Archive for February 8th, 2009

Onebox Traffic

Sunday, February 8th, 2009

Onebox is the name given to the set of business listings that are displayed in Google’s results pages for local searches. These listings are displayed alongside a map and are placed above the natural listings. A well placed onebox listing can significantly increase a site’s exposure but what has been unclear for a long time is how onebox listings compare to natural listings.

In the online magazine “local search news”, Steve Espinosa published some information about research he carried out on this topic. He looked at traffic data for sites that have the top positions in both the natural and onebox listings. After comparing the volume of traffic that these listings provided, he concluded that the natural listing sent 1.6 times as much traffic, despite the onebox being placed at the top of the page.

Interestingly, he noted that monitor resolution has an effect on this number. On screens that use a lower resolution, the onebox takes up a larger percentage of the screen, which results in a higher proportion of onebox clicks. Overall though, it seems that many people simply ignore the local business listings.

It would be useful to see more detailed statistics including numbers for specific industries as well as a comparison of conversion rates. However, Steve’s findings are very useful and we are grateful that he took the time carry out and share his research.