Google Tests 'Related Websites' Carousel in Local Search Results

Google Related websites local search results are undergoing an experimental shift that could fundamentally change how users engage with the Map Pack. A new interface layout, currently in limited testing, introduces a visual carousel of competitor sites directly beneath a primary business listing, potentially diluting the traffic share previously held by the top-ranked entity.

Last updated January 2025, reports from the search community indicate that this feature displays a row of "Related websites" characterized by prominent thumbnail previews and direct navigational links. Unlike the standard list-based interface, this module emphasizes visual site aesthetics over traditional Google Business Profile (GBP) data points like review counts or star ratings.

How does the Related Websites carousel work?

The feature appears as a horizontally scrollable container. When a user searches for a specific service or business category, Google may now present a primary result followed by this carousel of alternative options. Each card in the carousel includes a high-resolution screenshot of the business's homepage or a relevant landing page, the business name, and a link to their website.

We observe that this layout creates a high-friction environment for the top-ranking business. In previous iterations, the business in the first position dominated the visual real estate. Now, a 12-location HVAC operator in Atlanta might find their primary listing competing for attention with three or four visible thumbnails of local competitors immediately below their contact information. This visual competition suggests that a business’s web design and "above the fold" content are becoming direct ranking factors in terms of click-through rate (CTR) within the local ecosystem.

Impact on Google Related websites local search CTR

For years, the local SEO community has focused on optimizing the GBP for the Map Pack. However, this test signals a pivot back toward the importance of the standalone website. If a dental practice in Leeds holds the top spot but their website thumbnail looks dated or lacks a clear call-to-action, a user might bypass them for a competitor in the carousel whose site appears more modern or professional.

We see this as a move by Google to increase the depth of the search results page without requiring the user to click into the "View All" map expansion. By providing visual previews, Google reduces the "pogo-sticking" effect where users click a site, dislike the look, and return to the search results. Instead, the user can visually vet three or four businesses simultaneously. For the primary business, this likely results in a net loss of clicks, as the carousel provides an immediate and attractive exit ramp to other service providers.

A shift toward visual site previews in local search

This experiment suggests that Google is prioritizing visual site previews over standard Map Pack listings in specific high-intent queries. Traditionally, the Map Pack relied on structured data: address, phone number, and hours. The "Related websites" module, however, treats the local business more like a digital product. It relies on Google's ability to render and screenshot a mobile-friendly version of a site and present it as the primary conversion lever.

Comparing this to how Google handles travel or product searches, the trend is clear: visual discovery is replacing text-based evaluation. For an agency managing a portfolio of local clients, this shift means that the technical health of the website and its visual appeal are no longer secondary to GBP optimization. The thumbnail serves as a second "storefront" that must be curated to survive the carousel comparison.

What this means for local businesses

The introduction of this feature requires a shift in how local operators manage their digital presence. It is no longer enough to win the local rankings; you must also win the visual comparison.

1. Prioritize Mobile Hero Sections: Ensure the top section of your homepage is visually striking and clearly communicates your value proposition. Google’s carousel thumbnails will likely capture this area.
2. Monitor Competitor Visuals: Regularly check how your website appears alongside competitors. If your thumbnail is the only one without a clear logo or high-quality image, your CTR will likely suffer.
3. Audit Site Speed and Rendering: Since Google must crawl and render your site to generate these previews, ensure there are no blocks in your robots.txt that prevent Googlebot from seeing your CSS or image assets.
4. Focus on Conversion Design: With users being given more choices at the top of the SERP, your website must convert visitors faster. A clear "Book Now" or "Call Today" button should be visible even in a small thumbnail preview.

Sources

• Google is testing a new 'Related websites' feature