Google’s “Recent Posts” Carousel: A New Era for SERPs?

There have been some interesting test features showing up on Google search engine results pages (SERPs) recently. One of these tests has been a “recent posts” carousel showcasing fresh, user-generated content (UGC) at the top of SERPs. 

The carousel features a dynamic mix of recent videos from platforms like YouTube and TikTok, forum discussions from popular online communities like Reddit and Quora, and other “hidden gems” directly related to the search query.

Imagine searching for the latest video game or fashion item and seeing a carousel of influencer videos or forum discussions about it right at the top of the page.

Why the Fuss About SERP Tests?

Google’s constant tinkering with SERP layouts might seem like a minor tweak, but these tests offer valuable insights into the search giant’s future direction. By analysing these experiments, we can anticipate upcoming algorithm updates and adapt our marketing strategies accordingly.

Connecting the Dots: Recent Updates and the “Recent Posts” Carousel

Looking back at the latest Google updates, a clear pattern emerges. Google has been laser-focused on three key areas:

Freshness and Accuracy

Outdated content simply won’t cut it anymore. Google wants to deliver the most current and reliable information to its users. This is because users increasingly rely on search engines to find up-to-date information on a wide range of topics, from news and current events to product reviews and local businesses. 

By prioritising fresh content, Google can ensure that users get the most relevant and timely information.

User-generated content (UGC)

Authentic voices and real-world experiences are gaining prominence. Google recognizes the value of user-generated content in providing diverse perspectives and up-to-the-minute insights. 

UGC often reflects real-world experiences and opinions, which can be more valuable than traditional marketing materials. UGC can also help to build trust and credibility with users, as it comes from real people rather than companies.

Experience (EEAT)

Expertise, experience, authoritativeness, and trustworthiness are now crucial ranking factors. Google wants to ensure that the content it provides comes from credible sources. 

This is because Google wants to provide users with high-quality, reliable information.

By prioritising content from experts and authoritative sources, Google can make sure users get the most accurate and trustworthy information.

When taking into account the last three core updates, the “recent posts” carousel seems to be the logical next step. By prioritising fresh UGC, Google aims to serve dynamic, real-time content that reflects the pulse of online conversations.

What Does This Mean for Marketers?

This shift towards freshness, UGC, and EEAT has significant implications for marketers.  Here’s how to adapt your marketing mix:

1. Prioritise Content Freshness: Regularly update your existing content and create new, timely content that addresses trending topics and current events.
2. Embrace UGC: Encourage user-generated content by running contests, hosting Q&A sessions, and actively engaging with your audience on social media and forums.
3. Showcase Expertise: Highlight the expertise and experience of your team through blog posts, articles, and other content formats. Include expert quotes, personal anecdotes, and real-world examples to add credibility and authenticity to your content.
4. Build Trust and Authority: Focus on building a strong online reputation through consistent high-quality content, positive customer reviews, and active participation in industry discussions.

The AI Revolution and the Future of SERPs

The rise of AI is revolutionising the search landscape, and Google’s “recent posts” carousel is just one example of this transformation. As AI continues to evolve, we can expect even more dramatic changes in how search results are presented and ranked. For example, AI-powered tools are already being used to generate summaries of long-form content, provide real-time translations, and answer complex questions directly in search results.