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Changes to Google that all businesses should know about
It looks as though the familiar search engine results pages (SERPs) we're so used to seeing might be going through a major makeover in the coming months.
Revolutionising the SERPs
The last few years have seen some major changes to the way we browse the web, and now Google is making some big changes to suit the new mobile era.In a recent Forbes article, Jayson DeMers predicted that we could look forward to seeing SERPs making use of colour, targeted data and key sections in an effort to provide users with better results.
Not only will these changes mean that web users will need to be re-educated when it comes to searching, but businesses also have to re-evaluate the ways they go about trying to boost their search engine rankings.
Potential changes to monitor
- Sneakier ads: DeMers believes that one of the big changes heading our way is a switch to sneakier advertising. Currently, it is very easy to identify paid-for ads on Google results pages, but DeMers believes the tinted boxes and ad-alert indicators are set to disappear.
- Increasingly specialised returns: Quality is ever-more important in Google's eyes – just think about the Panda and Penguin updates and their focus on removing sub-par content – and exceptionally high-quality content could be rewarded. DeMers expects Google to increasingly include specialised results that feature the cream of the crop when it comes to content.
- Greater personalisation: The online world is an increasingly social one, so it's only natural that this trend will also be played out in our search engine results. Tools like Google+ and Google Authorship already make a big difference to the results people see, and it's likely that search engines will make greater use of your past searches, social history, favourite authors and location to provide personalised results.
- Growth of the Knowledge Graph: Google is already using this new trick to enhance SERPs, providing users with a carousel of quick results at the top of the page. At the moment, the graph is only triggered for a certain number of simple searches – such as the weather in particular areas or information about sports teams – but it looks like it will be increasingly applied to a wider range of searches in the near future.
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