Google Gives Search a Refresh
For anyone that works in digital marketing this article is crucial reading but for SEO specific professionals it is particularly pertinent.
Google has been busily modifiying its algorithm throughout 2011 and early 2012 due to increased competition from Facebook and Twitter in its mission to provide users with the best search results on the web. And the reason for this mission? To get more clicks on their ads - don't forget, they are a business not a charitable organisation.
Their next swathe of changes involve bringing more information directly into the search engine results pages using what they term as a database of "entities". These entities aim to provide the searcher with as much information around a search query as possible meaning if you type in in "Thai Green Curry" you will see information such as recipe ingredients, thai chefs and other useful information.
Sounds pretty cool for users but how does this affect digital marketers?
From my understanding, if Google is answering questions within its results pages then why would a user click through to a web page that provides the same answer?
Also Google are looking at ways to monetize this new way of showing results so it makes sense that they will insert their ads next to answers. This makes me think that if a user types a question, gets an answer then sees the link to buy (an adwords ad) then the information site is literally cut out of the equation and the Google adwords customer gets the click.
This raises the worrying suggestion that building websites out with great informative content might only be good for Google and not for the site owner that provides the content since Google will be using your content to answer questions then shipping your prospects to their customers (which of course could be you).
I can't gauge much more than that and I'm sure that there will be opportunities but it is all looking a bit vague right now for anyone trying to put a strategy together for dominating Google (with SEO at least!)





