Google is testing a new callout added into Business Listings to drive more traffic to their travel guides. Spotted today, Google is automatically adding this under the contact information for this business with a link and small image/graphic about the area where the business is located. Once clicked the link goes to the somewhat recently rolled out Travel Guides showing hotel, area information and things to do.
Spotted by a reader, Bing is testing a new real-estate search tool and embeds MLS and property data directly into the search results. When testing queries around real estate and homes for sale, the callout allows for the searcher to sort by price, bedroom, bathroom and more. This clearly could make a huge dent in the organic traffic for real estate listing sites like Zillow and Trulia and if Google adopted something similar could be a huge shift in those companies search traffic.
I saw a small but interesting test today — the order of extensions in Google AdWords. Google appears to be testing adding the callout extensions above the ad copy. In Google’s documentation as well as the past callouts have always been under the ad copy.
I was able to trigger other extensions during subsequent tests (price, structured snippets, ect) and none were moved into alternate locations. This Google AdWords test appears to be another tweak after the ad label to switch attempting to increase click-through-rates with ad copy/design changes.