Change is a fundamental part of Google’s make-up. For years, the search giant has released regular algorithm updates, leaving businesses racing to catch up. But in recent months, these changes have become more common – and increasingly unpredictable – with new updates like AI Overviews rewriting the rules of search optimisation.

The search engine results page (SERP) is no longer a simple list of website links and adverts – it’s a dynamic front page showcasing everything from AI-powered answers to social media snippets, videos, and related queries.

At the same time, the way we search is changing, too, with customer behaviour becoming ever-more fragmented. Today, consumers follow longer and more circuitous paths to purchase, sometimes making multiple stops across social media, influencers, and review sites before arriving at their final decision. This creates new challenges – but it also creates opportunities.

And that’s because despite these changes, and the fact that it’s often overlooked, search remains the cornerstone of digital marketing. Brands can continue to thrive in the face of algorithm shifts and rising competition, but as in nature, it all comes down to survival of the fittest. In the search biome, this means embracing helpful content, technical excellence, and real authority in your space.

However, successful SEO takes time. This can be frustrating in a landscape that’s constantly shifting, but adjusting strategies to keep up with search trends takes patience and persistence. A well-crafted SEO strategy doesn’t spark immediate results; it grows and matures, delivering significant long-term value.

The challenge

The pressure to show return on investment can lead brands to focus on “quick wins”, like overinvesting in paid digital channels. This isn’t necessarily wrong – paid channels such as social media adverts have proven effective – but with costs rising, those returns are diminishing. Because of this, short-term gains aren’t always sustainable and can lead to missed opportunities for long-term value that a blended approach to digital marketing will deliver.

This all means that Google remains critically important for several reasons:

1. Market dominance

ChatGPT is winning over a rising number of searchers, but Google still holds over 90% of the global search engine market share – making it the primary gateway for people seeking information online. In short, if you want to be found, you need to be found on Google.

2. Consumer trust

It’s a household name for a reason – people trust Google, so winning your place on the first page of search results lends instant credibility and authority to your business. Even if a user discovers you on social media, they’ll likely pop back onto Google “just to check” you’re all you say you are.

3. High-intent traffic

Visitors from Google are often actively searching for solutions. This means they’re closer to making a decision, which in turn renders Google a powerful source of qualified leads and conversions.

4. Local search power

Google is essential for local businesses, making it massively useful for dental practices. With features like Google Maps, local packs, and Google Business Profile, users can find nearby services in real time – boosting footfall and local engagement.

5. Evolving SERPs

These days, Google offers far more than ten blue links. With content like Featured Snippets, People Also Ask, Local search and Google Ads, businesses can gain visibility in many different ways.

6. Boosted brand visibility

Even if people don’t click, simply appearing in search results builds brand awareness and familiarity over time – an essential part of digital marketing.

7. SEO and content marketing

Google sets the standard for search engine optimisation. So, if you’re creating content or optimising your site, you’re doing it with Google’s algorithms in mind.

The reality is that if you’re online, you’re already living in Google’s world. Ignoring it means missing out on visibility, traffic, leads, brand awareness and long-term growth.

So, what’s changing with Google SERPs?

1. AI-powered search and SGE (Search Generative Experience)

Google is rolling out, and experimenting with, AI-generated answers above organic results. This leads to fewer clicks on traditional links, meaning visibility in these new sections for some results will be key.

2. Zero-click results

Gone are the days of Google acting like the world’s busiest departures lounge. More searches now result in users finding what they need without going anywhere, thanks to Google Business Profiles, featured snippets, knowledge panels, and People Also Ask. This makes it important to optimise for visibility, as well as clicks.

3. Local and map pack integration

The search engine is now hyper-local, so for businesses, appearing in the local pack (the map and top three listings) is vital. This depends on your location relevance, reviews, and Google Business Profile quality and optimisation.

4. Rich results and schema markup

Google favours results that include ratings, prices, FAQs, and other helpful content. As a result, these enhanced listings get better exposure, and thus a higher click-through rate.

5. E-E-A-T (Experience, Expertise, Authoritativeness, Trust)

It’s the real people, with real expertise, that now get rewarded. To meet these high standards, content should be natural in tone, accurate and helpful.

How to adapt your SEO strategy

To get ranked – and ranked well – in today’s SERPs, there are several things you or your agency can do.

1. Focus on high-quality, helpful content

To get ahead, you should always write for users first, rather than algorithms. High-quality content signals that your website is a good source to select.

So:

• Answer specific questions clearly.
• Use headings and structure for easy scanning.

2. Do the SEO basics – but do them well

The SEO field is far bigger than it used to be, but title tags, meta descriptions, internal links, and image optimisation all still matter.

So:

• Use schema markup for rich results (things like FAQ, reviews, and how-tos).

3. Optimise for featured snippets and People Also Ask

Google delivers these little snippets as a priority, so make it easier to find what it’s looking for.

So:

• Provide concise answers, of 40-60 words (AKA snippet length), to common questions.
• Consider including questions for some headings and answering them clearly.

4. Improve your page speed and mobile experience

This isn’t new: fast, mobile-friendly websites rank better and retain visitors. In fact, I recently learnt that as mobile load times go from one second to five seconds, the probability of a user “bouncing” goes up 90%. Improving your page speed and overall mobile experience can therefore make a big difference.

So:

• Check your mobile caching and optimisation of images.
• Look how your images and videos load.
• Review your hosting and content delivery network (CDN).
• Review plug-ins and minimise “code bloat”.

5. Strengthen Your E-E-A-T

Just as people prefer businesses they can trust, Google favours those meetings its key markers of credibility.

So:

• Add bios, credentials, and trust signals.
• Ask for reviews and mentions, and seek links from reputable sources.

6. Prioritise local SEO

This won’t apply to everyone, but if you’re a practice in a defined geographic area, you can reap the rewards of local SEO.

So:

• Keep your Google Business Profile updated
• Collect reviews and respond to them, ideally within 24 hours.
• Use location-specific keywords on your website.
• Add booking links so that users can book an appointment directly from Google.
• Add product images and before and after photos (these are often displayed alongside information).

7. Think beyond the blue links

With so many content types to work with, it’s not just your website links that matter. Users can now engage with you in a host of different ways.

So:

• Use images that display your practice, people or services.
• Optimise for video (YouTube is a Google product, so consider repurposing your Instagram Reels as YouTube Shorts).
• Build your presence on the platforms Google pulls data from.

Get your SEO strategy in shape

With Google evolving so rapidly, it can feel hard to retain your ranking – but we’re always here to lend a hand. Want help auditing your site or content strategy? Just get in touch so that we can take a look.