Only the major updates get publicity, but Google actually tweaks its search algorithm routinely throughout the year. Paying attention to the underlying current of search engine changes is beneficial as you look to adjust and adapt your eCommerce strategy.
The following is an overview of some of the recent Google algorithm changes and their implications for eSellers.
Google has ramped up the pressure on webmasters to prioritize mobile since its first major mobile update in April 2015. Most recently, the company announced that it is indexing mobile pages ahead of desktop versions to better serve the majority of searchers that are on a mobile device.
Ideally, you not only have a responsive website at this point but one that emphasizes mobile quality as a priority. If not, work toward an optimized mobile experience as soon as possible. Google has been testing this mobile-first indexing approach for a while now, and the company believes that it is necessary to meet the evolving needs of its users. Desktop pages don’t deliver as well on a mobile device.
In some cases, Google updates its algorithm more broadly to enhance the quality of pages provided to users. If your site took a hit in search results in March, April and May, it is likely that Google’s recent core update affected your results.
The challenge with this recent update is that Google didn’t provide a lot of helpful details on reasons for the changes. Instead, it is generally believed that the move was a basic adjustment to its recipe intended to upgrade sites that provide a better overall user experience. If your rankings were downgraded as a result, evaluate the quality of your user experience. In addition to search performance, a high-quality UX is vital to meeting the needs of a demanding and ever-changing online market.
Google has been delivering rich answer boxes on search results pages for a few years now. However, the importance of these answers is increasing as Google attempts to simplify its ability to provide quick answers to its users.
The most recent trend is what is known as zero-results SERPs. In situations where Google perceives a user’s intent is a quick answer to a question, it delivers a results page with a knowledge card and no organic results. Math-based questions are an example.
Currently, these zero-results instances are minimal. However, it is clear that Google more and more wants to provide answers to queries that don’t require a clickthrough, when possible. In response, you can attempt to structure pages to earn rich answer box placements. More logically, target your content to align with searches where more in-depth content is required and a clickthrough is likely.
These are some of the most important recent Google search algorithm changes and their impact on eSellers. Adapt to these changes quickly, and keep your eyes on the continued evolution of Google’s search formula.
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