Google has made several changes that may affect how you do business online. Here are the latest updates to be aware of.
New Search Results Appearance
In June Google made several changes to the search results. They started by dropping profile photos and Google+ Circle count and this month, they went ahead and dropped Authorship as well. The reasoning? They wanted to make results look “cleaner.” They also stated that an estimated 70% of authors weren’t using Authorship and it wasn’t having an affect on click behavior. The author’s name is still there, you just don’t see the picture and circle count. Google’s John Mueller also stated that these changes will help to improve the mobile experience and ensure consistency across various devices.
Secure Search
Another change is that Google is encouraging ecommerce owners to move their entire website to secure connections. According to GlobeRunner, Google will be favoring such sites moving forward and using secure pages as a ranking signal. However, this is a complicated issue for many site owners. To comply, secured pages can’t include any outbound links to non-secure sites. This means that to make this switch, a full site audit will be required. Another concern is that SSL pages tend to load slower, which may cause speed issues and frustrated visitors. Google actually moved to secure search back in 2013, but most people weren’t aware. Now Google is officially recommending making this switch so that they “can trust your site more.”
Call Tracking in AdWords
Google has found that 70% of mobile searchers call businesses directly through search ads. AdWords is now introducing website call conversions that will help you connect those phone calls to your AdWords ads. This is great news for businesses that rely on both phone sales as well as online sales. To measure the calls, you will place a piece of code on your website with a unique Google forwarding number that is generated for each ad click. These numbers will display for up to 90 days to capture future call conversions. Phone numbers can be customized to match the design of your website.
AdSense for Shopping
AdSense for Shopping is Google’s latest product to help you monetize your site’s traffic. Retailers such as Walmart.com are already a part of the program and you can find Sponsored Products ads on their site. AdSense for Shopping is currently limited to a small number of publishers. Retailers can sign up here.