Interested in staying up-to-date with the latest SEO news? In November’s round-up, I’ll discuss the latest happenings that have occurred in the world of SEO over the last month or so.
What's New in SEO for November?
1. OpenAI launch ChatGPT Search
2. Google Deprecating Sitelinks Search Box
1. OpenAI launch ChatGPT Search
On October 31, 2024, OpenAI announced the launch of ChatGPT Search, a game-changing feature that integrates real-time web search capabilities into ChatGPT, allowing users to access up-to-date information directly within the chat interface. This move positions OpenAI as a direct competitor to traditional search engines like Google, challenging their long-standing dominance in the market.
Key Information
How do you get ChatGPT Search to appear?
ChatGPT Search is directly integrated into the ChatGPT interface. ChatGPT will choose to search the web based on what you ask, or you can manually choose to search by clicking the web search icon as pictured below.
How up-to-date is the data?
ChatGPT Search now brings real-time information directly to users, thanks to OpenAI’s partnerships with top news and data providers. This collaboration ensures that “up-to-date information and new visual designs for categories like weather, stocks, sports, news, and maps” are easily accessible, offering an accurate and visually engaging experience right in the chat.
When will you have access?
Initially, ChatGPT Search is available to Plus and Team subscribers, with plans to roll it out to free, enterprise, and educational users in the coming weeks.
Advantages of ChatGPT Search
Integrated Conversational Context
ChatGPT can remember context within a conversation, making it easier to ask follow-up questions without rephrasing. This provides a more natural, conversational experience than traditional search engines.
Summarised Information and Concise Answers
Instead of offering a list of links, ChatGPT synthesises information. This involves combining information from various sources to provide a more cohesive and comprehensive answer to complex questions.
Disadvantages of ChatGPT Search
Limited Source Transparency
ChatGPT doesn’t always show sources, making it difficult to verify the accuracy of its information or review the original context of details.
Potential for Outdated or Inaccurate Information
While ChatGPT can search the web, it may occasionally provide information that’s outdated or not as timely as Google’s real-time indexed results.
Less Effective for Localised Searches
Google’s geolocation-based capabilities and localised indexing often outperform ChatGPT for highly specific, local queries. In some cases, chatGPT directly links to https://maps.google.com/maps/search/ results when listing local businesses (meaning it likely makes more sense for users searching these queries to go straight to the source..)
Fewer Embedded Features and Specialised Tools
Google’s built-in tools, such as flight booking, currency converters and jobs are absent in ChatGPT Search, limiting its utility for these specialised needs.
What does this mean for businesses?
While the exact impact remains to be seen, businesses may experience a reduction in organic traffic from informational searches. ChatGPT’s concise, synthesised answers mean that users might find the information they need without clicking through to websites. This shift could be particularly relevant for content-driven queries, such as “how-to” guides or product comparisons, as ChatGPT provides quick, direct responses.
This trend aligns with other recent shifts in search behaviour. Generative language models like ChatGPT, along with the rise of platforms like TikTok, have already started to reduce traffic to websites from traditional informational searches. Google’s approach has also evolved, with SERP features such as featured snippets and AI overviews increasingly addressing user questions directly within search results. These SERP features reduce the need for users to visit external sites for quick answers.
However, the impact on core business traffic is expected to be limited. Key “money” queries such as those with commercial, navigational, or transactional intent, as well as most “near me” searches, are less likely to be affected. For these high-value search terms, traditional search engines will continue to drive valuable traffic to business websites.
2. Google to Remove Sitelinks Search Box in November 2024
This month Google has announced the retirement of its Sitelinks Search Box, a feature introduced over a decade ago, due to declining usage. Starting November 21, 2024, this visual element will be removed to simplify search results. This change does not impact the normal sitelinks, just the search box which is pictured below.
Booking.com
YouTube
Key Information
How does the Google Sitelinks Search Box work?
- Currently, by using schema markup, webmasters can get a sitelinks search box to appear for their websites under a search results snippet.
