In their quest to provide the ultimate search experience, Google have added another new feature to the SERPs. Since Google has made the recent changes to its interface, some additional links have appeared just below the map when you perform a local keyword search.
When searching for restaurants for example, you would add a modifier such as “London restaurants”, but for the larger cities such as London, you still need to get even granular with your search, such as adding cusine type or a region of London. See the example below for “London restaurants”:
In the above example you can see that Google is now providing links to longer tail search results to help the user refine their search with additional modifiers. In the example Google offers cuisine type search, which on click gives the following results for “Italian restaurants”…
Alternatively if you select one of the region links, such as “Mayfair” you are given the following result……
Whilst this is an improvement, an even better search experience would be to give the option of the two modifiers combined, for example “Italian restaurants in Mayfair London”, see below…
Combining the two modifiers “Italian” and “Mayfair” gives a better refined search result for both the user and also the restaurant. Restaurants targeting the longer tail search will see a bigger conversion and also less competition for the terms.
Google doesn’t offer such refined links currently but will only be a matter of time no doubt. What is evident is Googles quest to educate the searcher and to give them a better search experience and ultimately the search result they want to find.
The links are only available when searching in larger destinations such as London, New York and Sydney, and not across smaller locations at this stage.
I have seen the same links appearing for hotel terms as well as restaurants, but not across any other terms so far. Have anyone else seen these used for any keyword types? If so let me know in the comments below…