The most recent study from Jumpshot’s data and Sparktoro’s blog have claimed that 48.96% of searches on Google are resulting in zero-clicks to non-Google websites.
Let’s analyze this stat for a moment.
This is not “new” news considering the trend that has been steadily growing up since 2016. As Organic clicks decrease, zero-click rates and paid Click-through-rates are rising. Google is showing its true colors as “pay to play” becomes more of a reality than ever! For those who may not know, “pay to play” is what we use to describe having to pay for ads in order to be somewhat competitive on Google anymore.
If you haven’t noticed, recently, Google’s directories are growing in real estate. Take for instance the keyword “Beach Weddings”
The first items to pop up in our search were the paid advertisements.
Next, is the Google Maps section
Then, we have Google’s Q&A panel & Google Images
Geez, exhausted? Well, don’t stop scrolling yet. We have just arrived at the organic search results!
So, it appears that if companies are not paying for ads, or diversifying where they are posting content, their search results can get lost amongst Google’s dominating options. According to Sparktoro’s Blog, it is safe to call Google a “clear Monopoly in search.”
What is the difference between Desktop and Mobile? Well, according to Sparktoro’s Blog and the data they received from Jumpshot, “in January 2016, more than half of mobile searches ended without a click. Today, it’s almost 2/3rds. As far as desktop goes, things haven’t changed much in the past 3 years.” However, we are most concerned with mobile as users are forecasted to grow to a whopping 7.26 billion in the year 2020.
What should the plan of action be to combat zero-clicks?
- For anyone doubting SEO, we are still confident in it, and here is why! We understand that zero-clicks are harder to track for conversions, but, we still have the ability to influence clicks through SERP (pages displayed by search engines in response to a query by a searcher.)
- Make sure citations are being managed properly, and that NAP (Name, Address, Phone Number) is consistent. Being easily accessible on Google My Business, Facebook, Yelp and others is crucial from now on. Klemtek Media can help you put together a strategy to help optimize directories. We have helped several clients rank in the “snack pack” in particular, on Google My Business which is the sweet spot amongst listings.
- Optimize the content on several Google platforms. According to Sparktoro’s Blog, these platforms include YouTube, Google Maps, AMP, Knowledge Panels and more.
- Diversify the content type so that you saturate all outlets with your companies information is also an important tip. Think outside the box such as videos, blog posts, webinars, podcasts, etc. We recommend as a next step, to then recycle the content from posts on one platform to others so it is a consistent cycle.
- We also suggest a strong keyword strategy, which Klemtek Media can help you develop. First make sure you are tracking your progress with the proper software and then implement your SEO strategy, you might want to target keywords with higher click-through-rates.
As Google continues to make more changes than ever in 2019, we recommend reaching out to us at Klemtek Media. We can work on growing your online presence, and even when Google throws a wrench into the plan, we can help you quickly get back on track. Start a conversation with us today!