3 Not-So-SEO-Friendly Trends to Watch Out For
Posted by Daniel_Marks
It seems like every couple months (weeks?) there’s a new post predicting the end of SEO:
But rather than proclaiming that SEO is already dead (it’s not), let’s look at 3 ways in which the SEO industry might eventually die and ways in which SEOs can prepare themselves.
1. New ads
Google is constantly experimenting with new ad formats that actually provide a better user experience than organic results. The better the ads, the less traffic that will be captured by organic listings. What are some examples of when PPC ads provide a better UX than organic results?
Finding service providers in select cities:
Google has rolled out home service ads to a few markets as a way of making it easier to find various contractors. Even sites with incredible local SEO will have a hard time competing with the convenience of these ads, not to mention the extremely valuable endorsement by Google.
This is a relatively simple example of Google providing a bunch of relevant information directly in the SERPs with a simple interface that will, inevitably, come at the expense of people clicking through to organic listings about car reviews, details, dealerships, etc. I suspect that Google will continue rolling out these rich, informational interfaces to high-value verticals such as credit cards, mortgages, legal services, and so on.
It’s hard to imagine such a prominent, compelling interface not sucking up a decent amount of organic clicks. Google Flights has also likely contributed to the fact that Google earns twice as much travel-related revenue as Expedia.
This is one of the most ambitious ad interfaces that Google offers — you can literally play apps directly within Google! No need to download the app or click through to a site. It’s incredible.
SEO hasn’t traditionally been a huge driver of app discovery, so app streaming for games specifically might not be that disruptive to SEOs, but you can imagine this functionality being rolled out for all sorts of purposes. For example, instead of building functionality similar to Google Flights, maybe Google could simply send you to the Kayak app interface within search results and piggyback off the improved user experience of apps dedicated to one specific purpose.
Searching for products
As interesting as the previous examples were, the most dangerous Google ad products for most SEOs would likely be the different ones related to product discovery.
Product Listing Ads (PLAs), for example, offer a fairly basic interface relative to the previously mentioned examples, but this simplicity makes them very dangerous because it makes them so easy to scale. Google doesn’t need to build a bespoke solution for different verticals or sets of queries.
It’s not hard to imagine a future where product queries on Google simply return a large set …read more
Source:: Moz Blog