Google has been working behind the scenes to rethink its dominant search engine. The official changes were announced in late September at its annual research event, called Search on. The goal, by making assumptions based on the changes, is to keep searchers on Google’s properties (i.e. YouTube, etc.) longer.
The best way to understand the latest update is to use an example. If you’re looking for women’s shoes, Google will present results that include links to view YouTube videos, blogs, and links to retailers. It will also make recommendations and help users compare prices without ever leaving the search results page.
In the past, Google had no problem keeping searchers away from their properties, as long as sites offered the best possible user experience. While Google included links to reviews and retailers in the past, they’re now more polished and focused on the key thing a person is looking for.
It also means that less traffic can click on your site just because Google is trying to keep them up.
Another notable change is that search results pages will display images for many results displayed alongside the page text. In addition to making search results more visually appealing, it helps searchers know if the page has what they’re looking for. Prior to this update, images were only visible at the top of the page, as a suggestion to switch to a Google Images search. Not only will images make things more visually appealing, it can also impact the number of results displayed per page.
As a small or medium business owner, you might be wondering what this means to you and if there is anything you can do to keep your traffic going. I’m here to break it down and help you better understand what this update will do and how it will impact your site in the months to come.
How you can mitigate potential losses
As a business owner or marketer, your job just got a little harder. For example, now you need to make sure that your product (in this example, women’s shoes) is among the products recommended by Google.
This requires focusing more on Search Engine Optimization (SEO), responding to customer queries quickly and concisely, and regularly posting content, including to other Google properties like YouTube. After all, this is what Google wants.
Unfortunately, there are no official Google guidelines available that let you know what to do to stay “relevant” in the eyes of the search engine. Instead, these tips are based on ads from Google about what’s changing as well as my several years of SEO and marketing experience that helps me understand how the changes will impact your site. Web and your business.
Improve your results
Google account on artificial intelligence (AI) more and more with every update released. For this reason, you should keep updating your own site. As Google gets smarter, your site has to follow suit if you want to stay relevant.
With the latest research update, it is imperative to avoid any “fluff” and unrelated information on your site. If you don’t, you might find that your site is dropping in the Search Engine Results Pages (SERPs) or less and less traffic is navigating to your site to see what you’re offering.
It’s also important to remember that Google’s goal has always been to provide searchers with the best answers to their queries. If you are focusing on the same end goal, your business website should maintain its position and authority in Google’s SERPs. However, like anything else, there is no guarantee. For this reason, you may need to implement A / B testing and similar processes to ensure you get the best results for your business.
Remember, when it comes to Google, things are always changing. For this reason, you must remain flexible in your efforts and in the way you present your business to the world. In some cases, contacting a marketer can help you improve your efforts and respond to Google changes, both now and in the future.