What 10 years of changes to the SERPS mean for marketers today, How the “Hidden Gems” update is impacting Local Search, New EU Local Search Results

Part 1 starts 00:13 - What 10 years of changes to the SERPS mean for marketers today

We discuss Andy Crestodina’s most recent article where he looks at 10+ years of changes to google search results and what they mean. He highlights the evolving dynamics of search engine optimization (SEO) and the importance of diversifying marketing strategies beyond just SEO and Google. It underscores the observation that while rankings can be stable over time with continued investment in SEO, changes in Google's algorithms mean that simply achieving a high position in the search engine results pages (SERP) isn't guaranteed. The advice given is to not solely rely on SEO or Google for online visibility, reflecting a broader strategy that we have been advocating for some time. This diversification is crucial for businesses aiming to maintain and enhance their online presence amidst the ever-changing digital landscape.

There is the growing necessity for businesses to engage potential site visitors with compelling results, based on an understanding of user behavior and preferences. This involves analyzing where users are most likely to click, whether it be on Local Search Ads (LSAs), Pack (PAC) results, or organic listings, and identifying the attributes that make listings more attractive, such as reviews, years in business, or proximity. Mihm's observations validate the Near Media approach of focusing on where to invest in search results—be it paid, local, or organic—and which themes to highlight in content to resonate with customers.

Segment Reference Articles 

The Biggest SEO Trend Isn’t About Rankings: Tracking 10+ Years of Changes to Google Search Results

Ranking Is Not Enough

Part 2 starts 06:47 - How the “Hidden Gems” update is impacting Local Search


Google has rapidly been updating informational queries with content from forums and UGC. This has started to impact the local search results particularly around how to queries and points to the idea that marketers need to know which forums and platforms they can participate in that could drive this type of “barnacle seo”.

Segment Reference Articles: Forums Invade Local SERP

Part 3 starts 12:41 - New EU Local Search Results

Google has rolled out a number of updates and changes to the local search results to comply with EU requirements limiting the use of cookies and avoiding self-preferencing. The results seem to more of a passive aggressive attempt at compliance that will not generate much traffic for other sites and certainly won’t improve customer satisfaction.

Segment Reference Articles:Google's DMA-Compliant SERP