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Para onde caminha Google: primeira analise á mudança do SERP no motor de busca

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17 March 2016 at 16:59, by

0005Nos finais do mês passado, Google colocou em movimento uma das alterações mais drásticas no desenho da página de resultados (SERP). Anteriormente, explicámos em que consistia e as possíveis consequências para os anunciantes. A eliminação da barra lateral, supunha um aumento das licitações (CPC’s) ao reduzir-se o espaço destinado aos anúncios.

Depois do alarme criado e do tsunami de artigos com analises, opiniões e comentários de especialistas en Adwords publicados nos dias seguintes, parece que a calma regressou. O que se intuía como a chegada do Apocalipse, de momento, apenas parece uma evolução que revela o interesse de Google em equiparar o interface do seu motor de pesquisa nos PC’s y Tablets com a dos Smartphones.

post anselmo1

No entanto, os dados recolhidos e analisados por webs especializadas en PPC como Wordstream, oferecem conclusões significantes: nem as métricas de Adwords estão a ser aterradoras, nem o SEO (os resultados orgânicos ou naturais) estão a ser prejudicados como se previa inicialmente.

Agora, os blogs especializados estão a concluir que: os PLA’s (Product Listing Ads, o espaço dedicado a produtos Google como Shopping, Hotel Ads,…) estão a ter um aumento de clicks depois da eliminação da barra lateral de anúncios. OS PLA’s estão a ser publicados com maior frequência na parte superior da página de resultados, ocupando o espaço destinado aos anúncios da barra lateral. No caso do sector hoteleiro, quando um utilizador efectua uma consulta genérica, os resultados mostrados através do Hotel Ads intercalam-se com os anúncios de Adwords e os resultados orgânicos. Se a consulta é de Branding, o perfil do Hotel Ads ocupa a barra lateral direita, como se pode ver nas seguintes imagens.

post anselmo 2anselmo4

Em todo o caso, estamos assistindo a uma evolução do Google para “incentivar” que os anunciantes utilizem os seus produtos pagos PLA’s: Hotel Ads, Google Shopping ou Google Flights. A prova, podemos a ver no seguinte gráfico, onde se visualiza o lugar ocupado pelos PLA’s na página de resultados.

Fuente: Rimmkaufman

Fuente: Rimmkaufman

Progressivamente, vemos como os PLA’s estão a publicar-se na parte superior do motor de pesquisa. Assim, estes espaços estão adquirindo maior visibilidade, o qual provoca, por um lado, que os utilizadores façam uso destes espaços e por outro que os anunciantes invistam para promover os seus produtos/serviços através dos PLA’s.

O tempo nos dirá em que direcção está dirigindo-se Google e quais os motivos para esta alteração radical.

Idiso

Idiso

Idiso is much more than a technological service provider. Our mission is to provide real value to our clients. We want to become THE GLOBAL HOTEL SALES PARTNER, helping hoteliers sell more and better thanks to our 360º distribution and marketing solutions.

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