More than half of searches are no longer clicked, a phenomenon that is amplified when we only look at mobile devices. Has the SEO World Become a Clickless World?
While SEO has always been at the heart of many brands’ acquisition strategy, this lever has evolved significantly in recent years, making analysis more complex for marketing departments. Has the SEO World Become a Clickless World?
It is clear that more than half of the requests are no longer clicked, a phenomenon that is amplified if we only look at mobile.
SEO is dead, long live SEO!
Does it lead to the end of SEO traffic? The answer is obviously no, but this lever has only adapted to the evolution of Internet users’ research. However, he no longer wants to click and wants a clear and quick answer. Has the Internet user become lazy? Yes, and it’s a branding question to answer. Faced with this evolution, the engines have multiplied their proposed responses: multiplying the formats, some are clicked, some are not, and this represents an opportunity if we know how to adapt to it.
Darwinism in SEO?
With this evolution, SEO is no longer limited to its original “traffic at any cost” goals. SEO has matured and its formula for success has now changed. To respond to this, brands have two main strategies at their disposal. From a pure traffic strategy, it is now necessary to develop a presence strategy. What is the big difference between these two strategies?
One will put you on a “traffic at any cost” strategy by just focusing on traffic words. You will therefore dangerously miss many expectations of your potential customers. Historical, comfortable, even comforting, but above all dangerous. By stopping talking to your prospects, you end up losing them.
The second strategy is finer and more complete: define all the answers your prospects are looking for, some will click and some won’t. This is the new deal and instead of rejecting it, it can turn into a real strategic opportunity. This is called presence strategy, and their challenge goes beyond the click: it includes traffic, of course, but also awareness and brand endorsement.
In contrast to the first strategy, this one has a much better future, so does your brand.
It’s up to you: make Google your best friend or your worst enemy
It’s an appealing decision worth considering because it ultimately boils down to answering the following question: Can I afford not to be present with 80% of my prospects…because 80% of searches start with search engines . A negative answer means making Google your ally. His goal remains the same as yours: to satisfy the Internet user. And he, on this lever, he knows how to do it.
Without words, we must act (quickly) and implement this strategy of presence. But act quickly and what for?
Do you have position 0 (the holy grail), this format that embeds the answer in the result? If so, congratulations, you’re taking up the space and working on your authority and notoriety. If not.. Goodbye voice search and the world of tomorrow.
And the “People Also Ask” (we’ll call it the second digit of position 0 for simplicity). No longer ? You may rightly bet everything on the SEO-SEA synergy; It is a very good choice to capture awareness and traffic. But that will not be enough to answer everyone. You also need those famous and indispensable “rich snippets” that allow, among other things, to act on local searches (more than 50% of searches, that’s not negligible!).
And then there are all these emerging formats, full of future, very trendy and with which you can “rank faster”: videos, podcasts,… but you don’t have to show up fast either.
In summary, SEO continues to properly manage its original role of generating traffic to your website. But now he is given additional goals that have become important, actively participating in brand awareness and affirmation.
Google therefore offers you the opportunity to develop solutions that are ultimately intended for your mutual customers. They remain Google’s, it’s up to you to decide whether they remain yours.