Google just dropped a bombshell that’s sure to shake things up in the world of paid search. They’re making a significant shift in how they evaluate ad positions, prioritising organic listing relevance.

Here’s what you need to know about this game-changer:

The End of Guaranteed Top Billing for Paid Ads?

Get ready to say goodbye to the days of paid ads automatically snagging the coveted top spots. Google will now prioritise highly relevant organic listings even if it means pushing paid ads down the page. This means even the most strategically crafted ad campaign could be outranked by a perfectly optimised organic result.

Impression Share Bidding on the Ropes?

Many have relied heavily on impression share bidding strategies to maximise ad visibility. However, with organic listings potentially taking the lead role, this strategy might need some rethinking. Pure impression share might not be enough.

Rise of the Relevance Stars: Enter Prominence Metrics

Metrics that gauge ad prominence, like “search top impression rate,” are about to become your new best friends. By understanding how visible your ads are within the search results page, you can optimise your campaigns for maximum perceived relevance. Remember, even if your ad isn’t in the absolute top spot, a prominent placement near highly relevant organic results can still be incredibly valuable.

What This Means for Your SEO Strategy

This new landscape demands a renewed focus on crafting highly relevant, top-notch content that truly addresses user search intent. Here’s why:

Organic Ranking Powerhouse: Good quality content will not only boost your organic rankings but also indirectly improve your paid ad’s perceived relevance. Google will see your brand as a source of valuable information, strengthening your overall ad authority.

The User-Centric Approach Wins Again: Ultimately, Google’s move prioritises user experience. They want to deliver the most relevant and helpful results possible. By aligning your SEO and paid ad strategies with this user-centric approach, you’ll be well-positioned to thrive in this evolving search environment.

Key Takeaways:

  • Google is prioritising organic listing relevance when determining ad positions.
  • Impression share bidding strategies might need adjustments.
  • Prominence metrics like “search top impression rate” will be crucial.
  • SEOs need to double down on creating high-quality, relevant content for both organic and paid campaigns.
  • By adapting your strategy to prioritise user needs and embrace relevance as the new gold standard, you can ensure your brand stays ahead of the curve in this exciting, user-focused search landscape.

Eloise Heeley

SEO Executive

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