Connect with us

SEO

What Google’s Enhanced Autocomplete Box Means For SEO

Published

on

What Google’s Enhanced Autocomplete Box Means For SEO


Sometime in December, SEO experts started noticing that Google was low-key testing out a new feature inside its search box.

It’s an expanded version of the box that we’re calling the enhanced autocomplete box.

Over in the box’s right column, Google pulls the top three People also ask questions, and a People also search for section presenting numerous related terms and entities.

While there’s a wealth of information out there, most news outlets and blogs just rehash what the box is and how they accessed it.

But this isn’t the fault of those publishers.

That’s all the intelligence there is on that right now, since this is clearly just a beta test that Google isn’t ready to comment on just yet.

At the same time, the information that the new autocomplete feature presents is evident to industry experts.

Many SEO professionals probably noticed the new feature and believe they know what Google is up to.

Maybe we don’t have the full story yet, but I have an idea about where Google might be taking this.

There’s a way that SEO experts can leverage the enhanced autocomplete to perform keyword research and topic research.

What Google’s Enhanced Autocomplete Function Is

First, let’s cover what the new enhanced autocomplete box actually is.

Here’s a screencap of what it looks like:

Screenshot from search for [digital marketing], Google, January 2022

Google doesn’t give you one for every search. But for a few general topics (check out the other screenshots in this post), all I had to do after hitting Enter was to click back into the search bar once, and the larger box appeared.

Before we get to what’s in the expanded box, the first thing you’ll notice was that this thing appears above the position-zero featured snippet and the knowledge panel on the right.

What does that tell us? We can’t be sure yet.

At a glance, the new expanded box appears to be just a new way for the search engine to organize some of what it thinks are the most important search features for your query.

Down the left column, in their usual place, are the suggested autocompletes for your term.

In the new right column are three People also ask Questions, and below those are a few items in the People also search for section.

Note that the box does not contain organic search results, and I wouldn’t expect Google to start cherry-picking results to put up there.

Well, why would it? The results are already down there for you to see, in the order Google prefers.

Overall, the enhanced autocomplete seems to be a way to make your search a bit easier if you happen to be looking for any of those three PAA question topics, or to buy that digital marketing book, or to do business with GoDaddy.

If you’re wondering why Google would feature elements in its expanded search box that it already features right on the SERP, just chalk it up to further optimization of user experience.

You know why PAA questions exist. You know why Google’s Knowledge Panels exist.

What the enhanced autocomplete box does is simply relocate the most relevant pieces of that extra content to a more prime piece of real estate so you don’t even have to scroll to find it.

If you want organic SERPs, you can head on down the page like normal.

So, how do I feel about the enhanced autocomplete box?

There’s revealing information there that you can leverage for your digital marketing efforts.

Using The Enhanced Autocomplete Box For Keyword And Topic Research

At this stage, anyone can claim to know what exactly the enhanced autocomplete box is and how it can be used.

But I believe I can extrapolate what the box is supposed to represent.

If there is already a PAA section on a given SERP, as well as a knowledge panel for the more mainstream topics out there, Google is selecting a certain few items from each section to present to you.

You know the items you’re being shown are the most authoritative and relevant on the page.

Like what we’re used to seeing in SEO already, digital marketers can take advantage of Google’s selections to perform keyword research and topic research.

Keyword Research

Have a look at this version of the box below, for my search query [pizza].

enhanced autocomplete box for Screenshot from search for [pizza], Google, January 2022

You’ll see the autocompletes, the PAA questions, and then the People also search for.

But now take a look at the regular SERP for [pizza] below.

regular SERP for Screenshot from search for [digital marketing], Google, January 2022

The SERP is showing me just what you’d expect for such a query. I have a map of my location, the local pack on the left, and the PAAs below that.

Now, look at the enhanced autocomplete box. It’s showing me Domino’s, Papa John’s, Little Caesars, and DoorDash.

Do you see those entities anywhere on the actual SERP that I showed above?

Because Google is presenting me with these results, it’s assuming some things about my query, namely that I want to eat pizza right now.

If that’s the case, those are some options for me to try (like DoorDash), and a convenient way to get it, too.

But what if I was a new pizza franchise that wanted to compete with Domino’s and Papa John’s? What if I, too, wanted to get in Google’s enhanced autocomplete box for a [pizza] query in Wilkes-Barre, Pennsylvania?

If I was savvy in digital marketing, I would look at the websites of those companies to see what their meta information was like, what they were using for H1s, and how they optimized their pages for SEO and user experience.

I’d look at how easy it was to order pizza from their sites or to find a location near me.

