1 But what are “No-Click searches”?
2 Modifications in the SERP
Last Updated January 12th, 2021 at 01:09 pm
On October 30, 2018, Rand Fishkin posted on his blog an interesting analysis of how the increase in “No-Click searches” impacted on CTR (a ratio that shows how often people who see your ad or website clicked on it) from organic searches and paid ads.
But what are “No-Click searches”?
A No-Click search is considered when the first result shown by Google satisfies the user’s question and prevents them from clicking on other results.
During 2018 we were able to observe an increase in the percentage of searches – No Click (also called zero-click ), growth that at first seems to favor users because it would mean that it is easier for them to find the answer they are looking for without having to lose time scrolling down to find it; but this is not so favorable for websites that have their content below this first result, which can be, for example, a featured snippet (a summary that Google makes with content extracted from a website and that is shown first in the SERPs ): users do not reach the links on your pages, producing a decrease in clicks even with a good number of impressions.
This growth trend of No-Click searches is much more visible in searches on French Business Phone List devices than on desktop. The following graphs contemplate the monthly average of zero-click searches for both desktop and mobile devices in recent years:
Modifications in the SERP
Google has made certain modifications to its SERPs (Search Results Page) to make its paid ads more effective when it comes to earning clicks. For example, the change in the visibility of ads: they became more subtle and barely distinguishable from organic results with just a short little sign that says “Ad” that doesn’t stand out too much from the ad URL. The intention is to mask the advertising so that it is confused with the organic results that are proven to have better CTR:
This emphasis placed on featured snippets and on the growth of the CTR of paid ads has two specific objectives: the first, that the business of paid ads managed by Google grow; the second, that the user does not have to leave the Google search engine, providing short and quick answers with featured snippets, maps and Google My Business files. In the previous graphs we can see how the CTR of organic traffic has been falling gradually in recent years, more notably on mobile devices than on desktop because it is easier to cover the organic results that are below the paid results with all the elements that we mentioned previously (featured snippet, maps, etc) on the smallest screen of cell phones or tablets.
On the other hand, in the following graph we have the CTR of paid traffic from Google Ads ads which, unlike the organic CTR graph, presents a large upward curve that accelerates its growth, especially as of May 2017. This The chart clearly supports Google’s intention to grow the paid ads business over organic search:
The conclusions drawn by Rand Fishkin in his article, which can be deduced directly from the analysis of the graphs, are the following:
No-Click searches are constantly growing.
Google continues to need to innovate and change the way ads are displayed to grow and maintain paid traffic CTR.
Organic CTR, although still much larger than payment on mobile devices and much higher still on desktop, has an inexorable downward trend.
Seeing the negative impact that this growth of No-Click searches has for websites that generate their own content, from an analytical SEO point of view, everything becomes more difficult when optimizing a web page to achieve that it positions the most ” in view of the user ”possible, since not only do you have to overcome other competitors, but you also have to compete against these summarized answers that Google provides to the user. Rand Fishkin proposes in his article 5 tips so that this impact is not so strong:
Invest in On-SERP SEO : focus on your brand name appearing in Google results.
When choosing the keywords to optimize, you have to pay a lot of attention to the CTR and not only to the number of searches and sessions per month for the keywords. This info can be found in the Google Ads keyword planner. Here is the link.
When Google tries to respond to the queries in the SERPs with highlighted fragments or summarized answers, optimize to win those positions and do not put all the information in the featured snippet because otherwise the user will not follow the search to your page. You have to put a brief description and that’s it; that the user is left with the doubt and needs to enter your page to satisfy it definitively.
It is necessary to use other means such as social networks or link building to attract traffic to your page from other sides, such as posts on networks or on blogs, etc.
It is very important to have quality content on your website so that the user finds something really interesting once they enter your website. So you can get a longer navigation on your page that can end up on other pages on your site as well.
It seems to me u getting clicks gets harder and harder 😉.
Source: Article by Rand Fishkin
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About Last entries
Marina Do Pico
Marina Do Pico
Community Manager at MD Betting Email List Digital
Hello! I’m Marina, I study Writing Arts at the National University of the Arts. I like to write, read and make music. I have been in digital marketing for a while, writing content for SEO, managing social media and PPC accounts. I hope my articles help you to know more about digital marketing.
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