The Effect of Google’s new AdWord features
May 25, 2016
With the changes Google recently made to their AdWords on mobile, we think there's a lot small businesses can take away in 2016. Join us as we take a look at how these changes affect you.
Google AdWords Updates
The latest updates to Google AdWords include:
Expanded text ads:
- Two 30 character headlines
- The description has 80 characters
- Auto extracted URL
With these changes, AdWord users can say more about their business or organisation when they appear in Google searches.
Responsive Ads for display:
This feature means the advertisement responds to the size of the display making it smaller or bigger where appropriate. It’s meant to make the advertisement more user-friendly and less disruptive.
Why organic search results still matter
Despite the alterations Google is making to paid search results, organic searches still draw in more users. 70-80 of users ignore the paid ads, focusing on the organic results. That’s a huge number of online users who prefer organically ranked results. The reason varies from user to user but essentially it all comes down to trust. People know the organic results have worked to gain their position so in theory, whatever they have to say is bound to be of value.
How to rank better with SEO
With the new changes to AdWords, Google noticed there has been an even greater emphasis on location when people searched online. Nearly 1/3 of mobile searches had reference to a location and location-related enquiries are growing 50% faster than other question searches.
What this means for you: location is key, especially for smaller businesses. Tap into the users’ desire to find local establishments in order to make yourself known.
How to implement this information
- Include your location in your website content and add an address to your contact page – this is useful information for users and search engines.
- Research and choose the best SEO keywords for your industry, for instance ‘Hair Dresser Kent’ is a better keyword than just ‘Hairdresser’. This can help your chances of being found amongst your industry’s haystack.
- Create a sense of community with your local area; get to know other local businesses and your clients. Help out with charities and schools if you can. Make a strong presence for yourself and when you’re well established you can work your way outwards to other communities.
- When you’ve formed a rapport with your local area you’ll be able to ask them to put your link on their websites. This is a benefit because links that point to your site from other websites improve your visibility online.
We hope you find this information helpful for your own SEO efforts. If you do have any more questions about AdWord changes or you’re in need of help with your SEO, please feel free to get in touch!