You’ve probably noticed how Google search results have changed over the past few years. No longer are they simply a list of blue links. Now, Google is using their search engine as a marketing platform with rich snippets, answer boxes, and more. This ability to customize search results has opened up a whole new world of opportunities for marketers and businesses alike.
The power of Google Search has become so influential in our buying decisions that many businesses have even begun to rely on it as an official source of contact information for their customers.
But how exactly does this happen?
How can a simple list of websites with no photos, videos, or labels impact your buying decisions? And what can you do to make sure your business doesn’t get left behind?
How Google Search Works
The first step to understanding how Google Search impacts buying decisions is knowing how Google’s search engine works. First, Google records your behavior. They track the websites you visit, the apps you use, your emails, and your voice searches. Google then uses this information to predict your future behavior. Using artificial intelligence, they use your data to predict what products you might be interested in and how you might use them.
The next step is to display these results to you. Google uses a complex algorithm to determine which results are the most relevant to your search and how to display them. The algorithm is constantly being updated and tweaked based on new data and user feedback.
Why Google Search Results Matter In Your Buying Process
The first thing Google does is understand your intent. When you search for something, you’re telling Google what your main priorities are.
If you search for “kittens,” you’re probably looking for cute pictures of kittens instead of information about kittens or where to adopt kittens. But if you search for “how to adopt kittens,” you’re probably looking for a guide to help you adopt kittens. Now, this doesn’t mean that your search results will only show adoption guides, cute kitten pictures, or adoption agencies.
Google’s algorithm also factors in the websites and pages you visit the most, the pages your peers are viewing, your web history, and more. With all of this data, Google can determine which results are the most relevant to your specific needs.
The power of visuals in Google Search
The first thing that stands out in Google search results are the visuals. Google has become famous for including rich snippets with information about your products and services, reviews, video snippets, and more.
If you search for a product, you’ll see an image with product information and price. You’ll also see a review snippet from an average customer. If you search for a service, you’ll see reviews, pictures of past jobs, and expert advice based on your location.
You might think that this is just Google trying to be helpful, but it’s actually a lot more than that. The visuals that appear in search results are designed to appeal to your emotions and make you feel confident in your purchase.
Google Rich Snippets: Publishers, Brands and Bloggers
A rich snippet is a bolded line of text that appears in Google search results next to your website’s name. These snippets can include price information, reviews, product information, and more. They’re one of the first things that consumers notice when browsing search results.
Most of the time, a rich snippet won’t be about the product or service you offer. Instead, it will be about your website domain name. In fact, a large percentage of domains are used as rich snippets. If you use a CMS (content management system) like WordPress, Joomla, or Drupal, you have the option to use Google’s built-in rich snippet plugins. Using these plugins, you can add price information, product information, and reviews to your website.
The Power of Video Ads in Google Search
The next thing you notice in Google search results are ads. Video ads, to be specific. When Google’s video ads were introduced they quickly became a staple in Google search results. Video ads are extremely popular, but they aren’t used solely to generate additional revenue for Google. They’re also used in search results to boost click-through rates (CTR). When you click on a video ad, it automatically plays on your screen.
With a video ad, you don’t have to click to view the content. Instead, it’s automatically played on your screen as soon as you find it in a search result. Video ads are also interactive with click-to-call buttons and website links for more information.
Join the Conversation With Paid Ads
You’ve enjoyed visual appeal, domain name recognition, and video ads in your search results. Now, it’s time for the real meat and potatoes. The paid ads that help drive sales with strong calls to action. When you type in a search, you’ll notice that certain keywords or phrases appear bolder than others.
The bolder keywords with phrases like “In-Stock” or “Best Seller” in parentheses are paid advertisements. These ads are created just for that specific search term. They include a short message that’s designed to get you to click and buy. You might notice that the first few results aren’t actually the websites you were looking for. Instead, they’re ads that try to get you to click and buy right away. Paid ads are the most direct way to impact your customers’ buying decisions. You can target your ads based on keyword phrases, demographics, and more.
Bottom line
Google Search has become a fundamental part of our lives. It’s how we get directions to work, find information about our symptoms, and even buy products and services. Google’s search engine has transformed from a simple way to navigate the internet into a complex marketing platform.
With rich snippets, visuals, and video, Google has taken its search results to a whole new level. Now, businesses need to work harder than ever to stay relevant in the eyes of consumers. To stay competitive, businesses need to make sure their websites are optimized for Google Search and that their ads are paying for themselves.
