Ever get the sensation that your organic traffic is NOT moving?? Ever get the feeling that your high ranking content doesn’t get the love it merits?
You are not alone!
A document released this week by JumpShot & SparkToro showed that just over 50% of Google searches don’t get clicked.
What? More than half? That is a horrible statistic for any of us doing digital marketing.
First off, like anything regarding Google, the headline statistic tells only one part of the story. It is true that users are rapidly getting their answers without clicking through to an actual website. Also, it is true that clicks for desktop searches have remained basically consistent for the past few years, with updates like featured snippets playing a part in the small changes that have occurred.
We have seen click-through-rates for desktop searches fall from 68% in 2016 to sixty-six % in 2019.
But, we have seen larger movement in mobile search. Via evaluation, the equal metric in mobile has fallen from 44% to 36% over the equal span.
In addition, while the percentage of zero-click searches increased modestly on desktops, the same number in mobile searches increased by six percent during the past 4 years.
Lastly, whilst traffic to PPC ads has been fairly steady on desktop searches, it has risen for mobile customers, growing from 3.34% in 2016 to 11.38% today.
What can we do?
Well, first of all, you should be optimizing your page titles and meta descriptions so that they are valuable and clear to the user. Otherwise, with non-optimized titles and descriptions, you risk users not clicking because they doubt you can answer their question.
Take time to go through your top-ranking pages and look again at your web page titles and descriptions from the user’s point of view. If you were you put in a search query and see that content, ask yourself – would I click it? Does it tell you everything you need to know? Perhaps you have some tweaking to do.
Additionally, concentrate on attaining Position Zero for your top searches.
By ranking in the “Zero spot,” you will be the first thing someone will see in the results page, and with the good optimization, this can dramatically improve your click-throughs — and make you a trusted source of information, even if an actual click doesn’t happen.
Extra alarming, perhaps, than any of this statistics is another search algorithm tendency summarized in the report. Google Search regularly directs site visitors to content held by company subsidiaries. YouTube, Google pics & Google maps represent significant traffic pathways.
Recent congressional hearings have focused on this, specifically!
In different words, what is going to make Google pick out fairness over profitability? Are Google’s products certainly the best answers to users questions? What do you think?
For reference, here is a search engine market share for the second quarter of 2019:
Although it is shocking to look at graphs just like the one above, they represent shifts which have been occurring slowly for years.
This is a reminder that we need to create incredible content material to stand out in a crowded marketplace. Optimizing all elements of your content is essential. If a searcher is getting an answer from a featured snippet or a meta description, it has to support the significance of these aspects of your content material.
We should understand that Google is a private company looking for to maximise profit. As a result, we must stay abreast of its updates and adjustments, and hold in mind how we are able to use this tool to build our brand, attract our clients, and engage our prospects.