As you are probably aware or noticed, Google has been testing changes to their search engine results pages (SERP). The new layout has a cleaner, less cluttered look, with a brighter, whiter interface. Some other experiments include placing individual results in their own box or “carded”, and using a longer snippet width that provides roughly 20 extra characters. What does this mean for your website design and content?
Some studies show that as much as 64 percent of your web traffic comes from organic search. Therefore, any changes to the SERPs should create a lot of concern to you and your business. Your position within results, and the rich results appearing at the above the fold, do impact how many click-throughs you win. The changes to the SERPs are driven by Google working hard to understand user intent, and serving them the results that will satisfy their needs and demand.
It is Google’s new intent-focused SERP that businesses and marketers need to pay attention to. Nonetheless, the signs of this move have been developing for years. Google has worked to understand the intent and desire of search queries. Therefore, even before any change takes hold, a small change in phrasing can produce significantly different results. This is one reason our agency has pushed the idea of uniquely valuable content. Your content pages and blog entries must feed your prospects’ and customers’ hunger for information or entertainment.
These changes were developed from what Google calls micro-moments. As we have discussed in the past, 60 percent of internet access is mostly mobile. Smartphones have changed the way people use search. Users will have a need or desire, and spontaneously grab the nearest device to quickly perform their task and move one. Google has identified four distinct micro-moments.
Therefore, Google wants to learn and understand what users intend when they perform a search within one of these categories. They then can provide the results that best matches what users actually want, from both paid and organic results. In order for your website to properly function within this new intent-focused SERP, your web design, SEO, and content creation must work in harmony. This is the only way for your pages to appear favorably on search engine results pages.
What haven’t we covered yet that is important to you? If you would like to talk about your website design and the changing SERP, or need more information, please contact us.