After poring over the sites manually, I would then take a look at the sites in a tool such as SEMrush to see what’s going on behind the scenes.

What are they doing right that my pizza franchise’s website would need to do to perform well?

Ultimately, I might find that those sites have healthy domain authorities built on backlinks and Core Web Vitals and content.

However, I could also run through those sites’ keywords to see what opportunities lie there for my franchise.

In the context of this example, any owner of a pizza franchise would have to know that Domino’s, Papa John’s, and Little Caesars are pretty big.

But you never know what your site can do until you observe a competitor’s keyword profile.

There’s a good reason why Google chose to put those three companies in my enhanced autocomplete box rather than three others.

In classic SEO reverse-engineering fashion, we can use Google’s choices to discover what kinds of results the search engine really wants to see.

Topic Research

The pizza example from above is a particularly interesting one for keyword research because Google gave us some search competitors that don’t even appear in my organic results.

As I keep saying, that’s evident.

But what about topic research?

I don’t think there are any particularly great revelations to hash out on that.

Google is moving the top three PAA questions up to the enhanced autocomplete box for some searches, and with those, we can also reverse-engineer those results’ SEO (to see what content works for those websites).

So, in general, the SEO community already knows how to take advantage of the PAA.

However, I suppose we can see the three “featured” PAA in the box as just more of a confirmation of Google’s confidence in those results.

This is to say: if for any reason, you weren’t paying attention to the PAA before, you should definitely be doing so now.

Google is telling content marketers everywhere that many people also ask these three questions related to your query, and that if they’ve searched for the general query [pizza], they might also want to know if pizza is healthy to eat or who invented pizza first.

Depending on your market niche, these content topics might be relevant to you.

Maybe you run a pizza blog.

Anything is possible.

The Takeaway

As you might have seen reported in the SEO media, Google has recently been beta testing numerous other SERP features that take up the width of the page, from featured snippets to Map packs.

That tells us that Google’s been wondering whether delivering content in that format is going to be better for the user experience.

Google's enhanced autocomplete box showing results for "schuylkill county" queryScreenshot from search for [schuylkill county], Google, January 2022

Users will just have to get used to any changes that Google implements permanently.

SEO professionals, though, should take note of the enhanced autocomplete box and any other beta tests they’ve seen recently.

Google is giving us some hints about some possible new SERP priorities to come, and it’s up to all of us to rise and meet the challenge.

More resources:


Featured Image: THEBILLJR/Shutterstock





Source link

Continue Reading
Comments

SEO

Flash Dressed Crocodile Toy On Google’s John Mueller’s Desk

Published

on

Flash Dressed Crocodile On John Mueller Desk


John Mueller posted this photo on Twitter saying he found this Flash dressed crocodile toy by his desk when he was in the office the other day.

I am not sure if there is an inside joke here, hence the joke being inside… But is funny either way.

This post is part of our daily Search Photo of the Day column, where we find fun and interesting photos related to the search industry and share them with our readers.





Source link

Continue Reading

SEO

Google Dedicated Local Ad Pack

Published

on

Google Dedicated Local Ad Pack


Google seems to be testing adding a local pack for ads along with a normal organic local pack, I believe. Here is a screenshot showing a local pack labeled as “Ads” that show a list of stores that have shoes near you.

You can click “more places” that will load more local ads. Below that is the local pack map, showing you organic nearby stores that have that product nearby.

Here is a screenshot I took from a Twitter video from Saad AK:

Here are more examples of this in action from Saad AK:

I think this is new but I can be wrong?

Forum discussion at Twitter.

Update: Supposedly this is not a new thing, according to Google.





Source link

Continue Reading

SEO

How Data Is Reshaping The SEO & Digital Marketer’s Landscape

Published

on

How Data Is Reshaping The SEO & Digital Marketer's Landscape


There is a new data revolution happening, and it’s sweeping across the industry so quickly that many SEO and digital marketers are struggling to make sense of the insights and intelligence at their disposal.

To utilize this opportunity, marketers need to evolve their mindsets and use technology to analyze multiple data formats and understand the new opportunities it can bring.

SEO marketers of today and digital marketers of tomorrow will need to extract, structure quickly, and manipulate data to drive the most critical business outcomes.

Data has always been mission-critical to digital decision-making.

The Economist, back in 2017, declared it the world’s most valuable resource.

Fast forward to today and the future, and we can see that the exponential growth of data fuelling this revolution is staggering.

According to the IDC, the amount of digital data created over the next five years will be greater than twice the amount of data made since the advent of digital storage.

Think about that for a second!

Flash drives, for example, were introduced in 2000.

