How Google’s New Layout Predicts the Future of SEO

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When you think about SEO and what’s changed during the last 5 years, what comes to your brain?

Chances are, it’s something related to how it’s harder to get ranks on Google.

But why has it gotten harder to get more organic traffic?

Well, if you ask most SEOs, they’ll say it’s because Google has created a much more complex algorithm.

They look at factors like page rush, symbol inquiries, and hundreds of other factors that it may have not been situating much emphasis on in the past.

But that’s only half the story.

The reason SEO has get harder is only partially related to Google’s algorithm changes.

Here’s what most SEOs aren’t talking about that you need to pay attention to because this will show you the future of SEO.

Google’s ever-changing layout

When you play-act a Google search, what do you recognize?

Some organic directories and some paid outcomes, right?

And that’s what Google has shown for years. Much hasn’t converted from its core concept.

But over the years, they have continually originated small layout tweaks which have added up to big changes.

Let’s look at Google’s layout converts over the past few years … lucky for us, Orbit Media played random Google searches in 2013, 2014, and 2015 and likened them to Google’s current layout for us.

2013 google

The big differences from 2013 versus 2019 are 😛 TAGEND

The first organic index is drastically pushed down The ads used to be clearly identified through intend parts, but now they blend in more.

Now let’s look at 2014 versus 2019 😛 TAGEND

2014 google

And 2015 versus 2019 😛 TAGEND

2015 google

The big direction is that the organic search results have been drastically propagandized down below the fold. Roughly by 3.3 X.

That’s a huge difference!

A listing these days may have a map, aspects from their knowledge graph, more videos and personas, and whatever else Google feels their customers may want.

Another large-scale vogue is that there are now boasted snippets. Although these featured snippets can drive traffic to your website, they also support the searcher with the answer they are looking for without having to click through to your site.

Just perform a search for the largest tree in the world…


Sure, I could sounds through over to to get the answer, but why? Google devotes it to me right then and there.

With organic schedules being pushed down, and Google answering a portion of people’s questions without them even needing to click through, this conveys organic listings will get fewer sounds over time.

And it’s not stopping there

Let me ask you a question…

How numerous organic directories are on the first page?

10, right?

Well, that’s what we are used to, but when’s the last time you actually counted?

7 listings

Google’s dumped 5.5% of organic first page listings. Yes, the first sheet does have 10 schedules a lot of the time, but not as often now.

Here’s a diagram that’ll show you the alteration 😛 TAGEND

serp listings

18 %!! That’s the proportion of firstly page inventories with less than 10 organic results.

What’s crazy is it used to be 2 %. That’s a huge jump.

So, which is what i Google testing with their layout?

This is a small test that they are doing with their layout, in which some arises may not have any itemizes.

empty serp

But Google did report that was a glitch. The sheet was not supposed to contain any organic listings, but at the same time, it was supposed to contain no paid schedules either.

And over experience you are able to incessantly imagine Google to run more layout ventures and oblige more permanent changes.

Now before we get into the future of SEO, let’s get one thing straight.

Google is a publicly traded company. Sure, their destination is to create an amazing product, but they have to make money at the same time.

You can’t blame them for seeing modifies that growth their ad revenues.

Yes, you may claim that this is creating a painful event for useds, but is it certainly? If it was, people would switch to Bing or any of the other alternative search engines out there.

I still use Google every day. Yes, it may be harder to get sounds organically, but as a consumer, they’ve developed an amazing experience.

The future of SEO

Google doesn’t only make changes to their layout madly. They flow experimentations, they canvass consumers, they try to figure out what searchers want and support it.

Based on the layout deepens they have spawned over the years, you can make a few assumptions 😛 TAGEND

More rich snippets- people want the answers to their problems as quickly as possible. You’ll interpret more copies and differences of rich snippets integrated within future schemes as this provides explorations with their rebuts faster. Less sounds to your website because of voice search- according to Comscore, 50% of searches will be voice inquiries by 2020. Don’t expect beings to be done in order to your locate because of voice search. Person are trained to ignore ads- no matter how much Google pushes the first organic inventory below the bend, parties are trained to ignore ads. No material how much Google melds them in, most people tend to click on organic itemizes. 43.9% of the world still hasn’t come online- we all know Google is the dominant world search engine. But exclusively 56.1% of the world’s population has Internet access. As more beings come online, more beings will use Google as their search engine, which signifies more beings to click on your organic schedules.

In other terms, SEO isn’t dead and it is still an amazing channel. Just look at my traffic stats over the last 31 epoches 😛 TAGEND

total traffic

Now of those 4,362, 165 monthly inspects, guess how many come from search engines like Google?

search traffic

A whopping 2,343, 362 visits.

In other messages, SEO constructs up 53.71% of my freight. That’s a ton of traffic.

And even with Google’s ongoing conversions, you would expect my transaction to be lower, but it isn’t … it’s gone up.

search traffic year

A year ago, I was making 1,088, 251 tours a month from Google. It’s now gone up to 2,343, 362 even though Google’s algorithm has continually gotten harder and organic results are continually being pushed as far away the fold.

But still, you shouldn’t only rely on SEO

I love Google and even though there is a future for SEO, you shouldn’t rely on it. No stuff how good you are at SEO, it doesn’t insure success.

Let’s look at a company that you are familiar with … Airbnb.

Did you know that Airbnb didn’t come up with the concept of renting out your room or areas in your residence?

Can you suspects who it was?

It was VRBO and they came up with that sit 13 years before Airbnb did.

But here’s what’s interesting … who do you think acquires when it comes to SEO?

Shockingly, it’s VRBO.

VRBO vanquishes Airbnb when it comes to Google positions and they have for a long time. Here are just a few examples of keywords VRBO ranks for that Airbnb doesn’t 😛 TAGEND

hilton head rentals ocean metropolitan maryland rentals cape cod rentals cabin rentals vacation homes vacation rentals vacation home rentals

Airbnb does grade for organic keywords as well, but the majority of members of them are brand related.

They suppressed their event without relying on SEO and they find themselves 13 times late when it came to entering the market.

So how did Airbnb win? Well, the prime route was they constructed a better product.

But in addition to that, you focused on an omnichannel coming. From SEO to PPC to advertising on TV screens in airliners, they tried all of the major directs out there.

Yes, you need to do SEO, but you can’t rely on it as your only informant of traffic or income. Diversify , not because of Google, but because you can’t button customer behavior.

People may not prefer to use search engines in the future, they may want something else, which means you will have to adapt.

Plus you can no longer build a big business through one channel.

Yes, Facebook did ripen through referrals. Quora did proliferate through SEO. Dropbox thrived through social media … but those circumstances don’t is no more. What worked for these old-fashioned fellowships won’t work for you.

You have to leverage all canals to do well in today’s market.


Google may be constitute converts that you don’t like as a marketer or business proprietor, but that doesn’t mean SEO is dead.

You can see it from my own transaction stats. You can still grow your congestion, even with Google’s ever-changing algorithm.

Don’t worry about the future because you won’t be able to always predict it or even prevent the inevitable.

The only real mixture is to take an omnichannel approach so that you aren’t relying on any one channel.

What do you think about Google’s current layout?

The post How Google’s New Layout Predicts the Future of SEO sounded first on Neil Patel.

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