A quick quip from an article on Search Engine Watch that stood out to me:
Whether or not we like it, this is what the future of Google mobile search looks like. Traditional organic website listings are being pushed further and further below the fold on mobile devices, as Google’s owned properties (ads – GMB – KG) take the prime real estate. Businesses have to face it and address it.
David Mihm, local digital marketing consultant:
There is no question that web results are in decline for high-volume local searches like ‘pizza.’
Organic place listings, though, (and hybrid/paid place listings like the HVAC (Heating, ventilation and air conditioning) tests going on in San Francisco at the moment) are here for the long haul as Google shifts more and more results to its Knowledge Graph. Knowledge Graph results will continue to provide significant impressions through the coming voice tsunami.
It’s time to start thinking about your website as an API of structured information about your business, its products, and services that will help Google display Knowledge Panels instead of webpages. Google is increasingly shooting for conversions to happen directly on the SERP, within Knowledge Panels, for example through their OpenTable integration in restaurants.
In many cases, conversion rates may actually be higher from place results, but they won’t show up in your Google Analytics. And of course a huge percentage of local searches result in offline conversions in-store, which (so far) aren’t easily trackable.
Full article can be read here.