Originally at http://tracking.feedpress.it/link/9375/2219598

Posted by Alan_Coleman

By now, we’re all pretty used to Knowledge Graph results in the SERPs. But what could it mean when Google offers the ability to make a purchase, a call, book an appointment, or otherwise convert customers within those results? In this video blog, Alan Coleman speculates about a potential 100% conversion rate in the SERPs and raises the question of Google’s role in an increasingly app-centric world.

Video transcript

In this video blog, I’m going to talk to you about a key trend we’ve noticed with Google here at Wolfgang.

12 months ago, the key trend that we were talking about was Google had shifted its focus. From Google’s birth right up until last year, its objective was to get you to the website that was most relevant, most authoritative, most likely to answer your question — whereas what we saw 12 months ago was Google taking a lot more ownership of your journey from question to answer. And what we were seeing 12 months ago was a lot more questions literally being answered on the SERPs, pulling information from Wikipedia, from other websites and giving that to the user directly on Google.

A very recent update to this innovation is that Google is now actually using their own search data to give you further details. Last weekend I was searching for a restaurant and not only did it give me the reviews in the knowledge panel — the website, phone number, and opening hours — it also used its own data to give me the popular times: when I was most likely to get seated in the restaurant, and when it could be a problem.

So, armed with that information, we could go and have a lovely Italian lunch last weekend. But it doesn’t just stop at answering the question.

Conversions facilitated on the SERPs

Google’s methodology has always been to test things out in the organic list first and then, …

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