Google introduced change in its page search ad layout. Its structure is finalized. The facet of the Search Engine Result Pages (SERPs) is revamped. This revivification will pay advertisers the dividend. The desktop users will experience vanished ads on the right-hand side of the search result globally. One more good news to cheer the advertiser is also in its stock. In place of three, the number of ads to be displayed is extended to four.
Along, the ads trailing to fourth rank will get their place at the low visibility area at the bottom. Overall, the SERP will house maximum of seven advertisements.
Why this need arose?
Changes represent need of the hour. Google’s observation notified that more than half of its searches are driven from mobile. And it has been bombarded over the last two years. Now, the engine wants desktop users behave similar to the mobile traffic and multiply with accelerated pace.
This new amendment will change the scenario of the desktop traffic. It will experience the search result fitting to the frame of relevancy criterion. Relevant data or information is an ultimate intention of the users. As a user, if I put my query as “what’s the price of iPhone 6 in India” in the search bar, the result will display shopping sites (like Amazon India & eBay India) in the ad layout. It demonstrates excellent capability of catching my (user’s) intentions. Advertisers find it a welcome change which will let them perform better.
If this engine of searching might have given priority to the organic listing, I might be trapped in the loop of click open the flashing results. Finding the relevant answer might have eaten up my valuable time. So, it’s all altered to bestow better user experience. Many SEO companies in India and abroad find it a welcome change which will let them perform better.
Paid search enjoys leading edge:
With the roll out of this new change, paid searches will cheer their leading edge over organic searches. More Click-Through Rate (CTR) will go to the account of the paid advertisers. The organic searches will trail them in pulling traffic. Consequently, the traffic pulling ads will gain inexorable improvement in their ranking. But this ranking will not come at dirt cheap price. They have to pay a pot of money.
An outstanding branding gimmick should be an optimal mix of an organic and paid search strategy. Keeping an eye on top ranking and gaining instant visibility through paid ads can make the brand a forerunner. Impactful landing pages should have strong support of intelligent content strategy.
Paid listings are highly commercial. So, your focal point should be the landing page. And the content on this page should be targeted to lead generation or buying. On the other hand, organic listing pages should be traffic-oriented.
The holistic view favours for perfect blending in wise SEO strategy.