Good morning Refactual, what does your organic traffic trend look like?
Yesterday, we discussed ways in which Google has been tweaking its results pages to keep users on the site by giving them direct answers and enabling engagements on the search engine. According to a new report, nearly 50% of all Google searches are zero-click, meaning they don’t result in a click-through to a website. Further, 12% of the searches that did result in a click went to a Google-owned site, Rand Fishkin, founder of SparkToro, found in his analysis of Google search click data provided by Jumpshot. Mobile organic traffic is seeing the brunt of these changes — including ads taking up most of the real estate above the fold on many results pages.
Is there a silver lining? “In sectors they [Google] don’t directly compete in, there may be fewer total clicks available, but probably more searches total,” Fishkin told Search Engine Land, adding that practices such as optimizing for featured snippets and adding schema markup can be an effective solution for influencing discovery and searcher behavior.
Turns out Google’s search diversity update, which rolled out earlier this month, was indeed a relatively minor one. Moz looked at the impact of the algorithm update that was aimed at limiting multiple organic occurrences of the same domain on a search results page. Based on an analysis of 10,000 keywords, Moz found a marginal 2.1% improvement across results that had had two or more listings from the same domain prior to the update. On those results, 86.68% of sites had a diversity of 80% or better. Did you see any impact in your sector?
We’ll close out with some good news for SEMs, you can now manage your price extensions for Microsoft Advertising campaigns in the Editor, meaning you can create, edit and associate price extensions in bulk. If you haven’t been using them, or just added a few here and there in the UI, now’s a good time to get started.
Thanks to everyone who attended our webinar on the 2019 SEO Periodic Table of Success Factors (watch on demand here). We had a lot of great questions that we weren’t able to get to. Keep an eye out in the days ahead as we’ll be answering them in this newsletter.
Read on for a Pro Tip on success factors and more.