Why: They want to embrace business owners and marketers more than just webmasters.

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Still shows on partner sites such as Amazon and in PPC.

Why: likely to increase CTR for Paid Advertisers and Partners.

Google favors mobile friendly sites

Why: Google wants to force the hand of site owners to adopt mobile friendly sites… and drive mobile ad revenue.
How to respond: Convert to a responsive theme or build out a standalone mobile friendly version of your site.

Google favors manufacturer listings over eCommerce sites for branded product terms.

Why: Google wants to connect buyers directly with sellers and cut out middlemen.