Google is always in TEST mode, and Google Things-to-do is no different.
- “New York Bus Tours”
- “San Francisco Walking Tours”
- “Key West Fishing Tours”
- “Washington DC Tours”
are now bring up a ‘Popular Tours’ section if you’re lucky enough to be served up these new page layouts by Google’s testing engine.
Together with the paid carousel Ads, Things-to-do products could be taking up 30-50% of the top real estate on these search results. When Operator booking modules are added to Google Business Profiles that will be even higher.
Here are some recent screenshots from live search results. You can see Google Things to do listings are showing for some significant keyword searches, not just POI (Point of Interest) search.