August has suddenly brought us a soil to talk about Google, with its Alphabet announcement and 3-pack shakeup. Now, we have a new opportunity to discuss Google. Earlier this month Google has started testing a new Knowledge panel feature. This feature lets you book an appointment right from the SERP.
Scheduling occurs via Intuit’s platform called DemandForce that is one of the partners of the test.
Here how it works. Use one of the participating services – try the “cahaba valley animal clinic” (special thanks for this tip to a Blumenthals.com) in the search and you’ll see the picture as an example below.
If you have Online Booking enabled and worked on Intuit Local, the option “Continue booking” will be available after selecting one of the pre-determined services from the list. After that, you’ll be redirected to the Intuit booking landing page. If you don’t have Online Booking on, a “Request Appointment ” section will appear.
Then the application form is completed and submitted the information sends to Demandforce with notification about Google as a referrer.
Some experts that it’s an excellent way to increase total conversion lever because users can act directly from the SERP. Once the user has decided to use this click-to-book option, you’ve got a conversion. The perfect way to save viewers’ time. Google should add more appointments options – haircut, nail salons, doctors, dentists, etc.
The thing is, it’s a bit of a gray area how Google is going to charge for these paths that send traffic directly to the list of reservations and appointments.
I guess, we’ll find out soon enough.