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The Google Search Engine Results Page (SERP); the coveted location you want your most relevant information prominently formatted to be considered for consumption above the competition has changed dramatically. It’s looking like a Google UX Portal with well organized blocks of meaningful results, related material (People Also Ask) and predictive/anticipatory ideas where you might be heading to satisfy your Search investigation.
https://searchengineland.com/leaning-into-seo-as-google-shifts-from-search-engine-to-portal-318263
Google is pulling information from many sources to return the most relevant and intuitive information to the user; right on the SERP page (the elusive Front Page of Google search results) … so that no other click is necessary to leave Google to a different Website.
Over the course of the past year, Google has re-designed their UX into a much richer layout to attempt to answer the Search question more intuitively; and anticipate/predict further depth and breadth of what the user is looking for.
One of my Clients continues to gain a much larger Google SERP presence from more relevant fresh content added to the Website and Social media, local articles, improving the Google business profile, more ratings and reviews, and increased affiliate exposure.
The new Google layout geometry and functionality appears to be a Web Page amalgamation/compilation to book a Hotel room right on Google with data pulled from all over the Web.
*Note: Photo’s are crawled/scraped from all over the Web from guests and customers, which can be less than optimal quality to present the Brand. Photo’s can added by the proprietor; arrangement is set in Google AI.
The Google SERP now has the potential to monetize an eCommerce transaction right within Google (encouraging selecting an affiliate link to a Travel/ Hotel aggregator to complete the transaction within Google’s partners) versus the existing Expedia family of Websites and Booking Holdings (Kayak and Booking.com) in the example.
There are ways to build better Web pages so that structured data has a better opportunity to be presented in the Google search result compilation.
