Two BIG Changes in Google that Impact Your SEO Ranking

For movers who are making strides in SEO, I have news.

Things have changed in the Googleverse that directly impact where you land in the search results and how many click-throughs you get to your website. 

Call it Murphy's Law or plain bad luck, but if you’ve finally begun to master the niche world of SEO, it’s frustrating that Google chose now to shake up the snow globe.

But all is not lost.

With new developments come new opportunities. In this article, I’ll unpack what’s most important for movers to know and what you can do to win—or win back—valuable real estate at the top of the search engine results pages (SERPs). 

Let’s go!

New in Google: Search Generative Experience (SGE)

As a Google user yourself, you no doubt have noticed Google’s generative AI summaries at the top of the SERPs. It’s called Search Generative Experience, and instead of providing links to relevant websites, SGE generates a summary response using information from various sources. 

Intended to provide more direct, conversational answers to queries, SGE helps users find answers fast. But…it pushes organic results, like yours, down the page. 

What does this mean for movers? SGE may reduce click-through rates to your website. But it also offers you a chance to become a primary source of information. 

Companies that provide explicit, authoritative content are more likely to be featured in SGE summaries, potentially increasing their visibility and perceived expertise.

To optimize for SGE, moving companies should focus on 3 key strategies. 

1. Create content that directly answers common moving questions. And make sure your answers are clear and concise. This increases the likelihood of your information being used in SGE summaries.
2. Structure your content so that it’s easy to extract information, using headers, bullet points, and tables where appropriate. This helps SGE understand and utilize your content more effectively.
3. Remember E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). Demonstrate your company's experience through trust stats, showcase expertise with detailed guides, establish authority by featuring industry certifications, and build trust through customer testimonials and transparent policies. 

New in Google: Helpful Content Updates

Google's recent core updates are increasingly focused on promoting helpful, user-centric content. The Helpful Content Update, in particular, aims to reward websites that provide users with valuable information while penalizing those that try to “game the system.”

In short, you won’t win by restating information found elsewhere or prioritizing search engines over human readers. Google favors content that:

• Fulfills user needs
• Demonstrates genuine expertise
• Offers unique insights

For many moving companies, this means you need to shift your content strategy. Focus on creating resources that genuinely help people with their moving challenges first, then look at relevant keywords.

Your resources might include comprehensive moving guides, tips for specific types of moves, or common customer pain points. As long as it’s customer-centric, you’re on the right track!

Need inspiration? Check out this list of 9 ideas for your moving blog.

It’s important to showcase your first-hand knowledge of the moving industry. Share insights from your company's experience, highlight unique approaches to common moving problems, and provide insider tips that only seasoned professionals would know. 

SEO is a top focus area for moving companies, but it shouldn’t drive your entire content strategy. Instead of creating multiple thin pages targeting slight variations of moving-related keywords, focus on fewer, more comprehensive pages that cover topics in depth. 

This approach aligns with Google's preference for quality over quantity and positions your company as a true authority in the moving industry.

3 Practical Strategies for Moving Companies

To stay ahead of any curveballs Google throws your way, the best strategy is one that balances users needs and search engine requirements. Start by creating in-depth, helpful content and building topical authority. 

Then,

1. Address location-specific moving concerns to cater to your target markets. Develop content that discusses local regulations, climate, or neighborhood-specific moving considerations. This not only helps potential customers but also enhances your local SEO efforts.
2. Differentiate your company by showcasing your unique services and expertise. Highlight specialized moving services, proprietary packing techniques, or innovative solutions to common moving challenges. This approach attracts customers looking for specific services and reinforces your authority in the industry.
3. Leverage customer experiences and testimonials throughout your content. Real-life stories and feedback add authenticity to your website and provide social proof of the quality of your services. Consider creating case studies of complex moves you've successfully handled.

By implementing these strategies, moving companies can create a robust online presence that drives traffic to your site and—more importantly—builds trust with your target audience. 

For more helpful resources, sign up for our newsletter, or learn about using new online reputation management features in SmartMoving to manage and boost your SEO.

About the author

Shannon Hayner, Head of SEO and Content at Mover Search Marketing, is a leading voice in SEO strategies for the moving industry. With a decade of SEO experience, Shannon brings invaluable insights to help moving companies achieve digital domination. 

In her book Surviving Creative Evolution, she tackles automation anxiety, championing human gifts like creativity and critical thinking. Her expertise in adapting to AI advancements and evolving search algorithms has made her a sought-after consultant in the field.