Google's Wonder Wheel. Why SEO is Changing & Becoming Less Relevant

Maybe you've noticed a very recent change when you do a search on Google? If so you'll know what the Wonder Wheel is.

Try Out the Wonder Wheel from Google

Go ahead search for Kruger National Park then look top left and you will see a link which says "show options".

A window will open left of the search results and there will be a number of options available. One of these options is The Wonder Wheel

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One option is called The Wonder Wheel and the example I saw when I typed Kruger National Park  is shown below. Note that the searcher is now able to see in one place important related search queries many of which may be more relevant to what the searcher is looking for and gives the searcher quick access to answers.

If you now click one of the branches eg "map of kruger national park" the wonder wheel shown lower down on the page below will open up.

Notice also that to the right of The Wonder Wheel search results relevant tot he specific wheel are shown.

Right now I guess many people will not even see the "more options" link let alone use it... but the writing is on the wall.

The advantage of being on the front page results for the term "kruger national park" will become diluted because people will use a broad search to just get to the Wonder Wheel and start exploring from there.

Notice that the Adwords sponsored links now appear at the top of the free results shown alongside the Wonder Wheel rather than at the side... this means even if you're number 1 in the free results

Here's another reason why commercial organisation have to embrace Pay per Click models.

Using the Wonder Wheel also tells you what Google thinks are related searches to the query entered. This is important information for both PPC and SEO purposes.