I told you yesterday why Google’s buy buttons will likely be introduced sooner rather than later, and how they could impact paid search metrics such as CPC.
Equally important, these new features will likely affect broader digital strategies of most of our clients — as such, a hybrid digital strategy, one based on cross-channel efficiency, may be required.
The information about Google’s new features is sketchy, so It’s really hard to say whether what is commonly known as a “paid strategy”, which includes PPC and Display, will prevail over search engine optimisation (SEO).
In fact, Google’s latest changes bring uncertainty to the role that will be played by organic strategy based solely on SEO, but I reckon different techniques will have to be combined, carrying different priorities, in order to crack the algorithm backed by the “buy buttons data” (BBD) gathered by Google.
Key Takeaways
These are the main points anybody in the industry should focus on:
- Google’s buy button will likely be rolled out both on mobile and desktop devices — the latter has not been rumored as a likely option, but more news on that front should be expected soon, in my view. This could mean paid strategy may have to take a different direction, with more focus on both devices, while SEO should be included in broader marketing strategies.
- For the time being, SEO is only marginally affected. However, I would expect similar features such as buy buttons to be included in the SERPs in future via the implementation of structured data markup , for example, which means that technical SEO will become more important over time.
- More data available to Google usually determines
less data for digital experts, who will need to be able to build more flexible digital strategies based on cross-channel efficiency in order to drive traffic to the targeted website.
Source: TECHSMASH.NET
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