What's New in Google Search (From Barry Schwartz)

Barry Schwartz and his team delivered another insightful and entertaining update in their latest video, "It’s New 12/2." As always, their blend of humor and deep expertise shed light on the latest developments in the search engine industry.

Here's a breakdown of the key points and why they matter:

1. The Growth of Ads and Decline of Organic Results

Barry's team humorously dissected Google's increasing focus on ads, including a new "More Sponsored Results" button that adds more ads to search results. While this might thrill advertisers, it continues the worrying trend of diminishing organic search visibility. The panel’s joking suggestion that organic results might only live on page two soon is an exaggerated but poignant critique of how monetization is eclipsing user experience.

Takeaway: This trend highlights the need for businesses to rethink their strategies, investing in both ads and alternative channels to ensure visibility as organic opportunities dwindle.

2. Bing's Shopping Grids: Innovation or Following Suit?

Microsoft's Bing is stepping up its shopping game with new grid-style displays and enhanced shopping guides. While the team noted this as "following suit" compared to Google's recent innovations, it reflects a larger trend: platforms aiming to become shopping destinations rather than mere search engines.

Takeaway: Bing's developments show that it's a contender for e-commerce visibility. Brands might consider allocating resources to Bing Ads and optimizing their presence on this often-overlooked platform.

3. Google Business Profile Changes: Age Restrictions and Spam Control

Google's decision to enforce storefront requirements for businesses in age-restricted industries is a noteworthy effort to enhance trust and reduce spam. The team discussed the implications for mobile and service-area businesses, raising concerns about whether this is feasible for all.

Takeaway: While this change may cut down on spam, it adds complexity for certain legitimate businesses, especially mobile ones. Entrepreneurs need to adapt quickly or risk losing visibility on Google.

4. Site Engagement Metrics: A New Data Frontier?

Crystal highlighted Google Chrome's engagement metrics, a feature that allows users to see how engaged they are with websites. While this tool is marketed as a personal insight, speculation abounds about whether Google aggregates this data to inform ranking algorithms.

Takeaway: Although Google denies using Chrome data for search rankings, transparency remains critical. Businesses should monitor how engagement metrics might evolve as a potential ranking factor.

5. The Ever-Rolling Core Update

The November 2024 Google Core Update remains in progress, causing fluctuations in rankings. The timing—during the high-stakes Black Friday weekend—raised eyebrows, as many SEOs and businesses felt the impact during a critical sales period.

Takeaway: Core updates during peak seasons amplify stress for businesses reliant on organic traffic. The unpredictability underscores the importance of a diversified traffic strategy, including ads, email marketing, and social media.

6. Manual Action Notice Debate

John Mueller’s response to the idea of advance notice for manual actions sparked discussion. While some manual actions come with lead time, others—like the expanded reputation abuse penalties—caught businesses off guard.

Takeaway: Google's inconsistent approach to notices makes it vital for businesses to maintain ethical practices and stay informed about evolving policies.

7. Celebrating 21 Years of Search Insights

Barry’s personal milestone of 21 years covering the search industry was a heartwarming moment. From starting RustyBrick at age 14 to becoming a leading voice in search, his dedication is inspiring.

Takeaway: The search landscape has evolved dramatically over the years, and Barry's work has been a consistent source of clarity and analysis. It's a testament to the value of staying informed and adaptive in a fast-changing industry.

Final Thoughts

Barry Schwartz and his team excel at breaking down complex topics with humor and insight, making their commentary essential viewing for anyone in the search or digital marketing space. From the evolving role of ads to debates about algorithm updates and manual actions, this episode underscores the need for vigilance and adaptability in navigating the digital landscape.

As the search world continues to evolve, Barry's updates remind us to stay curious, critical, and ready to embrace change—ads, core updates, and all.