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Google’s SERP changes

Google’s SERP changes

Over the last months, Goolge has modified the structure of the search engines result pages. Is not new that Goolge introduces changes to their search engine, since with google the only constant is change. In this article we will review the last changes implemented by Google and analyze what is the impact for online marketing professionals.

 

Let’s have a look at the last changes implemented by Google on their search engine results pages:

  • Removal of Ads on the right-hand side

This change may have an impact mainly for small advertisers using Google Adwords. Due to the removal of the right hand side Ads, the Ad inventory has been reduced, which will probably lead to higher costs and will push out this kind of advertisers. For big advertisers spending big budgets on Google Adwords this may not impact their metrics so hardly.

  • Increase of the number of Ads on top of the organic search results, from 3 to 4

This change has a positive impact for PPC marketers. CTR is 14 times higher in this Ads compared to Ads for the same keywords in the right side, and this Ads can all use location extensions, call-out extensions and sitelink extensions, which before could only be used in top-of-page Ads. Taking in account that up to 3 extra paid Ads can appear below the search results, Google is giving the more and more importance to paid result than organic results.

  • Yellow ad label for ads (PPC) removed

The only sign for users to make the difference between paid Ads and Organic results is a small green “Ad” sign next to the URL of the result. According to these changes it seems that Google is trying to reduce the differences between the 2 kind of results, giving a more native look to paid results.

  • Increased size of Ad headlines

The size of the Ad headline has been increased, from 30 characters to 70 characters. The description has also been increased from 70 to 80 characters, so there is much more information that can be shown per result.

All the changes above have had a negative impact on the organic search results, since from now on paid position 4 is the new organic position 1. Overall, these changes make us think that Google is giving more importance to the paid results than to organic results.

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