A new, free tool for SEOs offers insights into Google search capabilities from an analysis of 60 million US queries.

The Local-Pack-O-Meter was developed by the Local SEO Guide and collects data for ten different types of Google search functions such as local packs, knowledge panels, shopping, job postings, advertisements and more.

What sets the Local-Pack-O-Meter apart from other tools for monitoring Google search functions is the amount of data it has access to.

Traject Data, a customer of Local SEO Guide, provides the SERP statistics from around 60 million US search queries. The significantly larger sample size compared to similar tools can result in data that is more representative of all US queries.

“While tools like MozCast have their own versions of a SERP feature tracker, they usually only apply to a relatively small number of keywords (1,000 for MozCast). When we heard "60 million" we thought that might give us a much more accurate picture of what the SERP properties look like for the whole country. "

The Local-Pack-O-Meter contains historical data from May 2020, so that some interesting trends can already be identified.

Local packages appear on approximately 36% of Google search results pages in the United States. With the exception of September, this number was constant from May 2020 to February 2021.

New SEO tool collects Google search insights from 60 million queries

What we can see from this data is that the number of searches that trigger local packets does not seem to have dropped during the pandemic.

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The data suggests that people searched for local places and businesses at a similar rate year-round

Given that so many local facilities have to be closed for a period of time, it is interesting that the distribution of local search packets hardly fluctuates.

“The percentage of local packs over the past year has been pretty consistent. It is currently ~ 36%. So just over a third of all Google searches are local in intent. That's a lot of "pizza near me" searches. By the way, that's pretty close to what Mozcast (41%) does so well in you, Dr. Pete! "

If there have been noticeable changes from month to month, you can use the search function "People also ask". This feature appeared in 25% of the SERPs in May 2020 and in over 40% of the SERPs in February.

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This could be a positive sign for publishers as an increase in the "People Also Ask" fields could result in more content being discovered by Google's search suggestions.

New SEO tool collects Google search insights from 60 million queries

Since last month, ads have been placed in more than twice as many Google SERPs as at the beginning of the year. This coincides with an increase in the number of shopping boxes.

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The increase in the percentage of SERPs with shopping boxes is especially notable when you compare February to last year's holiday shopping season.

New SEO tool collects Google search insights from 60 million queries

How can this data be used?

The Local-Pack-O-Meter provides data from 60 million US Google searches that SEOs can use when analyzing search traffic.

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For example, if you're doing SEO for a retailer and trying to diagnose why there was traffic in February, you can refer to that data and see that grocery boxes are showing up on Google more often.

If you notice an unusual drop in traffic from one month to another, such a tool can be helpful in providing some answers.

Check out the free Local-Pack-O-Meter here.

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