Design-Tests: Maps statt AdWords?

Linda Buquet sind neue SERP-Design-Tests von Google aufgefallen, bei denen u.a. in der rechten Seitenleiste ein Google Map über den AdWords-Anzeigen dargestellt wird:

Zudem werden Local Listings in den Tests größer und als organische Ergebnisse angezeigt. — Hier die komplette Liste der Änderungen:

1) The Places listings are BIGGER and look like the organic results except they have a map pin.
2) As you scroll down the MAP scrolls with you. So even when you are at bottom of page in the organic listings the map moves down and shows on right.
3) ONLY 7 (purely) organic listings show and in this instance most are directories or assn. Only 2 are Dentists.
4) To get on the top TWO screens you need to be in local. Most of the organic are 2 screens BELOW the fold.
5) Reviews are more prominent
6) Link to Place Page is marked as such, instead of just “More Info” which means better branding and name recognition for Google Places
7) It’s pulling meta description from the site – just like organic.
PLUS it adds some snippets from reviews on the Place page. So best of both worlds and BIGGER!

Mike Blumenthal spekuliert über Googles Beweggründe:

Google appears to be attempting to provide a direct answer to the searcher without their needing to leave Google’s home page. It also seems to be an experiment in more fully integrating organic and local results into a single unified display although those listings with local content have a strong visual edge and enhanced content.

blumenthals.com: Google Testing New, More Integrated Local Search SERPs