What does Google's Layout mean for your Digital Marketing

The digital world is forever changing and, while adapting to the latest trends is just part of business, it’s important to understand how specific updates can affect your marketing strategies.

The new Google ad layout, for instance – which was implemented to provide a better user experience for commercial queries, and to deliver a more efficient service for advertisers – impacts organic search in many ways, so let’s take a closer look at this very topical issue.

Organic results pushed further down the page

Back in February, Google announced that four paid search ads would appear at the top of the search engine results page (SERP) instead of the usual three. The ads listed on the right-hand side would also disappear completely and ads that fell below the fourth rank would appear at the bottom of the page – but only a total of seven adverts in total would be shown per page. A big change.

This, of course, was significant news for the SEO industry meaning that, as a result of organic search results being pushed further down the page, click-through rates for top search listings would probably decrease. The revelation that attractive paid ads would now likely distract from organic pages was undoubtedly a blow for many businesses that had invested time and money into their SEO strategy, but with this type of SERP being seen more and more frequently – particularly on mobile devices – it is something companies have to be prepared for.

In short, Google has become an expert at working out intent. It can easily tell the difference between someone browsing for information and someone looking to make a transactional query, andis dedicated to providing the most relevant information – even if it means no organic listings appear above the fold. With this in mind, a multi-pronged marketing strategy is most-certainly needed.

The need for an organic and paid search strategy

Since the Google update, it’s become clear that an integrated organic and paid search strategy is one of the best ways to succeed when it comes to online marketing. In order to maintain visibility, companies should think about investing money and time into PPC while simultaneously perfecting their SEO techniques so they can rank highly for organic search terms too. Effectively, the latest SERP changes have made it necessary for businesses to compete with themselves with paid search and SEO techniques being combined to help reach target audiences.

Important to rank for local listings

As paid adverts and local listings appear before organic results, it’s also essential for businesses to rank for local search results, so developing a clear local SEO and PPC strategy is key to the success of your business in the local area.

Finding Hard to Keep up with the SEO Changes?

If there’s one thing that’s consistent it’s change, so always be prepared to adapt accordingly and, if you’re looking for top-quality SEO/PPC services, don’t hesitate to contact Whitefish Marketing.


About Chris Surridge

Chris Surridge is an experienced Digital Marketing Director with a wealth of knowledge on Search Marketing Strategies and Conversion Analysis. His value is in strategic planning for client accounts, and his consultative services.