Different results & page layout in Google local for plurals?

[Kurt_Steinbrueck]

I realize that the general results websites can rank differently for singular vs plural keywords, but today when checking local rankings for a client, I noticed that not only does the client rank differently for "church in San Diego" vs "churches in San Diego" but the layout and info of the local results pages are different.

"Church in San Diego" (screenshot) shows the phone number and has links for Website and Directions

"Churches in San Diego" (screenshot) doesn't show any of that instead has an image. If you click on the image, it brings up a card almost like a popup with info, reviews, and links for the organization.

Anyone ever noticed that before? Anyone know why the difference? And if there are different optimization strategies?

[MiriamEllis]

Hey Kurt,

I'm able to replicate exactly what you are seeing, Kurt. I'm in CA. so, this might potentially influence the results I'm seeing vs. what Ira is seeing.

I have seen both versions of the Local Finder view, but am not clear on what Google is doing with the test of both versions, and I'd never noticed before this difference of versions being triggered by plural vs. singular results. I'm actually doing some other searches now (shoe store vs. shoe stores, dentist vs. dentists with city modifiers) and I am NOT able to replicate the singular vs. plural difference you discovered with the church search.

What I do see is that, for that church search, the radius of the results appears to be the same, and that it's quite interesting that Google is only showing reviews for the singular search. Sorry not to have more insight on this, but it definitely looks like good old Google testing things out for the search you've been doing. Could change by the time you wake up tomorrow.

It makes me realize that I'd like to see a post on differences like this in the Local Finder view. I can't recall seeing one. Thanks for raising the question.

[Kurt_Steinbrueck]

That's odd that you're seeing different results than I am.  I did searches for church(es) in two other cities and saw the same thing - website and description links for church, image for churches.  I also tried it with plumber(s) in 3 cities and both plumber and plumbers had website and description.  Then I tried it for restaurant(s) in 3 cities and both restaurant and restaurants had the image/icon.  Strange.

I'd be curious to hear what others are seeing in their local results.

[irapasternack]

Interesting, must be a new thing Google is doing, showing the thumbnail instead of the website and directions icons. When I try the same 2 searches, I get the thumbnail view for both. I also am seeing that style for all the other local searches I'm doing. Maybe you caught those 2 searches while the changes were being rolled out? I'm curious if you are still seeing the icons on any searches.

As for optimization issues, this makes it more important than ever to claim your Google Business listing and to optimize it with good photos.