Last week Google started rolling out a change to mobile search results that includes a stronger emphasis on fresh news articles featuring the company, or term searched. In this update, Google now puts the information that persuades customers the fastest right into the top half of search results.
The role of Mobile in the Conversion Funnel
A 2014 study from Chief Marketing Officer (CMO) Council and NetLine Corporation found that 62% of B2B buyers use mobile devices to seek out content to stay abreast of industry changes and 60% use them to find solutions to existing problems. The IDG Global Mobile Survey 2014 shows that 86% of decision makers and executives use tablets for business-related research while 72% used mobile phones.
Given the increased reliance on mobile devices in the purchase cycle, communication and marketing professionals must be aware of how their company and content appear in search results. The better placement this material receives, the better chance for sales and marketing conversions.
The Role of Coverage in the Conversion Funnel
In 2014, Nielsen and InPowered studied how editorial coverage stacked up against other types of corporate marketing content such as branded content and user reviews. In each instance, editorial coverage showed to be more effective at increasing awareness, increasing brand affinity and purchase intent.
Previously, Google search results looked like this image on the left. As you can see, Google included, when possible, a knowledge graph within the search results to provide a wider range of context to the search term.
Google now utilizes a carousel to present recent articles, videos and more on a particular topic. This format allows the search user to receive a wider array of more useful recent information, while the results appear in a clear, concise manner and fit within the size limitations of the device on hand.
We are excited to see additional emphasis on editorial coverage, without pushing other important search results farther down the page. Of course, just like all Google updates, it’s key to remember that this change is still rolling out and will most likely evolve based on user search behavior, but we’ll continue to monitor and update you on changes as occur.