Study: Google Local Carousel Results Win 48% Of Clicks, While Only 14.5% Of Clicks Were On The Map

google-carousel-featuredWhen using heatmaps to gauge interest levels for Google Local Carousel results, search marketer Matthew Hunt discovered that 48 percent of searchers surveyed clicked the Carousel results, while only 14.5 percent clicked on the map.

Using the search term ‘Chicago Restaurants,’ Hunt asked 83 searchers to click on the area of the Google search results page that was of most interest to them. According to Hunt’s study, 40 searchers clicked on Carousel results, while 12 of the 83 searchers clicked on the map.

As you can see from the heatmap of the results page, as well as the image highlighting overall clicks, the eighth Carousel position attracted the most interest of all the Carousel results.



Overall Clicks

Overall Clicks

The study was published on as a follow-up to a survey asking people for their reaction to Google Local Carousel results using the same search term. While the original study only surveyed ten people, it revealed two of ten people clicked on Carousel results, while four of the survey participants clicked on Yelp’s organic listings.

The two people who clicked on Carousel results, clicked on the third and eighth Carousel results – the same Carousel positions that garnered the most clicks in this study.

Related Topics: Channel: Local | Google | Google: Knowledge Graph | Google: Maps & Local | SEO: Local | Stats: Search Behavior | Top News


About The Author: is Third Door Media's General Assignment Correspondent, and reports on the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including,, and Sales and Marketing Management Magazine. Read more of Amy's articles.

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  • daveintheuk

    Google have pretty much killed of small, independen, knowledgable local publishers in the UK by various means – this will be the final nail in the coffins. Wouldn’t be so bad, if their local offering was any good – but it is terrible in the UK, especially outside London. No knowledge, no passion, just “scale” and greed.

    I wonder if the FCC think they are being anticompetitive yet?

  • Courtney Cox

    Couldn’t this just be due to the fact that it’s new?

    It’s safe to assume everyone in the survey uses Google on a regular basis. When something changes, people check it out. They could easily go back to their old habits once they are used to the carousel being there.

    I’d like to see the same survey in 3 to 6 months.

  • Illogicalthinker

    I don’t know, they have the top and they have shiny pictures! Shinnny pictures O.O! The industries they have added carousel to are focused on appearance, if someone sees luxury and a low price they won’t bother scrolling through a page of text. You could be right though.

  • Courtney Cox

    I’m definitely not disagreeing with that; I just think it’s too early to tell for sure.

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