Winners and losers from the recent Google changes

Over the past few months Google has commenced the roll out of three significant changes. Each of these has had a major impact on the way users search for products and services online. As the roll-out nears completion, I thought it would be useful to explain the likely impact for different types of Australian businesses.

Google Instant

The change: When entering a search phrase, results are updated in real-time as Google offers you phrases it thinks are most relevant.

Why this matters: Websites are often optimised to rank well on "long tail" keyword searches (these are the numerous but less popular keywords). It is possible that Google Instant will have the effect of reducing the length and variety of search terms as people use Google's suggested keywords and also stop typing once they spot an appropriate search result. These sorts of popular search terms will become even more competitive, and in the case of paid search, more expensive.

Potential winners: Sites ranking well on generic or popular search terms.

Potential losers: Sites currently receiving organic (i.e. free) traffic from less popular search strings as well as sites using popular and generic terms in paid search where the price is likely to increase with competition.

Google Places

The change: Google Places allows business owners to create a free profile containing address information. With the recent changes some location sensitive search results now feature Google Places listings ahead of organic search results or, in some cases, integrated into the organic results themselves.

Why this matters: For some searches, the previously top ranking organic results are now receiving less prominence, and therefore less traffic. Of the three changes this is by far the most important.

Potential winners: Businesses with a physical location and a reasonably developed Google Places listing.

Potential losers: Large national sites who were previously able to dominate search results through significant SEO budgets, directory sites who were able to dominate search results at the expense of actual providers and online stores and other businesses who are not able to claim a Places page.

Google Instant Preview

The change: Organic search results now contain a magnifying glass icon which, if clicked, shows the user a preview of the website in question.

Why this matters: The minute you use this function something becomes very clear - there are some sites you simply won't be visiting because they appear to be unprofessional or inappropriate.

Potential winners: Professionally designed sites.

Potential losers: Poorly designed sites, or sites where there is no obvious content. In addition, a Google display bug means 'Flash' heavy sites will also be losers from this change.

The Bottom Line

The lesson here is that nothing stays the same and businesses need to take action to avoid losing traffic to better placed competitors. As a web design and online marketing firm, we are currently working with some of our clients to regain lost ground whilst working with others to make the most of the new opportunities being presented.

If you would like to discuss the likely impact of these changes to your business, please contact us on 1800 981 442.