It can be hard to notice, but Google’s search engine results pages (SERPs) are constantly changing. Sometimes it is a result of new algorithms or updates to Penguin or Panda, but often it is a result of Google’s non-stop tweaking of their formula. If you weren’t consistently studying and analyzing SERPs, you probably haven’t even noticed.
SearchMetrics does just that type of analyzing of SERPs, and they just released their study of last years result pages, and there are some interesting points for all search marketers wanting to know what Google is favoring in their results. The highlights of the study, as pointed out by Search Engine Journal, are:
- A small decline in video integration
- A significant increase in image integration
- A sharp decline in shopping
- A large increase in news integration
The decline in video integration is one of the most surprising, as I’ve heard more than one analyst predict video will be one of the most popular mediums for content marketing this year. If they’re predictions are true, video makers will have stiff competition getting their content onto the SERPs.
Similarly, eCommerce pages are on the rise, and the data suggests business owners should be considering paying into the Google Shopping network to have their products seen by more people.
On the other hand, the big increase in news shows big opportunities for content creators reporting on events and doing news worthy journalism.
SearchMetrics made an infographic to go along with the release of their study, which you can view below or here.