Google Local Knowledge Panel Tests Showing Phone Number

Sergey Alakov who watches the local space almost like no other, spotted a small but interesting test where Google is doubling up the phone information in the local knowledge panel. There is a large "call" phone icon at the top and in this test, Google is replacing the "province" section at the bottom of the panel with the phone icon followed by printing out the full phone number.

So there are two ways to click and call this business in this one local panel.

Here is the screen shot that is a GIF that flips between the two:

I guess Google is testing to see if people are more likely to click and call if the number is there twice. I assume the answer is yes, they are.

Forum discussion at Twitter.