Over 5 billion Google searches per day – and half of them without a click
5 SECOND SUMMARY
- Google officially states that (good) content is one of the most important ranking factors for your business.
- However, 50% of Google searches end without a click through to your website.
- These searches aren’t a lost opportunity thanks to knowledge cards, local packs, map listings and other features.
- Google will serve the most helpful and relevant information to its users, so focusing on creating expert, authoritative content will get your brand seen, even if your customer never actually lands on your website.
How content can get you seen, even without a click through to your site
It’s estimated that Google processes about 5.6 billion searches per day. And, the average person searches around 3 times per day. And yet – more than 50% of Google searches end without a click.
So how do you get your business noticed?
Although your entire content strategy shouldn’t be focused on Google alone, it’s a major part of the content marketing strategy of many businesses. So, understanding how your content interfaces with Google is an important part of the process.
In fact, Google officially states that (good!) content is one of the most important ranking factors for your business.
Content marketing: Google says it works!
Google’s Search Engine Optimization (SEO) Starter Guide states that ‘creating compelling and useful content will likely influence your website more than any of the other factors.’
Their SEO beginners guide notes that content like ‘blog posts, social media services, email forums” as examples of the type of content you need to rank highest in search results.
With 6 times the conversion rate of companies that don’t use it and substantially lower cost than paid advertising channels, content marketing is a cheap and accessible way to push your site to a higher spot on search engine results pages (SERPs).
However, Search Engine Land offers a surprising statistic: 50% of Google searches end without a click!
So how do you get your content seen if people aren’t clicking through to your site?
Searches that don’t end in a click don’t necessarily mean a lost opportunity.
The main goal of your marketing is likely to be something along the lines of creating awareness, increasing exposure, and sharing information – all of which can still be achieved without an actual click to your site.
With more and more information appearing in Google search results thanks to the introduction of knowledge cards, local packs and other features. Using quality content, you can still expose your brand to your audience, although quantitative data on this is hard to track.
Focus on quality not numbers
Without a click to your website, you don’t have the luxury of user data – but if your goals are…
- to provide your customers with helpful and interesting information
- increase brand awareness, and
- promote your business as an authority on your chosen topic
…you can definitely achieve this using good quality content.
Content marketing helps you create awareness and projects your products, expertise and helpful approach to potential customers.
Google will serve the most helpful and relevant information to its users, so focusing on creating expert, authoritative content will stand you in good stead, even if your customer never lands on your website.
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