With a new design, Google is no longer showing as many local search results by default.

Google is testing a new design for a “local pack,” the local search box in the results. Thew new design shows the local results in a scrollable carousel format and now also includes an ad spot at the top. On mobile, local brand searches on Google have long been predictable and heavily focused on the brand that a consumer has searched for. They deliver closeby locations, logos, an info tab, and typically some pages from the brand site.

Even with recent tests that displayed tabs for Brand Packs (ht/ Sergey Alakov), there are few distractions from the searcher’s task, that is, discovering the location of the brand they were looking for.

However, this new Local Branded Scroll Pack will change all of that.

A recovery search allows consumers to explore outside of their typical search habits.  Google is highlighting similar searches that could detract the searcher otherwise entrenched in their comfort zone.  Similar businesses that might serve what your favorite brand offers but cheaper, better or with fuller-service are now readily highlighted front and center in the Branded Scroll Pack result.

What it looks like. Here is a screenshot not just showing the carousel format, but also the static, non-scrollable, ad spot above the carousel for organic local listings.

What it normally looks like. Here is a screenshot of the normal interface, without the carousel.

This local pack in the new carousel format is a lot more interactive and only highlights one-and-a-half local results at first glance.