How Google Has Changed SEO and Inbound Marketing in the last two years

October 21, 2017
David McMahon

David McMahon

I wrestle with marketing technology so you don't have to. In my spare time, I run a marketing group with 1100+ marketers helping each other to attract new customers and share ideas. You are welcome to connect with me here.

SEO - Search


Google has changed SEO and inbound marketing by changing how it reads user data on how people are using their searches. Google has changed the look of their results pages in order to generate more clicks from users.

Google has been trying to increase the number of clicks on the results in which they get paid rather than on organic clicks. Google has made their ads more subtle in order to generate more clicks on those results. Google discovered that over time people will bias their behaviours when they get used to how the pages appear. When Google changes its format, the click rates go up, when people become accustomed to the look, the clicks decrease.

SEO Inbound Marketing

In 2006, keyword searches were one, two, or three word searches. Now, in 2017, keyword searches are up to six keywords. Google has shown that the average user performs three searches per day. That’s a lot of opportunities for a business’s visibility. There have been many studies done on search engine rankings and page positions. These studies have indicated that the first five results on a Google search account for 67.60% of all of the clicks.

Google is no longer about low-quality content and manipulative tactics. Google has changed its algorithms and now it takes quality content in order to drive visibility in searches. Google now has algorithms that focus on web pages with high quality images and videos. Google can also track ow long users stay on websites. This is also a factor in the web page’s ranking.

Google combines keywords and dismisses searches for keywords that are not mainstream. This is when keyword research tools can be useful. Most keyword research tools are biased to give mainstream results. It can be very helpful to find tools that will give you keywords that have zero results. These terms that have 0-10 keyword searches can have a potential for value to your specific website.

Google has a large impact on SEO and inbound marketing by constantly changing its algorithms for its search rankings. Google knows where the user’s path begins, where they go next, and where the path ends because of Chrome.

Google knows that 49% of all clicks are on web pages that they own, only 1% of all Google searches result in a click on an ad, and 40% of searches result in no clicks at all. In order to keep up with the constant changes in Google rankings, inbound marketers need to evolve their SEO and marketing strategies.


Inbound Marketing

Do you have any SEO or inbound marketing strategies that you would like to share?

Please share your tips and experiences in our comments section.

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