If you’ve noticed that your traffic is taking a dip, then it’s a sign that you may need to reevaluate your SEO strategy.
It’s no secret that Google likes to experiment with their algorithm, and with the growing ability to get answers without as much as a click these days, it’s no wonder that our click-through rates are decreasing.
In fact, over half of the searches done via Google are no-click searches. And if you aren’t changing your SEO strategy now, you could soon be losing out on presence, leads, and most importantly, paying clients.
With Google’s changes that include featured snippets, paid ads, Google own Knowledge Graph Data, and the growing ability to do voice searches on the go, it’s no wonder that click-through rates are dropping.
If you’ve ever asked Siri, Alexa or Google Home for some help, you understand the power of voice searches.
But how are you supposed to measure your metrics, when everything is tied up in numbers, clicks, page views, and more?
It’s time to step back and look at the bigger picture and how the decline of the clicks is affecting your online presence.
How to Understand Optimization For On-SERP Conversions
Before we dig deep here, let’s look at how we define conversion. Before, we may have measured conversion by a page view or by a completed transaction. It really depends on the business in question or the client you’re working for.
If we define conversion by someone finding your business, then Google’s local search tools can benefit you. Local search has improved and now, users get information right on the SERPs.
Think about it – when you search for a specific business or place, you get everything you need, including a map, address, phone number, and even the website right on the SERP.
And with a single click, you can call the business in question to get all the information you need – without ever clicking onto the company’s website.
So, what does this mean?
Well, it means that the SERPs – whether you like it or not – has become your new homepage of sorts.
How should you deal with this to optimize conversions?
First of all, you should make sure that all the information for your business is correctly listed on Google. And if your business isn’t in Google for local search, it’s time to update it to ensure you show up on the SERPs.
Second, make sure you use Google’s own tools, such as Google Posts, which allows your posts to show up on the side panels in SERPs. Here, you can promote sales, products, special offers and more to searchers.
Plus, you can do Q&As in the Google My Business feature.
How to Rethink Your Approach To Content Marketing
If you are finding this to be too much work or wonder what the power of questions and answers may be for your ranking, then we invite you to revisit your last request from Siri, Alexa or Google Home.
You probably asked it a question or asked it to gather data for you, such as the current forecast, right?
By answering common questions about your industry, you could show up in SERPs and rank well, especially if these questions are often asked in search engines but not really answered well in the results Google offers you.
And this isn’t just for local search by the way. National and digital brands can play along too. For example, Google now allows you to book hotel stays and flights directly in SERPs.
You can also purchase products in the SERPs, as Google offers major chains or suppliers you can purchase from.
The low-click marketing approach is very different from the click-through one, so you really have to shift your mindset. Rather than targeting traffic and clicks through your campaigns, it’s now about brand awareness and content marketing.
And with effective branding and content, you start to influence your reputation in a positive way.
Now, the effective way to measure success isn’t necessarily linked to just traffic. It’s about being recognized and standing out in a busy landscape.
This is where the power of voice comes in. Give searchers a voice they can’t ignore. Give them the content they are looking for in such a way they can’t help but remember you.
How to Get Strategic With Snippets
So, how can you get started? Let’s circle back to those snippets.
In addition to those snippets, Google offers a “People Also Ask” section in SERPs. These questions and answers are a compilation of answers presented in the snippet format. That’s content marketing in its most effective form.
Remember, content marketing is a powerful SEO tool and it continues to shift from blog posts to social media campaigns and now, being educational in answering commonly asked questions in SERPs. And content marketing is about being informative, educational, and entertaining – all at once.
Low-click marketing is about converting with content and reputation, not an approach that targets people for the sake of click-through traffic alone.
For starters, you can revisit your existing content. Use keywords that trigger snippets to form in SERPs by playing to the searcher’s intent. Provide succinct answers that get straight to the point. Go back to and see how the snippets are formed and use them to guide you.
You can also add a summary to your existing content using keywords to grab Google’s attention. And if you think that answering common questions is an overused approach to SEO, then think again. This is what Google is currently highlighting with snippets.
Plus, not every question on Google is answered and presented in the snippet format, allowing you to take full advantage of this approach.
Now, it’s time to ask yourself – what can you give to your target audience to start taking advantage of the SERPs low-click conversions? Please contact us for more information on how we can help you today.
