A new study from Smallbiz Edge suggests that Google may be showing call buttons less often in Local Packs.
To understand this trend, the study analyzed 172 keywords across 15 different locations. In total, that added up to 2,580 searches. Based on the findings, call buttons appeared in Local Packs only about 20% of the time.
In simple words, this means call buttons were missing in most cases. Joy Hawkins also highlighted this on X by saying that 4 out of 5 searches in the map pack had no call button.
At the same time, it is important to look at the data carefully. Even though the study covered 2,580 search instances, it only focused on 172 keywords. Because of that, some keyword patterns may have repeated across multiple days and locations. As a result, the findings may not fully represent every type of local search.
Still, this is something local SEO professionals and business owners should pay attention to. If Google is reducing the visibility of call buttons in Local Packs, it could affect how users contact businesses directly from search results.
For businesses that rely on Google Business Profile and local search visibility, this update is definitely worth watching. It may also lead to bigger discussions around user behavior, lead generation, and conversions in local search.
For forum discussion, call collect.
