Localized Sitelinks for Brand Query Airbnb

After last weeks post about the local tree houses in the Google SERP's, I came across the local sitelinks for our brand term (thanks to my neighbor colleague who was asking about the difference between the paid and organic sitelinks). When I do a search for the brand term Airbnb here in San Francisco, I get a number of local pages on Airbnb as sitelinks. You see a link to the SF city page and a link to listings in downtown San Francisco Airbnb San Francisco sitelinks

If you change the location to New York, the sitelinks change to pages on Airbnb with rentals in New York, and specifically in Manhattan. Airbnb sitelinks in New York

Taking this same location based search to a smaller city in the US, but a very hospitable one, Tampa (which came out of our study; Airbnb’s Hospitality Index: America’s Most Hospitable Cities), you see again local sitelinks, but the anchor text is focussed on the room type like; house & Apartment. Airbnb sitelinks in Tampa

 

Going to try one more; a popular summer destination for Vacation rentals in Myrtle Beach; the sitelinks for keyword Airbnb change again into more local site links with specific anchor text; North Myrtle Beach and Myrtle Beach MYR. Just one of these does not have a localized anchor text; Apartment. Airbnb Myrtle Beach sitelinks

I tried to see if the local sitelinks are a travel vertical phenomenon. None of the travel sites I tried, I was able to replicate city level sitelinks based on the searcher location. The only website I was able to replicate this for, was for YELP: Yelp localized site links

Localized Sitelinks, Is this Good for Users?

A standard answer for any change made by Google is: It's good for users. It's questionable how useful these localized sitelinks really are for users. As I live in San Francisco, it's actually not really good for my experience to showcase San Francisco Airbnb pages, unless you would like to become a host on Airbnb.

My hypothesis is: Google is trying to become a mobile first company, where location of the user is becoming pre-dominantly important. Only if this is true, the localized San Francisco sitelinks make sense, as I might be looking for a place to stay in the city where I do a search on my smartphone!