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The changing SERP: Understanding and adapting to dynamic search results
Search results have become more personalized and dynamic over the years, creating a more challenging SEO environment for search and content marketers. But columnist Jim Yu shows how these changes can create opportunities for those willing to do the work.
Consumer search behaviors are changing rapidly. According to a recent report from BrightEdge (disclaimer: my employer), 57 percent of searches now begin with a mobile device, and last year Google revealed that voice search has increased to about 20 percent of all Google mobile search queries.
And of course, Google is constantly adjusting their SERP layout in order to better align with a searcher’s context and expectations. Consumers now expect to see rich content in SERPs that includes not just standard text listings, but video, images, local map results, featured snippets and more. The standard organic listings themselves also sometimes feature rich snippets, which enhance the listing by presenting information in a way that is easy to scan and often visually appealing.
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