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
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
Segment Reference Articles:Google's DMA-Compliant SERP