If you’re like most businesses, you rely on digital marketing efforts to help grow your business. Whether this entails paid online ads, social media marketing, or creating content for SEO, you know that digital marketing is a lot of work, especially when you’re trying to set yourself apart amidst competitors. Businesses have been using keyword strategies for SEO for years now, but a recent rise in no-click Google searches poses a potential threat to the digital marketing efforts of many businesses. How do no-click searches work and what do they mean for your business? Responsival - the experts of social media marketing Pittsburgh - is here to break it down for you.
No-click Google searches are exactly what they sound like; When someone types a search term into the search box on Google, they find the information needed without ever having to click on a link or search result. No click searches no account for nearly half of the Google searches, with a higher share of no-click searches being done on mobile than desktop searches. While this is a rather simple answer, it seems illogical that a search engine is yielding low levels of clicks from their users. So what gives?
The rise in no-click searches stems from two primary sources:
We’ve all seen this at work. We’ve googled simple questions like “what time does McDonald's stop serving breakfast?” or “how tall is Snooki?” and received our answer in a flash through a featured snippet. Featured snippets are boxed-off answers to your most common Google searches typically formatted as text, charts, videos, or lists. These snippets come as a result of Google trying to make its platform more user-friendly than ever before. Google isn’t alone in these efforts; Facebook and other social media sites have taken steps to provide a more valuable user experience across the board at the expense of businesses and marketers.
These featured snippets on SERPs exist as a response to heightened mobile searches too. As we evolve into an increasingly info-on-demand type of society, Google has to keep up with what makes mobile users happy: quick answers, large text, and fast load times. We can see by the frequency of desktop versus mobile no-click searches - 34.4 percent and 62.5 percent, respectively - that mobile searches are the driving force for improved SERPs, to which Google is doing everything in its power to improve for its users.
While the introduction of featured snippets is good for Google and great for its users, it’s less than beneficial for companies who rely on those missing clicks to attract new customers. Before people using content in their SEO jump ship altogether, rest assured that there are plenty of ways to play Google’s game rather than start at square one.
Much like before, ranking in the top 10 on Google is the key to increasing clicks and making your way onto the featured snippet. But writing your content toward these high-volume searches involves a lot of keyword research and understanding of your audience and SEO in general. This can be a lot for a business owner to sort through, which is why Responsival - the leaders in social media marketing Pittsburgh - specializes in content creation and SEO. We keep up with the biggest trends in content creation and evolving news (like the no-click epidemic) so your business can continue to grow.
One of the main ways to make your way onto a new and improved SERP is to understand the search terms that your audience is looking for. Ahrefs recently released frequently used words (shown above) in featured snippets. Using information like this, content marketers tailor content and keyword in their industry to appeal to the featured snippets.
Another way to accommodate to mobile-friendly SERPs is to start treating your Google Business Listing (GBL) like an extension of your social media. On your GBL, people can see your contact information, hours, booking information, photos, and more. GBL click-through rates average around 5%, but oftentimes people look at your GBL just to see if your business is open, has social media, or is simply a real business. In other words, a GBL plays the game of the no-click epidemic.
It’s important to keep your GBL updated for this reason. But is there more you can do to make people take valuable actions on your GBL? As a result of the no-click trend, many businesses have started adding posts to their GBL on a regular basis. This way you can rope users in with valuable content while they gather their necessary information, hacking the system set up by Google as a whole.
The no-click epidemic certainly will continue to lead to changes in the way we use Google and the way Google caters to marketers and businesses. For help setting up your GBL or creating content that gets you closer to a featured snippet, get in touch with the leaders of social media marketing Pittsburgh at Responsival.
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