The Evolution of Search
In the first quarter of this year, RKG reported that for the first time desktop and laptop search was down when looking at a year-over-year comparison. However, when tablets and smartphones are thrown into the mix, we're still looking at a healthy 15 percent YOY growth. Consumers aren't searching less; the convenience of mobile devices is simply changing the way they choose to do it. The image below compares the percentage growth of clicks and spend of desktop/laptops, smartphones and tablets.
With search moving away from desktops for a mobile alternative, Google became aware of the need need for a new web design layout that could help better monetize search results across all devices.
SERP Conditioning
An issue that's received surprisingly little play within the search engine optimization industry is the effect of the design change Google implemented last November, just in time for the 2012 holiday season. In this example below, Google's search engine results page (SERP) is displaying both Product Listing Ads (PLAs) and the Knowledge Graph that directly relate to the search query, "Nike shoes."
Google is now inviting and conditioning users to check out the featured content, effectively drawing their attention away from other components of the SERP like organic listings and potentially even text ads.
Components of the design changes included the following:
- consistent design across desktop, tablets and mobile devices;
- relocation of search tools and options to the horizontal bar above results; and
- introduction of what I'm calling the "feature area."
In a beautifully coordinated effort by Google, this new design represents the culmination of superior technologies that allow a seamless and consistent user experience. Google has a variety of effective tools it can use to populate this area, from Knowledge Graph, Google Maps or PLAs. And like so many things in the search industry, the more success it has, the sooner it will have company. Bing recently announced a similar strategy of its own.
The feature area acts as a showcase for quick and relevant information, as well as pretty pictures — all tied to the content of the query. Google is now inviting and conditioning users to check out the featured content, effectively drawing their attention away from other components of the SERP like organic listings and potentially even text ads. This lucrative strategy implemented by Google is simply SERP conditioning.
By inserting PLAs into the feature area, Google is able to capitalize on this behavior and further monetize queries of commercial intent. PLAs are up 146 percent year-over-year in the second quarter of 2013, so by drawing a larger percentage of clicks away from organic listings, cannibalization is most likely a significant factor. Even if you rank No. 1 for a particular product, users are drawn to the images of the PLAs and Google will receive its cut.
Google has further enhanced the visibility and impact of PLAs greatly — and hastened the demise of traditional free product search listings — by implementing a design that works across devices. PLAs are now available to you on your laptop or iPhone, and virtually any device in between.
The evidence couldn't be clearer that organic traffic is falling prey to PLAs, Google Maps and the Knowledge Graph. It's no longer a question of if, but to what degree. The results will be different on every site.
Many in the SEO industry are still being fooled by the overshadowing factor of mobile search getting mislabeled as direct. Understand that Google PLAs and Knowledge Graph are likely the root of the steep declines in organic search numbers.
In SERP conditioning, Google has engineered a game-changing innovation that allows it to use tools like the Knowledge Graph and Google Maps to capture additional revenue whenever and to what extent it wants. And now Bing is right behind it.
Ben Goodsell is a senior search analyst at RKG, a data-driven digital marketing company.
