Over half of Google searches now no longer result in a click to any website!
👉Why?
As the AI summary meets the needs of the person searching there is invariably no need to search further and find an individual website. Impressions for the top organic results may still look good as those results show on the right-hand side of the search results page, but the click throughs are down as the needs of the searcher are already met from the detailed AI summaries.
👉Can you combat this fall in clickthrough to your website?
Yes, you just need to understand where Google now delivers you the best results and this is no longer information searches based on questions such as:
💠How can I change a tap washer?
💠What are the best ways to insulate old properties?
💠Do I need a solicitor to manage my conveyancing?
Resulting pages will have few, if any organic listings.
These searches will largely be met with an AI response and paid ads
– over 50% result in no clicks.
Transactional searches however are where your bounty can be found; searches based on a service and a location will yield good, targeted results in Google Maps, especially on mobile results.
Examples of Transactional searches:
💠Italian restaurants new me
💠Windscreen repair in “town name”
💠NHS Dentist with parking near me
These are specific searches and will be met with a Google Map and then a listing of suitable LOCAL and RELEVANT providers.
Key to being favoured in these results is ensuring that your Business Profile Listings are complete and verified. The bare minimum information should include company name, contact information, your Google Review Rating, directions to find you and a link to your website. There is so much to cover on actively managing your business profile for this post, however this is where you can lift your profile in the search results over others by maintaining it well and regularly.
All this assumes your website is technically healthy, which is another discussion altogether.
Have you shifted your search mindset to this new reality?
#search #seo #serps #answerengine #google #toucanweb