This means that in the next five years, marketers will have to analyze and make sense of 2x the data created in the last 22 years!

The Data Revolution Means More Sources & Complexity For SEO

The data revolution has gone on for some time now, and it’s changed our concept of what counts as “data,” rightfully so.

In the past, we thought only numbers mattered.

But, in this new digital world where everything is converted into ones and zeros, data is broader and contains text, audio, and visual information – all bits waiting to be processed!

  • Machine-based and human-generated data are growing at a rate of 10x faster than conventional business data.
  • Machine-created data is increasing exponentially at a 50x the growth rate. This data revolution is primarily marketing-driven and consumer-oriented who are “always on.”
  • In just the last 18 months, the volume of site processing data we have been generating at BrightEdge has increased by 11x!

As a result of these increasingly demanding trends, SEO and digital marketers need to adapt and become more like data analysts and scientists in approaching the extraction of structured data insights and business intelligence – without adding more manual work.

Fortunately, SEO is well-positioned to take advantage of this new data revolution.

  • Increasing your keyword universe – More keywords mean more data points to look at with reporting and fuelling insights. While focusing on conversion rate metrics is very important, it wouldn’t be possible without opening the scope of your audience and getting more people in the door. SEO has drifted away from writing for a primary dedicated keyword and is now way more advanced with advancements in search engines like Google’s understanding of intent of searches through RankBrain and BERT.
  • Increasing your search footprint – will also help you discover unexplored of informing your future content strategy or ideate new keyword ideas. However, sometimes you might miss the boat, like the transition of Content Management Systems slowly turning into “Experience Platforms” as they offer more functionality to meet the needs of today’s webmaster or marketer.

Read More On SEJ

Data Is The Currency Of An Accelerated SEO & Digital Age

By 2025, Worldwide data will reach 175 zettabytes.

But unfortunately, the human brain can’t process, structure, and analyze all that data.

So technology engines have to help, and digital marketers should be the driver.

There is a massive opportunity for companies that can utilize data to create more engaging experiences.

A recent study showed that 95% of business leaders recognize this as their biggest growth lever over the next three years, which means there’s plenty at stake here!

Robust data analysis ensures decisions are evidence-based and have more accountability.

Drawing on existing and new data sources to fully integrate business acumen and analytical skills into decision making, sourcing, managing, and analyzing large amounts of unstructured data will ensure continued use and success.

SEO began with data and has evolved.

From the introduction of real-time SEO in 2019 and Page Experience Updates in 2021, SEO’s future lies again with data and the creation of intelligent systems. Here marketers can leverage combined data sources that structures data for them.

As a result, they can achieve business objectives and stay ahead during all data and digital transformation stages.

Read More On SEJ

Technology & AI Are Helping SEO Evolve

Advancements in technology and, in particular, AI and Natural Language Processing has meant that SEO and digital marketers can become data analysts without having to become an actual data scientist.

This is key to unlocking structured insights from your company’s big data to make more precise predictions about what is coming next based on existing information.

Digital marketers can evolve, understand key trends, and learn in new areas such as:

  • Predictive modeling of future trends and forecasting based on multiple types of data.
  • Real-time identification of opportunities and intelligence.
  • Digital research at scale with both historical and real-time data.
  • Leveraging automated visualizations for various stakeholders.
  • Improved data security and compliance.
  • Market and business intelligence at a macro level.
  • Consumer behavior at the most granular level.

SEO and digital marketers can learn critical skills such as statistics, data analysis, data visualization, and strategy.

AI, NLP, and machine learning are helping them do this without needing expertise in computer programming and software applications.

What digital marketers must do is combine their communication skills and analytics skills with stakeholders who cannot think outside of the advertising box.

Read More On SEJ

Data Analysis & Intelligence As Competitive Advantage

The application of technology will be the driving force behind the next generation of data analysis technology.

Therefore, SEO and digital marketers of today should learn how to better utilize insights from data analysis.

It’s becoming more apparent that the marketing platforms of tomorrow will require the capabilities of data analysis and science infrastructure at their core.

The future of marketing will blend technological know-how, business sense, and an understanding of data analysis.

The next generation of SEO will touch all components of marketing, from video, email, and voice, to digital performance of content.

SEO and data science will converge into one evolved discipline that drives omnichannel acquisition and democratizes data.

Marketers who embrace this new era of SEO will be well-positioned to succeed in the years to come.

Data is reconfirming its role as the new competitive advantage, and as SEO and digital marketers, you must evolve if you want to be part of the future.

More resources:


Featured Image: ra2 studio/Shutterstock





Source link

Continue Reading

Trending

Copyright © 2021 Liveseo.com