behavior Visual search impacts search engine results. Search results pages are becoming increasingly complex, visual and have acquired many new functions.
Artificial intelligence (AI) plays an important role in personalizing the SERP. With AI technologies, the search engine can discover patterns in search behavior. This makes the algorithm familiar with the preferences and interests of users and will help it better understand the intent behind the search query. Also, based on the user’s location, the search engine can provide relevant search results that are specific to that location, such as local events or businesses.
What can search specialists do with these changes?
Now that we’ve established that search behavior has changed and how it’s impacting search engines and the SERP, it’s time to discuss how search marketers can address these changes.
Paid Search
In the area of Paid Search we see a number of shifts:
1. Greater focus on shopping (SERP element A)
As the SERP becomes more visual, there is a greater focus on shopping in Paid Search. Now that Google has started migrating existing Smart Shopping campaigns to Performance Max since July 2022, setting up shopping campaigns has become a lot more difficult. Therefore, take the following points into account when setting up the campaigns:
Campaign structure : Organize your campaigns based on targets. Do you have categories with the same targets? Put them in the same campaign and create separate asset groups for the categories.
Images and videos : make sure your images, at least, have a light background and are of good quality. If you have videos, add them too, otherwise Google will create videos themselves and they are often of poor quality.
Product feed : enrich your product feed with as much data as possible. Add as many relevant product specifications as possible and also use recently launched specifications (such as short title and product highlight). The more information you give Google, the more relevant your ads will be.
Shopping is no longer limited to static images, as list of scotland consumer email more and more products are available in 3D visuals.
2. Text ads become more visual (SERP element B)
To show images next to your text ads in Google, you need to add image extensions or dynamic images. When uploading these images, make sure that:
You upload at least 3 types of images preferably both square and rectangular
The high quality images are (1200 x 1200 pixels thought leadership in 2024: invest in a rock-solid foundation or 1200 x 628 pixels).
There is no text on the image.
The subject of the image is clearly visible when aob directory the image is cropped.
3. Local Paid Visibility (SERP Element C)
To be paid visible in Google Maps it is advisable to set up a Performance Max campaign. When setting up, choose ‘local store visits and promotions’ as campaign goal and link your store locations.
Organic Search
The developments are not only having an impact on the field of Paid Media. The organic search results are also changing. For example, Google is increasingly showing organic search results (Answer Boxes, People Also Ask Boxes.