Presented by Finlay Clark, Industry Manager – Agency at Google.
It Is All About Context
People start to search as they think rather than restricting to keyword or phrase with 1/3 of all searching being unique in 2010. Hence finding result by exact phrase is not providing the best and most relevant result to the searcher. Google is going forward with more semantic approach providing results by context relevance rather than exact phrase match. For SEO it means more work on the theme of keywords in the content rather than repetition of one main keyword.
Get Results from Your Social Network
Google sees future in social results and probably will expand on currently available feature of social results. Google lets you see relevant comments of your network in the search results when you are logged in and have Google Buzz. Making results not only more aware of social content but also making them more personal to you as an individual.
More Translations – More Results
Google results’ page options on left side bar allows for all results to be translated from foreign language. Thus providing more options to user, but does it mean that searches without location relevance will be more universal and Geo-targeted SEO is out of fashion?
See this option under drop down in “More search tools”
Why Local is in Main Results Area
Now we have some answer on why Google inserted local results into main part of results page. Smart phone users search 50% more than people without smart phone. Hence local results moved to main part to encourage mobile search by users without smart phones.
Google New ads formats
- Google image results will have new formats with image and text on top of the results .
- Connecting Google Adwords to Google merchant will allow star rating in the results, but Google does not show any rating if it is below 4 stars
- Other merchant features moving into main results would be coupons, with estimates of 300m mobile coupon users by 2014
- Call back request buttons with information on the approximate time of response is one of the features which will boost further local ads.