<p style="text-align: justify;">We have gotten so much used to the word to a point where it doesn’t even feel like the name of the biggest internet firm in the world anymore. It has found its way into our lives in quite the fashion with 1.2 trillion searches every year, that's 180 searches for every living person on Earth. By the time you have read the last 8 words, 160,000 searches would've happened all over the globe. I'll give you 40,000 searches worth of time for that to sink in (roughly a sec).</p>
<p style="text-align: justify;"><a href="https://vividreal.com/wp-content/uploads/2016/06/ezgif-158496352.gif"><img class="aligncenter wp-image-1615" src="https://vividreal.com/wp-content/uploads/2016/06/ezgif-158496352.gif" alt="ezgif-158496352" width="542" height="89" /></a></p>
<p style="text-align: justify;">Why does everyone love Google? Because it's simple, fast, appealing and constantly working on ways to better the user experience; at least that’s what they make us think, *wink*. Yeah yeah, everyone knows all that. The aim of this article is to talk about some of the major and recent changes in the Google UI.</p>
<p style="text-align: justify;">We should consider the SEO angle and <a href="https://vividreal.com/services/pay-per-click-marketing/">PPC</a> angle when talking about the Google UI. SEO is an ever-evolving area. Just look back to the Google search snippets of 2010 or so. They looked, felt and worked very differently. The major difference is in the introduction of rich snippets. Rich snippet lets the user display other links from the site on the search snippet itself. This was made possible by the advent of micro-formatting. We shall take a look at the effects of all these new changes.</p>

<blockquote><em>"Some people think design means how it looks, but of course, if you dig deeper, it's really how it works"</em>

<em>- Steve Jobs</em></blockquote>
<h1 style="text-align: justify;"><strong><span style="color: #00ccff;">Removal of sidebar ads</span></strong></h1>
<p style="text-align: justify;">The removal of the advertisements from the sidebar of the results page was one of the biggest changes Google has made to their UI since, well, since they started adding sidebar ads in their results pages. The original 11 Ad spots, on top, bottom and side, have been cut-short to 7. 4 on top and 3 on the bottom. The sidebar space is now exclusively reserved for shopping ads and Google Knowledge Graphs. Regular users are having a very good time, as they don't have to click through to any sites, for almost 70% of the time, as Google is providing a lot of details on the sidebar itself.</p>

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<h3><span style="color: #00ccff;">What this means to SEO Experts:</span></h3>
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<p style="text-align: justify;">Time to get to work on that content, meta data and search snippets as the Google Knowledge Graphs are a real threat to organic traffic. Most users won’t click-through if there is sufficient information on the SERP itself.  They will have 155 characters to make the user click-through and make them think that there is more valuable information in the sites than in the Knowledge Graph. This means they should put more work into micro-formatting and create more specific and query-oriented snippets that could get featured in a Quick Answer Box.</p>

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<h3><span style="color: #00ccff;">What this means to PPC Advertisers:</span></h3>
<a href="https://vividreal.com/wp-content/uploads/2016/06/throwing-money.gif"><img class=" aligncenter wp-image-1631" src="https://vividreal.com/wp-content/uploads/2016/06/throwing-money.gif" alt="throwing-money" width="257" height="191" /></a></li>
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<p style="text-align: justify;">Never before have Avg. Position been this important. Always keep a close eye on it. Those who were losing hope down the bottom of the results page can sigh in relief as the removal of side-clutter will result in an even distribution of clicks throughout the page. This will definitely improve their CTRs. It would be a good time to increase your bid if your average ad position is somewhere near 7. Below 7 means you get pushed to the next page of the results. And we don't need to explain how that will hugely diminish the CTR. Focus on the best-performing keywords and increase their bids, as everyone else will be increasing their bids soon.</p>

<h1 style="text-align: justify;"><strong><span style="color: #00ccff;">Green labels for Ads</span></strong></h1>
<p style="text-align: justify;">Till about a month ago, Google used yellow labels to denote ads. They've been replaced with green coloured labels. This change has a very important ergonomic advantage compared to the yellow bands as the colour green is often associated to safe,  clean, fresh etc and yellow for caution, danger and all. <a href="https://vividreal.com/wp-content/uploads/2016/06/sign-giving-order-manually-go.jpg"><img class="wp-image-1643 alignleft" src="https://vividreal.com/wp-content/uploads/2016/06/sign-giving-order-manually-go.jpg" alt="sign-giving-order-manually-go" width="66" height="31" /></a>Let’s imagine. A user searches for a product. She sees 10 results. The yellow label would call-out that they are Ads. It's more probable that she clicks on the organic search results than Ads. But with the new green Ad labels, the distinction between ads and organic search labels are small. The green label seamlessly blends with the green URL-line, making it look like an organic search.</p>

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<h3><span style="color: #00ccff;"> What this means to SEO Experts:</span></h3>
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<h3><span style="color: #00ccff;">What this means to PPC Advertisers:</span></h3>
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<p style="text-align: justify;">The green label is all good news for PPC advertisers.  This means that Ads will now look less obvious as ads and more like organic results. This will surely increase click-through-rates.  The green label definitely looks more inviting and this seemingly simple tweak means that it draws more attention to the star ratings of your products.</p>

<h1 style="text-align: left;"><strong><span style="color: #00ccff;">Material design for SERP</span></strong></h1>
<a href="https://vividreal.com/wp-content/uploads/2016/06/material_design_animation.gif"><img class="aligncenter wp-image-1655" src="https://vividreal.com/wp-content/uploads/2016/06/material_design_animation.gif" alt="material_design_animation" width="257" height="193" /></a>
<p style="text-align: justify;">Material design is a 3-D environment containing light, being material, can cast shadows and are unbelievably pretty(Come on, Lets give it to Google. It looks stunning). Google introduced material design to Android, with Lollipop and nearly perfected it with Marshmallow. Google is now testing this view in PC search engine results. Each result is a material encapsulated in a card and even has a slight shadow. The aim is to make a very interesting and eye catching results page, which will remain simple and easy to load.</p>

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<h3><span style="color: #00ccff;"> What this means to SEO Experts:</span></h3>
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<p style="text-align: justify;">With material design, Google's featured snippets or simply Quick Answer Boxes, will become much more prominent.  So, coming with material design, SEOs should look into making a better snippet. Micro-formatting allows you to give Google a bit more understanding about your site content and improve your rich snippet. For example, if you are a writer and you have a site about your book. You attribute your name to a “Author” and your book’s name "X" to “Book Name”. Then, when someone searches for “Who wrote X”, Google will display a card with your site content on it. The Quick Answer Box was a point of concern for SEO experts when it was introduced in 2014, as they thought if the queries are answered on the home page itself, their site views would decrease. But on the contrary, the site with the featured snippet got more views than the first search result.</p>

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<h3><span style="color: #00ccff;">What this means to PPC Advertisers:</span></h3>
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<p style="text-align: justify;">A much more sleek and natural look is given to Ads. The Ad snippets will look more attractive and clickable. This is definitely an advantage to PPC advertisers. They will need to ponder over how the ad will look. Such a way that it fits a card-style presentation.</p>
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