How to Prepare for Google’s Search Makeover

Peter Roesler, President - Web Marketing Pros

By Peter Roesler

President, Web Marketing Pros

You know it’s coming, there’s no getting around it; go ahead and embrace it and start generating new revenues as soon as possible. Google is remaking it’s search engine results, providing end users with better and more prolific information. No longer will Google spit out a list of links associated with a query; now, specific information is going to be presented, in some cases eliminating the need for end users to click on a link.  Is this going to change search as we know it? Hopefully yes!

Paralyzed with fear of this development?

Don’t be; you merely have to change the way you’re doing search engine optimization, and the changeover isn’t a tough one. Google’s recent release of the Panda and Penguin updates shook up the world of low quality back links and effected a large chunk of websites that were completely dependent on Google rankings for success.  If your website was effected here’s information on how to recover from the Penguin and Panda updates.

First, the new results are going to be data rich, so it boils down to “data in – data out.”

When creating SEO programs, start adding more data for Google to latch on to. And, consider in the middle of all of this, you now have to consider the types of web sites you’re working for – beyond desktop sites, don’t forget smartphone-exclusive sites, and domain and task models such as Siri. You’ve got to start thinking more globally, and anticipating more who will be searching. The SEO world today goes beyond end users sitting at a desktop or laptop dancing across the Internet; now with smartphone (and, older feature phones which are still prevalent in the marketplace) services being accessed anywhere from a bus bench to a hot dog stand or the top of a mountain, tens of millions of new users are searching for the data you’re presenting, and hoping to generate revenue from ultimately.

Are you presenting data in such a way it can easily be found and have an impact on your SEO program – and, even more importantly – your site revenues?

Think of some of the basics to get you started; take a page from news journalists who answer basic questions in every properly written news story: who, what, why, when, where, and how. That’s the type of information Google search is now going to be providing; help things along and provide that for Google as part of your SEO programs. Don’t forget things like events, specific products, brands, geographic locations – any detail which will help pull more information together.

What are the numbers?

Google may have made things a bit difficult for SEO professionals, but consider this report: billions of clicks are made for searches on Google. That’s a huge number. An additional 300 million search clicks are landing on Wikipedia every month – not year, but month. That’s three billion, six hundred million searches a year on Wikipedia looking for and finding information; none of which generate any revenue for anyone. A search click is a terrible thing to waste, especially when they add up in the billions.


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