Este artículo tiene:
Google has revealed that Emojis will reappear in search results, reversing a 2015 decision to remove the characters from its serps results.
The emoji will appear “when relevant, useful and fun,” and we want and expect to see more of them in the future. In addition, Google’s decision will take effect to both desktop and mobile results.
Why has Google made this decision now? Surely the success of these icons in social networks and instant messaging has had something to do with it, don’t you think?
A brief history of Google and emoji
Emojis are almost everywhere nowadays, and their assimilation as a form of communication surprises no one. Our brains process visual information 60,000 times faster than text, and they bypass language barriers. Plus, they’re a lot of fun, why not say it.
Advertisers, of course, have seen an opportunity to connect with a younger audience “in their own language,” with some mixed results along the way.
This type of communication is ubiquitous in online (particularly mobile) communication, with brands and celebrities routinely creating their message in a couple of pretty pictures on Instagram, Twitter and Facebook.
However, Google had taken a different stance. After seeing that some brands were overly pandering to the emoji trend in an attempt to attract more clicks, Google removed the characters from its results in 2015.
Websites that were abusing them were placing the characters throughout their title tags and meta descriptions, anticipating that this would detain more attention than a text-only result.
This reality still holds true today; in fact, a recent study showed that the use of emoji in app store descriptions can dramatically increase download rates. As such, the lure for marketers is still as tempting as it was two years ago (perhaps even more so).
If anything, search results can become more fragmented than ever, and capturing consumer attention has become increasingly difficult.
So why the change in Google’s stance now
Firstly, it’s worth noting that Google clearly wants to ring-fence this ability to select results it deems relevant, not everyone, so abusing them may be a bad option if you’re one of those who think it can do so.
Also, if websites abuse Emoji characters in awkward, mega-optimized contexts, Google may choose to send them to the underworld with no problem. In the meantime, this trend has become too significant in most people’s common lives to be ignored.
As Jmpacheco says, a whole world of new possibilities is now open and if users start searching using emoji, search results that exactly match the query will presumably rank higher.
There are plenty of emoji-based domains out there already, so their inclusion in search queries would logically start to follow suit, as Google always does. This certainly opens up a new era in SEO and hiring a Google SEO positioning strategy takes on more momentum than ever.
SEO does not stop and is in continuous evolution at the demand of users, who are the ones who consume Google’s products. New times are opening up and only the users will have the power in their hands to decide Google’s actions in the future.
What do you think?