You may have found that your organic search results are getting lower and lower on the page even if they have a PageRank of 1-3. The reason for this downward motion is image and PPC dominance.
Images and Product Listing Ads (PLAs) are beginning to fill up the top half of the SERP which pushes the organic search results further down the page causing you to wonder “What is all my hard work for?”
Unless it is a PPC your website rank will not be as prominent as you would like. Ads have also lost their yellowish or grayish background and now feature an orange Ad button next to them and still appear “above the fold, the area above organic search that is paid results. Product Listing Ads (PLAs) have also taken center stage on the search results pages.
But, you needn’t worry organic search is still in the fight. Searchers still bypass some of these ads to get to organic search results. There is still hope for your organic pages but you should know these things as you venture into the New Year:
1. Images are KING on Google’s SERPs
So make sure your images are optimized as well. Your images should have their own tags and keywords. Businesses should even add captions below their images to further push their meaning and to connect with your business and website.
2. Ads are receiving more attention
Take the time to review Google’s search results, as they apply to your keywords, and discover which ads are above the fold and which are organic. Ads are now a prominent part of the search experience so you should budget accordingly, which leads us to the next point.
3. Expect to pay more for Product Listing Ads (PLA)
If you are an online retailer you may see an upswing in the cost of PLAs. The use of images to push a product has seen a dramatic ROI for online retailers who state they have seen that some of their referrals come from PLAs as stated in an Adobe Digital Marketing Blog.
4. Create images that are different for your PLAs
Instead of utilizing manufacturer images, develop shots of products and services in a new and interesting way. For example when Doc McStuffin is entered into Google’s search bar these images appear:
The PLAs are all different but are all linked to the same keywords.
The increased use of images on Google’s SERPs highlights a growing trend among online sectors. Humans are visual and that can’t be more evident than with social campaigns that feature images. Those types of campaigns see higher engagement volumes than those that don’t use images.
Google image referrals have dropped in recent months and this could be Google’s answer to that decline.
Soruce: Search Engine Journal