only one business be allowed or multiple ones.
It’s worth noting that these cards are similar to candidate cards which Google rolled out in January of 2016. If the system works like candidate cards work then each candidate ,or in this case local business, can push information to the cards but over time based on Google’s algorithm Google will decide which ones display first.
All of this has me and probably a few others wondering are the SERPS too crowded? Let’s not forget AMPs, accelerated mobile pages, rolled out recently as well. If we imagine a SERP world filled with AMPs, local business cards, knowledge graph results and ads just think about how crowded the space will get. All of this considered, I guess getting rid of those right-column ads is making even more sense in light of these new features.