Google has recently changed the way it displays results on a search engine results page (SERP). The changes impact desktop searches for small, local businesses in certain verticals, primarily restaurants, bars, nightclubs, hotels, theaters, art galleries and even museums.

Google refers to the new page one SERP display as a “carousel.” When a search is conducted in one of the above mentioned categories, results are displayed in a horizontal “carousel” at the top of the page. Google will display as many results that will fit in the browser window, and will display the business name, a photo and ratings and reviews.

See a screen shot of the new Google “carousel” SERP below:

Since this is so new, no one knows for sure how users will react to this new display. Most likely, clicks will be more evenly distributed throughout the carousel. Here are some things we do know at this early stage:

• Claim and/or optimize your Google+ Local  listing. Since Carousel SERP display is tied into your Google+ Local listing, it’s imperative to have a properly optimized Google+ Local listing.
• Use good images. Google will make the choice as to what image they display in the carousel. They most likely will pull your images from your Google+ Local (map) listing. Because you have no control over the image they display, make sure you select images that will entice your target audience to click on your listing.
• Manage reviews. The carousel displays the number of reviews you have on Google+ Local and your Zagat rating number, if applicable. Encourage customers to leave reviews. The more you have, and the higher your rating, the better your overall ranking.
• Follow Local SEO best practices. Traditional local seo factors of citations in local directories, reviews, branded links, and site optimization are still critically important.
• High natural ranking for the search term. We believe you’ll receive more traffic via Carousel if you also have a high natural ranking web page for the search term used in the search query.
• Consider paid search advertising. Some forms of the Carousel SERP will show ads right below the Carousel listing.  You could help yourself by having an ad in this area.

Here’s an excellent blog post by Greg Gifford about how Carousel impacts Google Analytics results, especially non-branded search traffic.