- This sitelink search box can work in two ways:
- Firstly, by redirecting you to another google search results page filtered by the input query and site command.
- Secondly, by using the correct markup, you can communicate to Google where your site site search is located and Google will point the search form there instead of at Google, allowing users to see filtered searches directly on your website.
Changes websites will need to make
With the removal of the Sitelinks Search Box feature, Google advises that businesses do not need to take any specific action regarding the structured data previously used for this feature. Google clarified, "Once we stop showing sitelinks search box elements in Search, we'll remove the Search Console rich results report for it and stop highlighting the markup in the Rich Results Test. While you can remove sitelinks search box structured data from your site, there's no need to do so."
Unsupported structured data, like the sitelinks search box, will not impact search performance or cause errors in Search Console reports. However, businesses should note that Google will continue to support the WebSite structured data for site names, so it may be beneficial to review and maintain this if used.
What does this mean for businesses?
For most businesses, this change will have minimal to no direct impact on traffic or search performance. The Sitelinks Search Box allowed users to perform specific on-site searches directly from Google’s search results, and its removal means users will now need to navigate directly to the website for these searches. While this is unlikely to significantly affect overall engagement, websites that previously benefited from this feature may see slight changes in how users interact with their content.
3. John Mueller Recommends: “Avoid Generic Holding Pages for New Sites"
In a recent Reddit thread, Google Search Advocate John Mueller, who coordinates Google Search Relations efforts, shared advice on setting up new sites. He strongly recommended avoiding the use of generic server or CMS holding pages when a site isn’t ready to go live. Instead, he suggested either disabling the DNS temporarily or creating a custom holding page. According to Mueller, Google may be slower to discover and index sites that initially appear as generic or parked, potentially affecting early visibility in search results.
What is a Generic Server / CMS Holding Page?
A generic server or CMS holding page is a placeholder often generated automatically by hosting providers or content management systems for new sites. These pages are usually identical across different websites, signalling to Google that the site is inactive or “parked.” As a result, Google’s indexing system may deprioritise these pages, slowing the recognition of the new site as an active, legitimate website.
What does this mean for businesses?
If you’re preparing to launch a new website, consider using a custom holding page instead of a generic placeholder if the full site isn’t ready. A custom page, such as a branded “coming soon” message with basic information about the site’s purpose, can set a positive tone with Google, signalling that the site is legitimate and active. Avoiding a generic placeholder can significantly improve the chances of smoother, faster indexing, which is especially beneficial for sites aiming to make an early impact in competitive markets.
4. SERP Testing and Changes
a. Review Snippets Added to Business Profile Photo Carousels
Google is testing a feature that integrates review snippets directly into the photo carousels of Business Profile listings. This means that as users browse through a business's photos, they may also see excerpts from customer reviews overlaid on the images. This enhancement aims to provide users with a more informative and engaging experience by combining visual content with customer feedback.
b. Trust Scores in Search Knowledge Panels
Google is testing the display of trust scores from third-party services, such as APIVoid and ScamAdviser, within the knowledge panels of certain website entities. These scores provide users with an assessment of a site's trustworthiness directly in search results. For example, a search for "GoogleWatchBlog" reveals an APIVoid score of 90% and a ScamAdviser score of 75%. This feature aims to enhance user confidence by offering quick insights into a website's credibility.
c. 'Mentioned Products' Carousel in Search
Users have spotted Google testing a "mentioned products" carousel within search result snippets. Up until now, this feature has only appeared under Reddit results in the Discussions and forums section on Google and remains in testing. This carousel displays products referenced in the content directly beneath the snippet, enhancing user experience by providing quick access to related products.
d. Snippet Product Carousels Shown For Amazon
Google is testing a product carousel within search result snippets, displaying product images, information, ratings, and prices. This feature has been observed in German-based search results, notably for Amazon listings. The carousel includes four cards featuring product details, potentially indicating a special treatment for Amazon in search results (not that Amazon needs it!).
