What to Know:
– Google has made two updates to its search engine results page (SERP) that could negatively impact publishers.
– The first update is the removal of the “More Results” button, which means users will have to click on a specific website to see more results, reducing the visibility of other publishers.
– The second update is the addition of a new “Reviews” section, which displays reviews for businesses directly on the SERP, potentially reducing the need for users to click on individual websites.
The Full Story:
Google has recently made two updates to its search engine results page (SERP) that could have a negative impact on publishers. These updates could potentially reduce the visibility of publishers’ websites and make it harder for them to attract organic traffic.
The first update involves the removal of the “More Results” button. Previously, when users reached the bottom of the SERP, they could click on the “More Results” button to see additional search results. However, Google has now removed this button, meaning that users will have to click on a specific website to see more results. This change reduces the visibility of other publishers and makes it more likely that users will only visit the top few websites on the SERP.
The second update is the addition of a new “Reviews” section on the SERP. This section displays reviews for businesses directly on the search results page, eliminating the need for users to click on individual websites to read reviews. This change could potentially reduce the amount of traffic that publishers receive from users looking for reviews, as they can now get the information they need without leaving the SERP.
These updates highlight the importance of publishers adapting their strategies to remain competitive in the changing search landscape. Here are some steps publishers can take to mitigate the impact of these updates:
1. Focus on optimizing for featured snippets: Featured snippets are the information boxes that appear at the top of the SERP, providing users with quick answers to their queries. By optimizing content to appear in featured snippets, publishers can increase their visibility and attract more organic traffic.
2. Improve website speed and user experience: With users having to click on specific websites to see more results, it’s crucial for publishers to provide a fast and seamless user experience. Optimizing website speed and ensuring a user-friendly interface can help retain visitors and encourage them to explore more of the website.
3. Enhance the quality and relevance of content: As the competition for organic visibility increases, publishers need to focus on creating high-quality, relevant content that provides value to users. By offering unique and valuable information, publishers can attract and retain organic traffic.
4. Optimize for local search: With the addition of the “Reviews” section on the SERP, local businesses should pay particular attention to optimizing their online presence. This includes encouraging customers to leave positive reviews and ensuring accurate and up-to-date business information on platforms like Google My Business.
5. Diversify traffic sources: Relying solely on organic traffic from Google is becoming riskier as the search engine makes updates that can impact publishers’ visibility. Publishers should consider diversifying their traffic sources by investing in other channels such as social media, email marketing, and paid advertising.
While these updates may pose challenges for publishers, it’s important to remember that Google’s goal is to provide the best possible user experience. By adapting their strategies and focusing on delivering value to users, publishers can remain competitive and continue to attract organic traffic.
Original article: https://www.searchenginejournal.com/new-serp-features-that-are-bad-news-for-publishers/503649/