How does it have an effect on your advertising and marketing methods?

Every time we do a Google search, the best results come in the first few pages and that’s where a lot of people stay. But this digital marketing Scenario can change very soon.

Google has released an update with the user Scroll mobile SERP continuouslywhich breaks the structure of the current result pages.

What does this mean for marketers and what aspects of this update need to be considered in new marketing strategies? Read on to find out!

What is the Google update about?

Niru Anand, Google’s Search Product Manager, announced this Search results pages are being redesigned on mobile devices to make them easier to navigate.

This means that when someone does a search, the results will automatically load onto the screen instead of having the user click to the next page.

The feature, launched in mid-October, is only available on mobile devices in the United States. But according to Anand, other countries will have a chance to try it out in 2022.

The reason Google decided to do the SERP Experience is based on the perception that most people tend to look for what they are looking for within four pages. With the continuous scrolling, you can easily get more results.

How will this change the Google experience?

The scrolling SERP makes it possible to see many results with just one touch. Currently, many users only check the first page and select the content that seems to have more to do with the search. In this new update Users have the option to find inspirational and interesting posts first and then click on their selection.

That’s why Improvement of the meta description and the SEO title will be material if this change is implemented. If both are very attractive, the click-through rate has a chance to be higher.

Pictures are just as important. As you can see in the example developed by Google below, effective images grab your attention as you scroll, an experience similar to thumbnails Youtube.

Source: Google

What is changing for content marketing strategies?

Corresponding John Muller, Webmaster Trends Analyst at Google, even though the user sees infinite scrolling, SERP is still showing groups of ten results. When a user touches the screen to view more results, ten more results are loaded.

So in terms of SEO, the number of impressions will be higher because in the current Google search some people will only remain in the first page results. However, when scrolling, other pages are displayed and this increases the impressions in the Google Search Console.

On the other hand, according to Müller, the click rate will probably stay the same. It makes no sense for Google to make it easier for users to reach the second SERP page, as the best results for the topics searched for appear on the first page.

How will ads change?

As you can see, the process is changing for SEO and the same goes for ads, especially those that appear at the top and bottom of the page.

With this scrolling update, text ads are redistributed between the top and bottom of the pages as the bottom has fewer views.

In addition, further changes will be implemented in the future, such as: B. multiple displays for each individual query. Shopping and local ads will remain unchanged for now.

As Google updates and changes, brands and companies have to adapt. For more information on SEO, see take a look at the best practices We created.