Goodbye Average Position Metric
Google announced that it is saying goodbye to average position in September 2019. Average position is one of the original Search metrics that Google uses. For example, when you compete in the Google Ads auction, you are being assigned a rank based upon your bid and your score. The ad rank determines where your ads land and then determines your ad’s average position. Ad position is not referring to the ordering of the paid search results, but the location of them.
Basically, the average position doesn’t tell you everything about where your search ads are landing. Of course, this does cause some confusion among business owners who use this tool.
So, why is average position going away?
To sum it up, Google doesn’t think that average position is that useful anymore. Last November, Google Ads introduced some new metrics for auction performance and SERP visibility. Users will begin using those new metrics for all their needs once average position is officially gone.
Although this change might seem drastic for some, it means that the online world is always rapidly evolving, and change is always present. You don’t need to worry about using Google or the quality of your ad results. Google knows what it is doing, and these other metrics will definitely get the job done.
This change will make it much easier to add in Google Tag Manager, Analytics, and Call Tracking to AMP pages. This change is definitely Jon approved!!!
New Google testing
Lastly, Google is currently testing a new feature. This feature will take the searcher directly from the search results to the exact quote they need on the site while highlighting that content. This is something that Google did years ago with mobile searches, and now they think it would be useful on desktops as well. If officially implemented, this new feature will make searches a lot faster and easier for users. People will be able to find the results they need in fewer clicks and less time.