This is Why SEM is Always Changing

Expertise in search engine marketing is a fleeting notion. You have to stay current on your understanding to avoid losing pace with more aware competitors. Google consistently updates the technology available for paid advertising campaigns, along with its organic search algorithm, to ensure readers get the best possible content and providers deliver useful, relevant information.

Following is a look at some recent trends in search engine marketing and how they affect your small business marketing!

Responsive Web Design for Mobile-Friendliness

In 2015, Google amplified the importance of mobile-friendliness in its search algorithm because more people now conduct searches on a smartphone or tablet than on a desktop computer. This adjustment has driven the expansion of responsive web design.

Responsive design structures your site so that the size and content format naturally flex to the screen size. This approach allows you to design one site that aligns with appearance standards across all devices, while still meeting Google expectations for mobile-friendliness.

Google Unified Device Targeting Opportunities

Google recently, and finally, joined Bing and other search engines in allowing advertisers to conduct unified device remarketing. Therefore, companies that use the Google AdWords platform can retarget users as they move from one device to another.

Because of Google’s dominant position in search, and the importance of retargeting, this news is welcomed by marketers. You can now stay in communication with prospects by delivering remarketing campaigns as they move through their evaluation. Previously, your communication would get cut-off as people switched devices, impacting your ability to seal the deal with people as they moved closer to a decision.

Product Listing Ad Updates

Google has made a lot of adjustments to its product listing ads, or Google shopping ads, in recent months. These changes are especially important for e-commerce companies. PLAs include product images, prices, and user star ratings. They appear prominently at the top of a product search results page.

The most recent modification is a carousel style layout on desktop. Earlier this year, Google gave advertisers greater control over which product ads appeared in particular user searches.

High-Quality Content

Despite these fancy new technologies integrated within search engine marketing, the ability to offer high-quality content remains paramount to organic SEO. Google has indicated that long-form content, in particular, is more valued, as it tends to provide readers with a greater depth of information and features.

Look for opportunities to write longer articles that integrate images and videos. In addition to search performance, engaging content increases social shares and link posts. Getting links to your content directly improves search results, whereas social sharing drives traffic and contributes to further reach.


To stay current with search engine marketing, pay attention to increased demands by Google for quality content and technological improvements that affect your paid campaigns. Google not only values mobile-friendliness, but it has also indicated a preference for responsive web design. Retargeting through unified devices is a tremendous opportunity to convert window shoppers into customers.

An expert partner, especially one like Salesgenie, a certified Google AdWords™ reseller, is of great value in levering search engine marketing advances. Contact us now to discuss your SEM plans!