How Google Shopping Affects
SEO:
For those who focus purely
on search engine optimization, the change may actually be a positive. Some of
the placement tests for seo
companies Google Shopping results actually improve the organic results’ position
on the page compared with other paid modules. For example, a search for “teddy
bears” before the move to Google Shopping would have resulted in the result at
left below. The shopping results are beneath the paid results, pushing the
organic search results lower on the page. We can only see one full organic
result in this image, and the top of the second.
Today’s shopping results
are still in flux as Google tests the best placement for these new ads, but
many of the placement experiments are appearing in the upper right. In the
example seo services
company above and to the right, the shopping results appear as an anchor point
for the paid search ads, to the right of the top block and above the right
block. As a result, Google is able to squeeze two more organic results into the
same space that the previous shopping module had taken up.
The experiments are still
running, however, with the full launch set for sometime this fall. Until then, small business seo will
likely continue to test and revise placement of the shopping modules to find
the balance it needs to strike between revenue and searcher satisfaction.
Expect to see larger and smaller modules, different formats and different
placements during this transition period. With individual searches producing
experimental experiences like the ones below, the true impact on organic search
performance will likely be difficult to determine for some months yet.
The majority of the
marketing world will not see this change with purely professional seo services, of
course. For most, Google Shopping will likely represent more downside than
upside as tight budgets and human resources are stretched even further. Even
the relative positive possibility of more organic visibility would be countered
with a decrease in real estate dedicated to paid ads.
Google claims that
relevance and shopping-result quality will increase as companies are forced to
manage their data feeds more closely once payment comes into play. According to
Google’s blog, “Higher quality data—whether it’s accurate prices, the latest
offers or product availability—should mean better shopping results for users,
which in turn should create higher quality traffic for merchants.” While
there’s some logic to this, it will also have the side effect of forcing ecommerce
sites with fewer resources out of Google Shopping, effectively ending what had
to this point been a free source of traffic.
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