Current State of Online Search in 2019
There are almost endless things we could say about online search, so in this short blog I’m going to cover a few items that have come to the forefront in 2019 and really matter to small business owners.
When we talk about
Several recent search behavior studies have shown that almost 50 percent of searches result in what is called “zero-click searches”. Zero-click searches are when the search engine results pages (SERP) provide an answer to the user’s query within the search results, negating the need for a user to click through to the actual website. This is important for many reasons, but two of the biggest are that it changes how a website needs to be structured and increases the importance of utilizing Google My Business (GMB), especially for businesses serving a local market.
“We [Google] are moving from being a company that helps you find answers, to a company that helps you get things done….” — Sundar Pichai, Google CEO, 2019
Utilizing tools like specific blog formatting and tags to structured content and schema markup on your website make it possible for your website to show up in the organic results as the answer to a specific query.
The growth of voice search is one of
For example, if you ask Google to define a word or ask how far away the sun is from the earth,
Although not exactly new, another important thing to know about how Google and current online search works
This is a very important element to understand, because it is this customization of search that has drastically changed the results search engines show you. RankBrain takes into account your search history and local data when interpreting what you are looking for and what best to return in search results. It understands full sentences, so you can ask a question, and based on that and your search data it will help interpret what is the best answer for you.
Up to 80 percent of SERPs can be customized by location and personal search history. This means every time someone searches, the set of results returned could be entirely different than the next person who searches the same thing. This is why correctly formatted
Because of Google keeping users in its platform longer, and the proliferation of zero-click searches, it is more important than ever to maintain and update your GMB listing on a regular basis. You should start to think of your GMB listing as the front page of your website. Because Google is now in the business of providing answers and information, the more you build out your GMB listing the better. Google wants to be able to provide all the information a user needs within its own environment, which means you now have the option of adding photos, posts, specials, products and more directly in your GMB listing.
Click here for more information on building out your GMB listing along with the dos and don’ts of GMB.
Online search has a lot of moving parts, which can seem overwhelming and complicated. We hope we have slightly demystified it for you. They key takeaways are this:
- Google has won.
- Zero-click searches are impacting click rates and what users are doing.
- Voice Search is here to stay.
- Quality searchable content is as important as ever.
- You need to work to maintain your GMB listing on a regular basis.