Google’s Shift from Answers to Journeys: What Does It Mean for search engine marketing?

Customers commonly start their adventure with a Google search when they look for records, from dog training to fidget spinners.

It was that Google’s algorithm tried to provide users the solutions they had been trying to find. However, today, matters aren’t that easy.

With principles like consumer intent and the buyer’s adventure becoming more critical, Google has remodeled its algorithm to better understand what customers are trying to find once they type in a word or question.

But while Google introduced its new replacement in 2018, no person anticipated they might not be converting their rules. Still, they would sincerely alter our thoughts about user searches and search history.

5 Reasons Your Video Marketing Strategy Is Not Working | ✓2022

Enter Search Journeys.

Why the Change to Search Journeys?
Search Journeys: Google uses AI to better recognize the language users use after they seek.

That is, Search Journeys appears in the context – and uses that knowledge to reveal users content that is most relevant to where they may be in their journey in preference to absolutely giving them an answer to a question.

Google’s AI appears where customers are, what they have searched for within and beyond, and what they can search for or do next.

This challenges the way that we’ve formerly seen net searches. It also exhibits how Google uses previous search records in an entirely new way to gift customers with higher, especially-tailored outcomes.

The Problem with Answers

When customers look something up online, they first go to their chosen search engine and sort in what they need to understand.

This will be “portray hints for beginners,” “circle of relatives attorney in Pasco,” or “how to make a wicker chair.”

In the past, Google focused on giving customers the best solution to their queries. What became “pleasant” became determined by selecting factors like keyword match, relevancy, proximity, and others.

The problem is that the old algorithm didn’t account for what a person intended to do. Rather, it attempted to find the great fit (i.e., solution) for what they looked for.

Further, Google wasn’t predictive in what to reveal to users based on preceding searches or where they were on their “search journey.”

The Purpose of Following the User Search Journey

Now, Google knows that there may be a ramification of factors that users are searching out after they type in a given term and that there may be many exceptional tiers to that process.

Here’s an example of a user’s Search Journey in action:

A person begins their look for a circle of relatives regulation attorney in Pasco. They Google some terms, like “circle of relatives attorney near me” and “great own family lawyer in Pasco.”

After touring a few regulation company websites and making an intellectual aware of who to hit back later, they decided to assume a chunk of it.

A week later, they Google the equal phrases once more.

Only this time, Google knows what websites they’ve visited and for how long. The algorithm knows that they aren’t really trying to explore new options but are trying to determine between their first seek opportunities.

So, Google may show the user reviews of the regulation corporations they have looked at or gift them with content material focused on hiring a legal professional.

We can see how this aligns with what we already recognize about the customer’s journey.

Users frequently begin by looking for a strategy to trouble, then weigh their options, after which they’re ready to buy.

With Search Journeys, Google’s algorithm uses personal records to discern where users are in their adventure, giving them content that suits them.

How Do Google Search Journeys Work?

Search Journeys’ advent built upon a similar concept as the Knowledge Graph – a generation that checked out the connections between people, places, things, and data. However, Search Journeys delivered AI for you to understand how those connections are built and how they grow through the years.

Basrch Journeys uses these statistics to apprehend how consumer searches and intentions trade the greater users discover a topic they’re inquisitive about.

Activity Cards

Search Journeys uses Activity Cards to remember articles and webpages users have visited after searching for a specific topic.

This Activity Card appears at the top of a consumer’s search feed. It indicates to customers the webpages they have formerly visited and how long ago it changed into that they closing regarding the page.

This is incredible from a consumer viewpoint because it reminds users of what they are looking for and why it has become a hobby. Further, it offers Google important information for what content material to give to customers next.

But, there is more to Search Journeys than the wonderful integration of preceding seek records to seek feed. It allows Google to generate outcomes that can most probably fit which customers are at of their journey – rather than presenting them with an answer to a query.

Google Collections

Along with Search Journeys and Activity Cards, Google has additionally advanced what they name Collections.

Collections allow users to keep information and content material in a group to refer back to it later. It is much like what Pinterest does with Boards but on a much wider scale.

Users can shop for an article, webpage, or photo in their Collection. They can then visit the Collection later, rename it, edit it, delete anything they now do not need, and even proportion the Collection to others via an easy hyperlink.

Then, Google will provide users with even greater content material relevant to what they have already saved inside the search outcomes. That’s because the setrules now have contextual data to apprehend where a consumer is in their Search Journey.

Users are then provided with content that deepens their expertise about the subjects they may be interested in.

What Does This Mean for Search Engine Optimization?

For SEO specialists and digital entrepreneurs, the advent of Search Journeys offers a new way to understand seek – in most cases, the why at the back of what customers look for.

It’s significant to map key phrases to tie the purchaser’s journey, whether it’s the Information, Decision, or Buying degree.

Google Search Journeys uses AI and advanced information to determine what level users are at when they look for something.

For example:

Are they searching out extra records to clear up a problem?
Are they prepared to evaluate one-of-a-kind solutions and decide what’s excellent for them?
Have they decided on a pleasant solution and now are searching to buy/sign on/lease?
Google’s AI technology can discern this and show customers content that matches what it’s far; they may be simply attempting to find and are prepared to peer.

But you oughtn’t to be an AI robot to apply this for your own search engine marketing method.

There’s a good deal to be discovered from the advent of Search Journeys – from how to behavior keyword studies to growing content material that matches where users are in their adventure.

Journey-Focused Keyword Research

Identifying the cause of the consumer has been an essential part of the keyword studies process.


I have been working in the field of SEO and content marketing since 2014. I have worked with over 500 clients and more than 100 websites. I started blogging in 2012 and have now made my first steps into the world of freelancing. In my spare time, I like to read, cook or listen to music.