In Searchdrop this week we focus Googles response to COVID-19, how they’re utilising search to support people with Coronavirus and more general medical information. We also look at top tips for creating great Q&A video content; something our research into the perfect landing page highlights.
With the ever-growing threat of COVID-19 globally, Google has stepped up how it supports people in an effort to help users better understand Coronavirus by providing a ‘richer’ search result for related searches. This includes an SOS alert banner, top stories and pandemic specific information, as well as a COVID-19 interactive map which highlights the spread of the virus on a country level.
All this information, aside from being a brilliant resource for anyone with concerns about the virus, highlights the way that Google can quickly adapt search results to tailor them towards the user. The key lessons from a search perspective here are:
Another key aspect of what Google is doing is protecting users from misinformation by taking steps to provide important information for businesses and students who may need to self isolate. On top of this, Google is supporting research through Deepmind in structure predictions for proteins related to the virus.
Related to recent updates made around COVID-19, Google has created a new rich snippet for displaying medical information directly from the NHS (in UK search). These results provide content directly from the NHS for a number of different illnesses.
This evolution in the way that content is delivered in the search results begs the question – what other types of content could be impacted by this?
The Financial Services are one area that feels like something that could be impacted, although un-biased versions of necessary information may be hard for Google to come by, particularly as it won’t come from a body such as the NHS.
It seems like a simple enhancement Google could make to include different types of service information. For example, the term “What is private banking?” could have search results displayed with an overview of its meaning, the companies that offer this service, and more.
So what does this mean for you? As with the COVID-19 example above, search results are continuing to develop into something users are (sometimes) able to get the answer from without the need to actually visit your site. Ensuring you have the information that appears for the ‘clickless’ SERPS will be important in the future for brand awareness and rankings broadly.
Video has been hugely valuable to SEO for years and will likely continue to grow in importance, which means that understanding how to create engaging video content is vitally important.
The key things required in the production of a good Q&A video are:
The SEO value of good video content can be quantified in a few ways: