Google has recently introduced the map results in a significantly higher share of search results compared to previously. To some extent I still feel like an experiment by Google. What kind of mapping results is shown and if it all appears always changing. What however is clear is that the survey results have a major impact on how the clicks in the search results are distributed.

In a lot of Swedish keywords are now some form of mapping results as part of the search results. Above all, this local search. Map profit takes a great deal of space and attention in the search results which of course means that the clicks are distributed differently than without a map results. Whether the search results will be better or worse by this we leave for another time.

We can present some hard facts on how much it differs in the top ranking in search results with or without a map at the top results. We compare a “nygammalt” survey results that identify the outcome is at the top of the organic results with an example of a newer variant where no organic results presented above the map results.

Our data come from the search results for keyword “hotel Stockholm” where we have for some time had a first place with Pine Berry’s site Stockholmshotell.com which we wrote about earlier here on Sökmotorkonsult.se. What makes this extra keyword appropriate as an example is that it is very competitive on Google Adwords, which means that it is always three paid ads above the organic search results. This make it reasonable to assume that an equal share of the search results always choose to click on the paid ads (which is primarily relevant in the scenario when the survey results are not on top). It is also relatively high search volume, which means that the data are more reliable.

We have compared two weeks to identify the top performance by 2 weeks without mapping results at the top. The latter implies that there is no mapping results at all, but that Google has chosen to show some organic search results above the map results.