Good morning search marketers, the search results page is getting shook up once again.
Before we even had time to get over favicons in the desktop search results, Google has announced that listings that earn featured snippets will not repeat on the first results page; it justified the change by saying it declutters the results. Featured snippet owners now have one fewer URL in the top results, and those who don't own featured snippets have one fewer organic listing to compete with — at least, on the first page.
The company also stated that the regular listing that corresponds to the featured snippet may or may not appear as the top result on the second page. "We have not seen any URLs used within a Featured Snippet that are not ranking organically at the first position on page 2," Mordy Oberstein, CMO for search analytics company Rank Ranger, told Search Engine Land. "While we have not completed our analysis, we are heavy into it and so far all URLs are at the top of page 2." If you own a featured snippet, keep an eye on how the change affects your traffic and impressions and tell me what you notice; you can DM me @geochingu.
Another thing that's disappearing from the search results page: "ads" and "sponsored" labels in flight listings. Google is no longer charging partners for referral links on Google Flights. A company spokesperson said that flight search results will continue to be ranked on the basis of price and convenience. Providing users with the most relevant flights is in Google's best interest as it continues to make itself a preferred travel destination through its tools and content, which will also make Google My Business participation even more important for those marketing to travelers.
"Google's not trying to stop anybody clicking through to anywhere. If I want the weather forecast, why shouldn't I just see it? Why would I have to click any further — just make sure you're the one providing the answer," said Mike Grehan, CMO and managing director for search marketing agency Acronym, during his chat with Search Engine Land's own Barry Schwartz. The two search veterans discussed the importance of intent, the ways AI and machine learning are impacting organic and paid search and just how far the industry has come over the last 25 years. Watch the full video here.
Does your wishlist of GMB improvements match Joy Hawkins'? Keep on reading for that, as well as your daily Search Shorts and more.
George Nguyen,
Associate Editor
