David Bowie made cha- cha- cha- changes to his look a million times, so why can’t Google? Get ready for the look and feel of Google’s site to evolve over the next few months. What does this mean for you as an SEO professional? Probably a bit of confusion and questions like “where did that button go!?” – but overall, it’s a welcome change.
Google is committed to working on three different areas of their design principals:
- Focus: getting the “clutter” out of the way. Giving you what you want when you want it in any Google tool you are using. Bolded action buttons and hidden navigation buttons (yup – this is where the “where did that button go” comes in!) will help you find what you need to be efficient.
- Elasticity: will allow you to view Google on any device at any time and have a consistent visual experience.
- Effortlessness: “power with simplicity” is the name of the game here. Clean and simple, the latest, greatest and fastest – all in one bundle!
Good thing Google has aged more gracefully…
The “focus” of your SEO efforts may have to change along with these Google updates. Google has decided to only show the navigation buttons that are “needed.” Vanessa Fox from Search Engine Land proposes in her article that most searchers won’t click the “more” categories to display more navigation choices and will just settle on the results that are shown under “Everything.” Don’t let your site fall victim of Google’s unexpanded navigation bar! Optimize your site to show for searches with very specific categories in mind as well as the generic “Everything” results. Take advantage of your meta data to make these differentiations as well.
The new “focus” update changes the organic results that are served based on the navigation button that is highlighted. For example, if the search is for “cute scrapbook ideas” and you are on the “Everything” button, this is what you would see:
Let’s say your site is filled with keywords for books about scrapbooking. Your site wouldn’t show here in the Everything results and searchers who never thought to expand the navigation buttons by clicking “More” will never find your site. But look what happens when they DO expand and click on “Books:”
Tada! More focused site results… Moral of the story? Make sure that you choose those keywords that will serve your site in BOTH categories.
We would love to hear from you about the new Google design updates and how they will help (or hinder – hopefully not!) your clients. Let us know what you think! And as always, thanks for reading!
Felicia is an Account Executive at Hanapin Marketing, a search engine marketing firm focused on generating results through PPC and SEO.