Google Introduces Combined Content Results
When Google patents talk about paid search, they refer to those paid results as “content” rather than as advertisements.
A recent patent from Google (Combining Content with Search Results) tells us about how Google might identify when organic search results might be about specific entities, such as brands. It may also recognize when paid results are about the same brands, whether they might be products from those brands.
In the event that a set of search results contains high ranking organic results from a specific brand, and a paid search result from that same brand, the process described in the patent might allow for the creation of a combined content result of the organic result with the paid result.
Merging Local and Organic Results in the Past
When I saw this new patent, it brought back memories of when Google found a way to merge organic search results with local search results. The day after I wrote about that, in the following post, I received a call from a co-worker who asked me if I had any idea why a top ranking organic result for a client might have disappeared from Google’s search results.
I asked her what the query term was, and who the client was. I performed the search, and noticed that our client was ranking highly for that query term in a local result, but their organic result had disappeared. I pointed her to the blog post I wrote the day before, about Google possibly merging local and organic results, with the organic result disappearing, and the local result getting boosted in rankings. It seemed like that is what happened to our client, and I sent her a link to my post, which described that.
Google did merge that client’s organic listing with their local listing, but it appeared that was something that they ended up not doing too often. I didn’t see them do that too many more times.
I am wondering, will Google start merging together paid search results with organic search results? If they would do that for local and organic results, which rank things in different ways, it is possible that they might with organic and paid. The patent describes how.
The newly granted patent does tell us about how paid search works in Search results at Google:
Combining Paid and Organic Results
Here is the process behind this new patent involving merging paid results (content) and organic results:
When Google decides whether the eligible content item is associated with the same brand as an organi result, it is a matter of determining that one content item is sponsored by an owner of the brand.
A combined result (of the paid and the organic results covering the same brand) includes combining what the patent is referring to as “a visual universal resource locator (VisURL),”
That combined item would include:
In addition to the brand owner, the organic result that could be combine might be from a retailer associated with the brand.
It can involve designating content from the sponsored item that is included in the combined content item as sponsored content (so it may show that content from the paid result as being an ad.)
It may also include “monetizing interactions with material that is included from the at least one eligible content item that is included in the combined content item based on user interactions with the material.” Additional items shown could include an image or logo associated with the brand, or one or more products associated with the brand, or combine additional links relevant to the result.
The patent behind this approach of combining paid and organic results was this one, granted in April:
Combining content with a search result
The patent does include details on things such as an “entity/brand determination engine,” which can be used to compare paid results with organic results, to see if they cover the same brand. This is one of the changes that indexing things instead of strings is bringing us.
The patent does have many other details, and until Google announces that they are introducing this, I suspect we won’t hear more details from them about it. Then again, they didn’t announce officially that they were merging organic and local results when they started doing that. Don’t be surprised if this becomes available at Google.
Copyright © 2018 SEO by the Sea ⚓. This Feed is for personal non-commercial use only. If you are not reading this material in your news aggregator, the site you are looking at may be guilty of copyright infringement. Please contact SEO by the Sea, so we can take appropriate action immediately.
Plugin by Taragana
The post Google to Offer Combined Content (Paid and Organic) Search Results appeared first on SEO by the Sea ⚓.
How to add a lead score system to your Messenger #bot built with Chatfuel or ManyChat @thinktuitive https://t.co/X8VbSO1Lq8
Sales Meeting Ideas to Keep Your Team Motivated and Focused via @sujanpatel @mailshakeapp https://t.co/ExcGkkeLYW https://t.co/5sbfmJY2iy
From #Hustling as a Teen to Being a Leading #Entrepreneur: 3 Business Lessons from @NeilPatel https://t.co/Sx9oIhTIFg by @MatthewSpurr https://t.co/3wgwy8NHsi
#Marketing: Deciding on the Right Temp Cover For Your #SocialMediaManager https://t.co/N4snTwzykW by @tonyrestell on @Social_Hire https://t.co/J2Ap43zYo5