Google is out to have far-reaching changes in future and 2016 will be a landmark year of this phase over. The tell-tale signs of these changes in Google had been visible from early 2015 itself. The decision to go all out on mobiles in early 2015 was one of its major strategic shifts as a search query leader in the business.
Google started changing its approach to its core business of search engine mainly because of two reasons. First is the rapid development of technology in its area of business. The technological growth is providing impetus for changes in Google with more accurate and effective ways to carry out its core business and implement its strategies and plans successfully.
However, the most important element which is providing momentum to the changes in Google’s path is the possession of enormous amount of data in its database. In fact, there is no other entity comparable to Google which possesses such a huge gold mine of data in the industry today.
“The most important element which is providing momentum to the changes in Google’s path is the enormous amount of data in its database.”
We are now used to the Knowledge Graph which Google uses as a knowledge base to improve its search results with semantic-search information. We can presume this Knowledge Graph has grown all round since its inception. Google is now using it to provide direct answers to users who put in a search prompting them to make a purchase or take required action. Google is in effect converting these users to customers within the SERP’s it displays – trying to prevent the user to click on to a link from the results.
Google has been doing this for some time now. The direct results it gives in boxes on top of the search result page, which look like sponsored links are in fact the answers Google gives on its own. These results are in fact intelligent derivations made by Google for a search query – which it has been refining over a period of time to perfect it to a quality and reliability on which a user can act on.
Google thus now is cutting the website from the chain between the user and Google. Google is providing direct answers to a search query thus making it possible for the searcher to take action from the SERP page on the first glance. These changes in Google will have an impact on search engine optimization – things will change dramatically – new ways and methods need to be established by SEO firms to beat the new standards set.
“Google is providing direct answers to a search query thus making it possible for the searcher to take action from the SERP page itself on the first glance.”
I feel that the competition will be so acute that it will be non-existent as it will emphatically reduce the importance of being on the top of SERP rankings of Google.
Now, if you analyze these changes in Google contextually, it seems to be on a logical path of progression.
In the initial state of its existence, Google as a simple search engine just pointed its users to the right websites as an answer to the user’s query. Going further down the road, Google started to give its users the most relevant information from these websites for the query made by the user.
Coming to the present changes in Google – Google is trying to connect the user with a solution to his query or his need in one stroke – for which it is using artificial intelligence to sieve and derive at results from enormous amount of search data it has collected over a period of its existence which is in its possession now.