How Will the Upcoming Google Changes Affect You and Your Business?
If your business relies on Google to send web searchers to your site, some upcoming and recent Google changes may be cause for alarm. Google is redesigning the search experience in ways that could keep searchers inside the Google universe for longer while sending less traffic out to other sites.
More Reliance on Artificial Intelligence
Google’s artificial intelligence (AI) capability, called MUM (which stands for Multitask Unified Model) will be playing a larger role in Google searches. You and your business will need to keep up. It’s more important now than ever to provide fluff-free information that answers searchers’ questions.
Search Results to Provide More Information
Google will be providing more information that answers searchers’ queries on the search result pages themselves. If searchers are satisfied with what they see on the search result page, they may feel less need to click out to other sites.
One way to deal with this is to make sure you are providing helpful and concise answers on your site to increase the odds that Google will select your content to show among the information it provides.
Google’s AI will enable more visual searches. Images will be more prominent throughout the page and will accompany many of the search results.
The problem for businesses is that because the images + text will take up more room than text alone, there will be fewer search results shown in the same amount of space. You may have to adapt what you are doing to help ensure your site ranks as high on the page as it did before.
Searchers Will Be Sent More Often to YouTube
Google owns YouTube, and part of what the upcoming changes will do is feature YouTube videos prominently on Google’s main results page. The AI system will go beyond finding specific moments in videos to finding topics inside videos that are related to the search query.
To take advantage of this new trend, consider publishing regularly on YouTube.
Google will be putting greater emphasis on showing recommended products on the search results page. If you sell a retail product, you will need to adapt by figuring out how to get your product to appear on the recommended list.
Don’t Be Left Behind
As Google changes, you need to change with it. You should make sure that your site aligns well with Google’s goal of providing searchers with the best answers to their questions.
Beyond that, Google isn’t offering any blueprint to businesses about how they can adjust to the changes. It’s up to you to find out. Successfully adapting to the new search results may require A/B testing and other techniques that will give you real-world data to guide your decision making.
A professional digital marketing agency can help. At RealTop, we have the experience and resources to help you fine-tune your website to ensure you’re not being hurt by the Google changes but, instead, are poised to take advantage of them.
Best regards, Nik Tsoukales, CEO
Direct Line: 617-315-1138
Main Line: 617.741.9972