Normally when you do a search for a brand on Bing, you see an expanded version of the brand’s organic search results, complete with sitelinks and often with the site search box too. Then you normally see the local pack results placed below in the search results.
But Bing seems to be testing a scaled back version of the organic listing which adds a basic organic search result with just a description snippet, with the local pack results directly below.
Here is how it is displayed in the search results:
By comparison, normally a brand search that returns both the organic listing and pack listings displays like this, with the organic result displaying all the bells and whistles seen in organic results for brands:
This appears to be something in limited testing as it wasn’t showing in all browser sessions. But from a brand perspective, losing all the sitelinks and search box could result in a significant decrease in CTR, even if it does showcase the local stores more.
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Jennifer Slegg is a longtime speaker and expert in search engine marketing, working in the industry for almost 20 years. When she isn't sitting at her desk writing and working, she can be found grabbing a latte at her local Starbucks or planning her next trip to Disneyland.
She regularly speaks at Pubcon, SMX, State of Search, Brighton SEO and more, and has been presenting at conferences for over a decade.
