All the major changes to Google search (SEO & PPC) over the course of November 2017 - November 2018.

2. A Year Of Google

3. November 2017

4. Google Domain Now
Ignores Location

5. Mobile Product
Knowledge Panel

6. Mobile First Indexing
Begins

7. Lots Of Longer Snippets

8. New Trends Features

9. New Google Maps

10. Local Q&A Coming To Desktop

11. Google My Business
Bookings

12. GMB Edit Danger
https://moz.com/blog/competitors-edit-listing-google-my-business

13. Showcase Shopping Ads
• CPE bidding
• Pay when ad expanded +10
seconds within ad or clicks a link
• Requires header image
• Must be using new interface

14. Promotion Extensions

15. Ad Variations

16. February 2018

17. New Search Console

18. Mobile Speed Update

19. PageSpeed Insights
Update

20. • Server logs will
show significant
increase in
Googlebot
Smartphone
crawling
More Sites Moving To
Mobile First Index

21. April 2018

22. Core Algorithm Update

23. https://support.google.com/business/answer/3039617#description
Google My Business
Description

24. New Google My
Business Dashboard

25. Sunsetting Adwords
Review Extensions

26. June 2018

27. Mobile-First Indexing
Notices

28. • Average now 160 characters on desktop, 130
on mobile (previously 300+ characters)
Snippets (Re)Shortened

29. Google My Business
Services Menu

30. Google My Business
Services Menu

31. New GMB Post Types

32. New GMB Post Types

33. New Google Trends

34. Google Lens

35. Google Lens

36. Responsive Search Ads
https://support.google.com/adwords/answer/7684791?hl=en

37. New Local Shopping Ad
Features
• Local catalog display ads
• Affiliate location extensions on
YouTube
• Local feed partnership
• See What’s In Store in
Knowledge Panel (free)

38. Price Benchmarks In
AdWords Reporting

39. Death Of The Old
AdWords Interface

40. September 2018

41. Massive Google Update:
“Medic”
https://moz.com/blog/googles-august-1st-core-update-week-1unsplash.com/@kmuza

42. Google Search Console Out
Of Beta – More Features
https://unsplash.com/@kmuza

43. Google Changes Its
Mind About 302s
https://unsplash.com/@kmuzaJohn Mueller – on this hangout https://youtu.be/7y51mFBNPBE

44. Google Image Search
Referral Change
https://unsplash.com/@kmuza

45. Chrome And Non Secure
https://unsplash.com/@kmuzahttps://www.theverge.com/2018/7/24/17603126/google-chrome-unencrypted-not-secure

46. Extra Characters In
Responsive Search Ads
https://unsplash.com/@kmuza

47. “See more” In Shopping
Ads
https://unsplash.com/@kmuza
Video:
https://twitter.com/twitter/statuses/1036
366172114092033

48. Google Analytics Cross
Device Reports
https://unsplash.com/@kmuza

49. Device Overlap

50. Device Paths

51. November 2018

52. Google 20th Birthday
Announcements
• Last year alone, we ran more than 200,000
experiments that resulted in 2,400+ changes
to search.
Ben Gomes, VP, Google Search, News and
Assistant

53. Search Journeys:
Activity Cards

54. Search Journeys:
Collections

55. Topic Layer: Dynamic
Knowledge Panel

56. Topic Layer
• Knowledge Graph: Connections between entities
& information
• Topic Layer: Automated generation of hundreds
or thousands of sub-topics from a given topic
• Most relevant articles and videos identified
• “Evergreen and continually useful”
• Fresh content
• Patterns analysed to understand how sub-topics
relate to each other

57. New Formats For FAQs,
Q and A and How-Tos
https://unsplash.com/@kmuza
https://searchengineland.com/google-confirms-new-faqs-qa-and-how-tos-for-search-results-snippets-303116

58. Automated AMP Stories
In Search

59. Featured Videos:
Preview In Search

60. Google Discover: App &
Mobile Web

61. Google Discover: App &
Mobile Web

62. Google Discover: App &
Mobile Web

63. Google Image Search
Update
• Web page authority more important
• Freshness prioritised
• Placement prioritised
• More central to page
• Higher up page

64. Google Image Search
Update
• Google Image Search Update

65. Google Lens In Image
Search

66. New Merchant Centre
Promotions System