Like a volleyball player on the beaches of Southern California, Google is calling “Side Out”!  In addition to the new “recency” algorithm changes that are impacting SEO results, Google announced a phased rollout of a new paid search format that changes where paid search listings appear on desktop and mobile search results pages.  The rollout is slow—searchers may or may not see the changes during their casual perusal of their favorite phrases.  But it is coming, or at least, being tested.  The new format will impact CTRs, pricing, and effectiveness of paid search programs. The point of this POV is to describe our views on what the importance of this change is.

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