As always, the SEO landscape is currently shifting. Why? Because, like usual, Google’s doing some shifting of their own and businesses, marketers, and SEO specialists need to follow suit.
What’s changing? The layout of the search results pages, which means you need to adapt, no matter what it takes, and as veterans in SEO in NY and NJ, we know a thing or two about adapting.
So, read on to learn about the latest layout changes, what they mean, and what you need to do to find or maintain search engine optimization success.
First of all, the changes have taken place on desktop search results pages, and make no mistake, while mobile search is more important than ever, that doesn’t mean you can afford to neglect desktop searchers.
Now, Google’s been experimenting with showing four ads, or paid search listings, above any organic listings in the mainline area of the results pages for certain queries for years, but now, it’s becoming a whole lot more commonplace.
In desktop search results, Google will now show up to four ads up top for a much greater number of searches, and that’s not all that’s changed as the search engine will also no longer show text ads on the right-hand side of results pages either but will show three at the bottom now.
For more on all the changes, check out this great post from Search Engine Land, FAQ: All About The Changes To Google’s Ad Layout On Desktop Search Results.
How does it affect your search engine optimization?
More paid ads in the main area and less on the right means a few things for businesses and marketers. First of all, many paid campaigns will probably find the shift helpful because ads in the top banner area find a much better click-through rate than those on the right.
Also, fewer areas for ads will make testing and reporting a little easier, but one of the downsides to the layout shift is that less overall ads per page will likely lead to higher prices as businesses try to fight for those top positions.
The real loser here, though, is organic search. Think about it, four paid listings will now show up top for a lot more searches than before, which means organic listings won’t show until after that, and likely not above the fold. So, your organic SEO and content marketing needs to be on point now to have any chance of search success.
We’ve been in SEO in NJ and NY long enough to know that when it comes to deciding what to do after a big search engine shift, it’s time to adapt, even if the specifics may not be so clear yet. Right now, it’s imperative to find the right balance of PPC and SEO, and while there will likely be some experimenting and testing necessary, you need to keep at it.
Analyze the results, make the necessary adjustments, and move forward because the bottom line is, while a Google page layout change is a big deal, it’s not the end of the world. You just need to do everything in your power to evolve and, look at this way, by the time you fully do so, there will probably be another big shift to adapt to, and so is the world of SEO and internet marketing!
About Us: Climb The Search, a leading SEO company in NY / NJ, offers the total package of search marketing services, including inbound marketing, search engine advertising, and website design. At CTS, we help businesses grow, every day.