Google Displaying Maps on ‘White Pages’ Searches

Many have already noticed a new display on Google SERPs when you do a specific local (i.e., “white pages”) lookup. The new format includes contact details, a map and star ratings, where available:

But check this one out (“SF mortgage broker“), noticed by Philipp Lenssen. This is not AdWords, but a function of Google’s organic local algorithm. But why should that individual result come up in a category search?

That top local result (or top three ordinarily) that come up on in response to a category search I would expect Google to turn into advertising over time. That real estate is just too valuable not to monetize eventually.


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