Google Makes Important Update To Their Search Engine Results Page (SERP)

Google is constantly making updates to their search algorithms, which is the criteria used in gathering and prioritizing search results for given keyword phrases. It is up to us Digital Marketers to stay on top of these changes to help our clients stay on the first page, and wherever possible first on the list.

Well now Google has made a few major changes to their SERP (Search Engine Results Page), which has advantages and disadvantages for website owners and Google AdWords advertisers.

Here’s what the changes are and what they could mean for you:

This will bring the user experience from desktop users closer to that of mobile users, which is the majority of current internet traffic anyway.

Google is testing the performance of Product Listing Ads (PLAs) within the main listing against its usual placement in the right panel, so you will now find both displays in your searches, as seen below.

Cost-per-click (CPC) rates have not changed, though advertisers were holding their breath waiting to see them skyrocket. Increases in CPC rates were expected due to having less ad spots on the SERP, as well as having an additional ad spot at the top of the organic list. However, data so far has shown that CPC rates have generally stayed consistent.

• For those with eCommerce websites, Product Listing Ads (PLAs) have seen an increase in CTRs (Click Through Rates). This makes sense based on the positioning of the ads in the current SERPs.
• Ad 3 spot has seen significantly higher CTRs. Advertisers are not sure why yet, but we will be watching the data that comes in over the next few weeks to see if this trend continues.

• Ad Spots 5-7 are obviously not performing well in their new position, below the organic results list, but they didn’t really perform well in their previous position.
• Ad Spots 8-11, which are no longer on the first SERP has obviously suffered significantly, but again these positions did not perform very well anyway.

Organic results will be hit the hardest, as they are now pushed even lower on the page. The additional ad spot may result in your website being pushed below the fold, requiring a user to scroll in order to see it.

It is more important than ever for businesses to combine efforts of advertising and SEO in order to ensure that your websites are found.