Search results will include more direct information. Early in 2012, Google will expand how it incorporates data into its search results. For search queries that are direct questions, it will no longer be necessary to click through to a website. In Google’s parlance, it’s like getting both the search results and the immediate result of the “I’m Feeling Lucky” button at once. It’s not hard to see how this is better for the average Google user. Questions will be answered faster and more simply. No parsing of information will be required. This change, however, will take value away from marketers who rely on visitors clicking through to deeper pages.
Google is looking to collect more data by providing ways for website owners to structure their information so that it can be easily read by a computer. Google’s plans revolve around metadata (literally, special data encoded in the page) that will allow it to access more rich data about a topic, including hours of business, names of products, and virtually anything else that you can think of. Marketers will see better search rankings if they document information using this new format.