Search integrations give us a preview of things to come. Few brands are taking full advantage, so now’s the time for forward-thinking companies to make their presence known on the new SERPs. In the second part of our 2019 Organic Search Trends Webinar recap series, Gregory Sidor, Associate Director of Earned Media at The Search Agency, explains how brands can optimize for and capitalize on the new integrations Google has rolled out recently.
To view the previous video in this webinar series, check out our Understanding Google’s Next 20 Years recap post.
Date: April 23rd, 2019
Time: 11am PST
Full Webinar Recording + Q&A Recap: 2019 Organic Search Trends Webinar Recap
Search integrations are special features that accompany traditional organic links. Among the most familiar are Featured Snippets, “People also ask” boxes, images, news articles and Knowledge Panels. However, there’s a lot more to search integrations than many people realize. This slide shows a selection of what’s out there, and it’s a pretty crowded field. But what does this mean for businesses?
I performed a mobile search for “2019 Dodge Challenger.” Everything you see here is accessible from the first screen. Notice the tabs. Clicking on them produces an integration and a new SERP downpage based on what Google thinks you’re looking for. There are several opportunities for sites to rank here, but the 10 blue links are nowhere to be seen.
As I scroll down we see Configurations, Similar models, Top stories, “People also ask” questions, and—behold—an organic link to Dodge! The first organic placement is essentially four screens down.
We have three more organic results, followed by a block of videos. And there’s one more link. As you can see, search integrations dominate this query.
Here are just some of the search integrations I came across for various queries. All but the Videos are assembled by Google scrapping content from the web. Sometimes it’s sourced, but many times it’s not.
We’re not done yet. Of particular interest to ecommerce sites is the “Research Multimedia Projectors” section, which collects content from multiple sites and creates a carousel. Google has also taken an article written by Time Out and broken it into a carousel of venues. This article is presented in AMP format, a good move on this publisher’s part.
If we’re going to take advantage of all these cool new toys, there needs to be a deliberate strategy guiding content creation and publishing. What integrations make sense for you? How do they move customers along the purchase path? You can target some of these by making changes to your site, while others require an off-site strategy involving databases and publishers.
If you’re Lowe’s, making a video for “How to Fix a Leaky Faucet” and adding it to your YouTube page is a great idea—which is why they did it and now have a nice integration at the top of the SERP for “how to fix a leaky faucet.”
Ever heard of Plumbing Masters in Phoenix, AZ? They’ve got a “People also ask” question just below that video. There are four law firms with articles in Interesting Finds when you search “motorcycle attorney los angeles.” Each of these pages features long-form content that Google has deemed to be worthy of this special treatment.
It’s not just the number and type of search integrations we need to be concerned with. Search has become incredibly dynamic. Mobile and desktop results are usually different. Personalization and localization mean each keyword you’re tracking may have dozens of SERPs associated with it. Finally, the SERP you see today could be different from what appears tomorrow. This is what SEOs mean when we say the keyword is dead. Success will be measured by traffic and conversions, not ranking positions, because that metric isn’t what it used to be.
Search integrations give us a preview of things to come. Few brands are taking full advantage, so now’s the time for forward-thinking companies to make their presence known on the new SERP.
Meet Our Expert:
Gregory Sidor is an Associate Director of Earned Media at The Search Agency. He began his digital media career as a content editor at the Los Angeles Daily News, then spent several years on the editorial team at Myspace. He headed to Disney Interactive Media Group next, helping to develop content and optimize pages for search. He’s worked on a wide variety of clients at The Search Agency, including leaders in finance, ecommerce, real estate, and technology. Gregory is particularly interested in optimizing for Google’s Knowledge Graph, winning Featured Snippets, and helping clients develop practical and effective content strategies.