Google has been making changes to its search results pages to remove or reduce the visibility of some features that users did not find useful or relevant. The company’s goal is to make the results look cleaner and more focused on the information that matters most to users.
One of the most noticeable changes that Google has made recently is the removal of HowTo and FAQ rich results from its search results. These were snippets that showed step-by-step instructions or answers to common questions related to the user’s query. They were intended to provide quick and helpful information to users without requiring them to click on a web page.
However, Google found that these rich results were not very popular among users and did not improve their satisfaction with the search experience. In fact, some users complained that these snippets took up too much space on the screen and made it harder to find the actual web pages they were looking for. Therefore, Google decided to remove these features from its search results in September 2023.
Google changes video thumbnails and reduces FAQ visibility
Another change that Google has made to its search results is the modification of video thumbnails and the reduction of FAQ visibility. Video thumbnails are small images that show a preview of a video related to the user’s query. They were designed to help users identify relevant videos and watch them directly from the search results page.
However, Google noticed that some users did not like the way these thumbnails looked and preferred to see more text-based information instead. Therefore, Google changed the size and shape of these thumbnails in April 2023 to make them more consistent with the rest of the search results. Google also reduced the number of videos shown per query and added a “more videos” button for users who wanted to see more options.
Similarly, Google reduced the visibility of FAQ rich results, which were snippets that showed answers to frequently asked questions related to the user’s query. These snippets were meant to provide useful information to users without requiring them to visit a web page. However, Google found that these snippets were not very effective in satisfying user needs and sometimes provided inaccurate or outdated information. Therefore, Google reduced the number of queries that triggered these snippets and made them less prominent on the search results page.
Google’s vision for the future of search
The changes that Google has made to its search results are part of its vision for the future of search, which is based on providing high-quality information that meets user needs and expectations. Google’s CEO Sundar Pichai has stated that he wants Google to become more than just a list of links, but rather a “generative experience” that can answer any question and provide any information that users are looking for.
To achieve this vision, Google is investing in artificial intelligence and machine learning technologies that can understand natural language and generate relevant answers and content. One example of this is the Google Search Generative Experience (SGE), which is a new feature that uses AI to create personalized and interactive responses for users based on their queries. SGE is currently in beta testing and is expected to launch fully in 2024.
Google’s Senior Webmaster Trends Analyst Gary Illyes has confirmed that the removal of HowTo and FAQ rich results is not related to the launch of SGE, but rather to the goal of simplifying the search results and making them more user-friendly. He also advised SEOs to be careful about relying too much on search features that may change or disappear over time, and instead focus on creating original and helpful content for users.
How SEOs can adapt to Google’s changes
The changes that Google has made to its search results have implications for SEOs who want to optimize their websites for ranking and visibility. SEOs need to be aware of these changes and adjust their strategies accordingly. Here are some tips on how SEOs can adapt to Google’s changes:
- Monitor your website’s performance using tools like Google Search Console, Google Analytics, and Bing Webmaster Tools. Check how your website’s traffic, impressions, clicks, rankings, conversions, and other metrics have been affected by Google’s changes. Identify any issues or opportunities for improvement.
- Update your website’s content regularly and make sure it provides accurate, relevant, and useful information for your target audience. Write like a human would and include associations within your content. Avoid creating thin or duplicate content that does not add value or satisfy user intent.
- Use structured data markup on your website’s pages to help Google understand your content better and display it in rich results when appropriate. Follow Google’s guidelines on how to use structured data correctly and avoid spammy or misleading practices.
- Test your website’s usability and accessibility using tools like Lighthouse, PageSpeed Insights, Web.dev, and Chrome DevTools. Make sure your website loads fast, works well on different devices and browsers, follows web standards and best practices, and provides a good user experience.
- Keep up with Google’s updates and announcements by following its official blogs, social media accounts, and webmaster forums. Learn about the latest changes, features, trends, and tips that Google shares with webmasters and SEOs. Stay informed and prepared for any future changes that Google may make to its search results.
