If we want to understand the question: how does Google Search work in 2025, then we need to remember the history of its creation, as well as changes in Google’s main algorithms. We’ve been following this trend since 2014 and know that by 2012 it was confirmed that Google’s infrastructure was serving around 3 billion searches per day. Of course, this figure has grown significantly today.
We definitely believe that Google is a monopoly in the search industry. Significant changes occurred in 2017, when content began to play an even more important role in search. In general, our company works with Maps, and we well remember how powerful the 360-degree panoramic images were on the search in the local edition, which is no longer available today.
In 2022, the company chose a course for the development of artificial intelligence. Today, artificial intelligence has a significant impact on search results: it evaluates images and texts created by humans in a different way than before. It’s less about keywords and more about content.
Now what is more important is not exactly what a person said or what words he used to express an opinion, but what he meant. The output that we see when we enter a search query has also changed.
However, the basic processes remain unchanged:
- Scanning — the algorithm sends robots (bots) to the site, where they scan the content, number and quality of pages. It is important to pay attention not only to the quantity, but also to the quality, which is evaluated, for example, by the speed of loading pages, the work of all links, and the site’s compliance with the indicators of a quality data source.
- Indexing — storage of received information and its analysis. This process is combined with processing, for which about 1 million servers of the company work.
What are we seeing in search results today? The algorithm divides it into local, trading and informative.
- Informational search are books, information sites such as Wikipedia, etc.
- Trade search — instantly provides access to goods. It’s ad-dominated, and results often include products uploaded through Merchant Center.
- Local search is information about objects nearby or in the specified city.
La nostra società di promozione locale studia costantemente algoritmi di ricerca per miglioOur local promotion company is constantly studying search algorithms to improve local search results for our clients. The basis of this is working with the company profile in Google. Recently, the company’s website began to play an important role. If earlier work with profiles gave a good result, then from the middle of 2024 it was no longer enough. We have started to optimize our processes, offering clients additional services and analyzes to improve their sites, which has a positive impact on local delivery, in particular on Google Maps.
Google Maps (here we are talking about those people who search in the Maps application and directly on the service) has its own algorithm, which depends on the location of the user, the quality of the profile, its content and business activity.
Among the trends in local SEO today, we can highlight the creation of sites:
- Service Pages — pages about a specific service in a specific city.
- Local Pages — pages about a specific location.
An example is the Rozetka platform, which created pages for every store in Ukraine probably in 2020, using Schema.org micro-markup. However, it is important to monitor the updating of the structure of these pages, since outdated data reduces their effectiveness, even in the same Outlet, the pages are not the first freshness.
Also, local stores can use the new features of Merchant Center Next to promote products that are available in physical stores for free if the business sells products online and offline.
We hope this material was useful to you. If so, contact us! We are always on trend and will help your business develop.
