Want to find out why your competitor’s page is No. 1 in Google organic SERPs? Well, now you can! (To the extent that Google is willing to tell you, anyway.) That’s because Google yesterday announced a feature that shows a selection of reasons for ranking individual pages in SERPs, bringing some much-needed transparency to search. Source: Google This feature is a section called ‘Your search & this result’ but it doesn’t have a catchy name yet, so we’re calling it the ‘Ranking Factors Box’, simply because, well, it’s a box that displays ranking factors! The Ranking Factors Box is an extension of the ‘About this result’ box, which is accessible by clicking the ‘three vertical dots’ at the end of a search result and was originally launched back in February of this year. Where is the Ranking Factors Box currently live?According to Barry Schwartz’s excellent overview for Search Engine Land, the feature is currently live for around 10% of English-language queries in the USA, and Google aims to have it 100% live by next week for both mobile and desktop. Source: Google When will the Ranking Factors Box be available outside of the US?Google’s own page says:
However, after witnessing the glacial pace of other rollouts (I’m looking at you, Local Services Ads) some are understandably not holding their breath on playing with this feature any time soon.
Want to see this in action outside the US? If you can’t wait to find out why your page ranks, try out BrightLocal’s free Local Search Results Checker tool, which emulates a location to show results as if you were there! What sort of information does the Ranking Factors Box show?In the aforementioned Search Engine Land piece, Barry Schwartz discovered the following (non-exhaustive) list of factors as reasons for ranking a page:
I’d encourage you to head over to his post for more detail on each of these. How are SEOs reacting to the Ranking Factors Box?It’s my tendency to catastrophize (I more charitably call it ‘black-sky thinking’), so my initial response to the announcement was to immediately decry the end of SEO as we know it. I figured that with potential SEO clients now being able to see why they rank, and getting keyword ideas from competitors right there in the SERP, smaller businesses would have much less need to invest in assistance with understanding their online visibility. Luckily, I’m alone in my cries of “Ranknarok is here!” (hat tip to my colleague, Mark Crowe, for that one). Judging by the online response to the Search Engine Land piece, SEOs are split between being excited…
…justifiably cynical…
….or nonplussed.
Don’t let your hot take cool down: let us know what you think in the comments below! What does this mean for SEO?While I’m cautiously optimistic about the positives of such transparency, I personally share Mordy Oberstein’s concerns about a race to the bottom:
I’ve been in this business long enough—*strokes gray beard*—to know that your average SEO will do anything to make their job easier. (Understandably—it’s not an easy gig!) My concern is that easy access to the keywords that Google itself says will lead to a top spot will just mean SEOs optimising for the same few terms and chasing the same links; potentially to the point that high-ranking websites are indistinguishable from one another. However, this is precisely why having access to digital marketing tools like rank trackers, keyword research tools and the like could become, if anything, more important. Free access to this information technically leads to all parties playing on a level playing field, and so it’s more critical than ever to one-up your competitors. And that’s true whether you’re an in-house marketer for a small business, or a nationwide digital marketing agency. Besides, Google might be telling you which keywords are leading to a result, but it’s not telling you how to optimise for those keywords, how to structure your site’s architecture around them, or how to get those all-important links. This is where creative SEOs, and the tools they use to get more insights than their competitors, can truly shine. Will we develop new SEO practices thanks to this update? Probably not. None of the ranking factors uncovered so far are a surprise, but this does provide fantastic ammunition for anyone looking to prove the worth of optimization to their clients. What does this mean for local SEO?“Yadda yadda organic SERPs blah blah whatever…” I know, I know: you’re here to find out about how this impacts local search and your local business clients. You’ll have noticed the ‘This result is relevant for searches in [region]’ ranking factor in the list above. This brings some confirmation that a result in organic is indeed a localised organic result, as the [region] in question will undoubtedly be based on the searcher’s location (implicit localized search) or geomodifiers in the search term used (explicit localized search). If we’re talking purely about Google My Business rankings in the Local Finder and Google Maps, then no, this doesn’t really change anything. Google’s organic and local algorithms function separately, and this feature isn’t available in the Local Pack… yet (who knows?!) As with anything Google, it’s always good to consider what even a small change might bring. Knowing that Google is starting to take transparency of search results seriously (perhaps at the behest of its army of lawyers, perhaps not), could mean that SERP transparency could be coming to the local pack? After all, Google has already made a start on this by including ‘justifications’ in local SERPs, using info from everything from Google My Business Services, to customers reviews, to the content of the linked website, in order to show the searcher why it’s shared a particular local business. What do local SEOs say about the Ranking Factors Box?Whether or not this update was going to impact local search right away, I was still interested in the opinions of the local search community, and so reached out to some local SEO pros to get their takes. Their responses range from interested and intrigued to the comparatively unruffled:
ConclusionWhat this all means for Google and SEOs remains to be seen, but while it’s a feature that’s left many cold, I do believe it signals a seachange for Google’s relationship with SEOs. Now almost slyly acknowledging the practice in a format accessible to all (who know to look for it, admittedly), Google might be warming to the good that most SEOs try to do in their work. Agree? Disagree? Impatiently waiting to see this feature for yourself and just want to vent? May I cordially invite you to the comments below? The post Google Now Shows ‘Ranking Factors Box’ in SERPs to Explain Results appeared first on BrightLocal. via BrightLocal https://ift.tt/3i3BdKQ Check out more SEO posts onhttps://seouk41.blogspot.com/
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