Have you been paying attention to the SERP’s lately? What is a SERP? SERP stands for “Search Engine Results Page”. This is the page displayed by a search engine in response to a query. Try typing the question into Google. This is what you will see…
Where are the website listings? Interesting right. There is no need to click through to Wikipedia if you are looking for a definition of SERP. And if you are looking for a retirement plan, you only have to open up the “People who ask” dropdown to learn more. No need to click here either. Imagine what happens when you are looking for a product and advertisers jump into the mix.
There are no organic listings in sight. You will have to scroll down a bit to find them. Do your potential customers do that? Or will they click on a shopping ad or one of the Google featured snippets like the featured snippet shown here? You also have to contend with video panels, images, Tweets, top stories, map packs, knowledge graphs, and many more. SERP snippets occupy more space than ever. Content is what drives snippets. Automated systems determine where the best answer to a question can be found and deliver those answers right in the listing. As Google continues to change its SERP, it has become about earning snippet positions, also called position zero. With search intent being interpreted via AI, and snippets responding to searches, you can expect traffic from organic search to decline over time. A recent Jumpstart study shows that there has been a “significant rise in no-click and paid traffic searches. Google is indeed “siphoning” a large proportion of search traffic away from websites in favor of serving information or answers within its own properties. This is especially the case for mobile search, which shows a much lower percentage of click-throughs compared to desktop.
If most of your traffic is coming from organic search, it is time to start thinking about Search Engine Marketing (SEM) also called pay per click (PPC). Ads will continue to show above the fold as organic listings move further down the page and as you can see, users are clicking more and more on paid search ads even as organic clicks fall.
What do you do >> Develop a search strategy
The best approach is no longer who does the best SEO. With the proliferation of voice search, there will probably be more rich snippets to come. People want answers to problems quickly. If you are seeing your organic search traffic fall, you have to diversify you traffic sources. Don’t rely on SEO alone. The most effective search marketing strategies include SEO, SEM, and social media. Yes, social media can impact your search listings. For more information on effective search marketing strategies, give us a call.