SERP Extra API Update: How to Extract Local Pack and Do It the Right Way [Use Case]

SERP Extra API Update: How to Extract Local Pack and Do It the Right Way [Use Case]

Local SEO has drastically changed in the past several years and local SERP features have undergone radical changes too. While the Google’s intent to improve local search is totally understandable, every update to the algorithm hits local businesses as hard as anyone.

Local Pack listings have long been a cornerstone of local results. Millions of businesses rely on them heavily. Taking this into an account, the continuous monitoring of positions in Google Local Pack is vitally important.

“It’s extremely important for me to track even the slightest moves within the Local Pack for my clients. There are only 2 or 3 “places under the sun” there so every little move can mean the difference between complete invisibility and amazing exposure. Unfortunately, none of the rank tracking tools that we’ve tried before were able to assist. Thankfully DataForSEO is finally able to crack this dilemma! Kudos to you guys!”
Val Zamulin, CEO of Seologist

Here at DataForSEO, we’ve made the accuracy of local data our top-priority. With a new update to the SERP Extra API, we’ve made the process of obtaining Local Pack rankings easier than ever before. In this article, we’ll walk you through the new features of this API and also provide a relevant use case.

Why would we have to update?

We have recently been approached by a customer who had difficulties tying the local listings up to their customer’s local establishment. Basically, the issue is that Google shows different kinds of Local Packs for different queries.

For example, if you run a simple “dentistry” search, you’ll likely get a local element similar to this:

dentist london

At the same time, if you decide to search for the “grocery store” you’ll see something similar to this:

grocery store

Did you notice the difference between the two?

The first one offers the “website” and “direction” features next to the results, whereas the second has on their place – so it’s not possible to extract the establishment’s URL and therefore match particular Local Pack results with local businesses’ websites.

Here’s how the responses of Extra SERP API for Local Pack features looked like before the update:

Request Sample

{
    "data":
        {
            "874654654":
                {
					"se_name":"google.com",
					"se_language":"English",
					"loc_name_canonical":"Boston,Massachusetts,United States",
					"key":"pizza takeaway",
					"priority":2
                }
        }
}
Response Sample 
{
    "status": "ok",
    "results_time": "0.0955 sec.",
    "results_count": 105,
    "results": [
        {
            "task_id": 1265426908,
            "se_id": 14,
            "loc_id": 1018127,
            "key_id": 1183257,
            "post_id": "874654654",
            "post_key": "pizza takeaway",
            "result_se_check_url": "https://www.google.com/search?q=pizza%20takeaway&num=100&hl=en&gl=US&gws_rd=cr&uule=w+CAIQIFISCRsxPQ0tZeOJEaDoYgEkv3x4",
            "result_datetime": "2018-08-15 13:34:39 +00:00",
            "result_spell": "",
            "result_extra": "videos,carousel,local_pack",
            "result_serp_count": 344000000,
            "result": {
                "left": [
                    {
                        "type": "local_pack",
                        "position": 1,
                        "url": "",
                        "title": "Cafe Podima"
                    },
                    {
                        "type": "local_pack",
                        "position": 2,
                        "url": "",
                        "title": "Primo Pizza Restaurant"
                    },
                    {
                        "type": "local_pack",
                        "position": 3,
                        "url": "",
                        "title": "Domino's Pizza"
                    },
                    {
                        "type": "organic",
                        "position": 4,
                        "featured_snippet": false,
                        "image": false,
                        "video": false,
                        "url": "https://www.tripadvisor.com/Restaurants-g60745-c31-zfp19-Boston_Massachusetts.html",
                        "title": "The Best Pizza Delivery in Boston - TripAdvisor",
                        "snippet": "Best Pizza Delivery in Boston, Massachusetts. Find 248401 traveler reviews of the best Boston Delivery Pizza and search by price, location and more.",
                        "snippet_extra": ""
                    },
                    {
                        "type": "organic",
                        "position": 5,
                        "featured_snippet": false,
                        "image": false,
                        "video": false,
                        "url": "https://www.grubhub.com/delivery/ma-boston/pizza",
                        "title": "Boston Pizza Delivery & Take Out | Boston MA Pizza | Grubhub",
                        "snippet": "Lookin' for Boston Pizza delivery? Right here, friend. Order Pizza online from Boston MA restaurants at this moment.",
                        "snippet_extra": ""
                    },
…

As you see, in this case there’s clearly no way of connecting results to a certain pizza store website. At best, you could only match a snippet with a name, which, as it turned out, is not really convenient. Things can get even worse with paid results popping up in the Local Pack.

local pack paid results

What’s in the new update?

In the new update, we’ve included a possibility to extract snippets, ratings, and, what’s more important, phone numbers. Now our users can match results in the Local Pack either with business names or phone numbers. Moreover, now you can distinguish between organic and paid results in the Local Pack.

...

                    {
                        "type": "local_pack",
                        "position": 4,
                        "title": "Valvoline Instant Oil Change",
                        "snippet": "Ad \nYonkers, NY \nClosed ⋅ Opens 8AM",
                        "phone": "(914) 776-0639",
                        "rating": 3.7,
                        "rating_type": "stars",
                        "rating_max": 5,
                        "url": "https://www.googleadservices.com/pagead/aclk?sa=L&ai=DChcSEwjwhamjlrXdAhUCxGQKHZYOAz8YABASGgJwag&ohost=www.google.com&cid=CAASE-Royh0qKrke1Do9qrihRSQJCZs&sig=AOD64_2gxEdxX5X0b4N55rLRMSxJl06bMQ&adurl=&ctype=50&q=",
                        "paid": true
                    },
                    {
                        "type": "local_pack",
                        "position": 5,
                        "title": "Broadway Bridge Wash & Lube",
                        "snippet": "New York, NY \nClosed ⋅ Opens 7AM",
                        "phone": "(212) 569-4570",
                        "rating": 3.8,
                        "rating_type": "stars",
                        "rating_max": 5,
                        "url": "http://www.broadwaycarwash.com/",
                        "paid": false
                    },
                    {
                        "type": "local_pack",
                        "position": 6,
                        "title": "ABC Ericson Auto Services",
                        "snippet": "New York, NY \nClosed ⋅ Opens 9AM",
                        "phone": "(212) 604-9801",
                        "rating": 4.4,
                        "rating_type": "stars",
                        "rating_max": 5,
                        "url": "",
                        "paid": false
                    },
                    {
                        "type": "local_pack",
                        "position": 7,
                        "title": "Meineke Car Care Center",
                        "snippet": "West New York, NJ \nClosed ⋅ Opens 8AM",
                        "phone": "(201) 293-0104",
                        "rating": 3.7,
                        "rating_type": "stars",
                        "rating_max": 5,
                        "url": "https://www.meineke.com/locations/nj/west-new-york-67/",
                        "paid": false
                    },
…

Conclusion

Extracting extra features from SERPs has never been more important. With more and more elements being introduced on a regular basis, digital marketers need a reliable source of data on each and every feature in SERPs. We believe updated SERP Extra API can be this source.

Check our recent blog post ‘Extracting Extra Features from SERPs [Examples]‘ to learn more about extra SERP features.

Or click here to try SERP Extra API for free.

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