I was asked at a presentation one day in the follow-up questions section "What's new on online marketing?" I realized that as experts in this area we knew what was new and we could filter all the incoming changes we see to just a few perfect gold nuggets for other businesses. This month we're talking about the upcoming Google search results page redesign and Google My Business posts. Generally I try to diversify but this month, these are just the most newsworthy items.
Google My Business Posts
Google My Business (GMB) has been around for years now and really started taking a larger role when Google+ was deprecated. Recently Google rolled out a new feature, the ability to add "Posts" to the listing. Now, at first glance it may seem like Google is trying to just get in to the social media game but actually, their motivations are much different.
- These posts can take many forms: Events, Announcements, Coupons, Purchase Links, etc.
- These posts can be pushed to in-store visitors.
- These posts are shown prominently in search results.
Since this is a new feature Google is working hard to find ways to use these posts and so, as an early adopter, your business will get a bigger benefit since very few businesses have added GMB posts to their content plans.
We suggest that you start posting to the Google My Business listing at least monthly.
Google Search Results Page Redesign
Google has been rolling out redesigns to many of its business tools over the last 3 years and the Google search results page looks like it is the next to get a face lift. Early screen captures show the common box look that has hit Android phones in the last year. FYI, for late night online marketing trivia: the name of their design approach is called "Material Design".
Notice that each result area is in its own white background box. Notice how the rich content Image section is in a box as well.
The implications will be interesting. I think that the first few spots on the results pages will become even more important though we're not sure what is going to happen with ad placement graphic design yet... right now people have been trained to skip over the first 1-4 ads per results page. With this redesign people might focus in on the ads more again.
Here you can see that a search for a brand name where call-out links are correctly setup on the Website SEO the whole thing fits in a box. The News rich content section is shown as a single box. So it is reasonable to assume that all rich content sections go in a single box at this point.
This is much like the Google Assistant redesign that has come to Android phones in the last 1.5 years so I expect this will help Google leverage fewer tech platforms to provide desktop and mobile services.