Google, the premier search engine continues to be the dominant force for consumers and advertisers. Google’s holds about 90% of market share across web, mobile, and in-app searches. Google does an unbelievable processing of 3.5 billion searches per day. Then how do consumers and brands interact with the results of Google? What marketers can conclude from this?
Rise in Paid and Organic Search
There are many important updates related to voice search, local listings and mobile indexing in 2018. Algorithmic changes to Google, increase in paid listings and growing focus of the brands on search engine marketing, there’s incredible growth of companies who have appeared in paid and organic listings. Retail sector is said to have been losing its base last few years, because of factors such as Google shopping results, , ROI challenges, retailers’ experiences, non-branded paid search and the growth of Amazon.
Simultaneously, travel has increased consistently during this period on account of increase in direct booking to sites, having price guarantees. The tech industry has got a big boost due to the branding; credit should be gone to the searching of smart speakers, particularly Alexa and Google Home. Cleverly they’re successful in avoiding shopping at category level and moved over to branded terms, resulting 50% increase to paid and organic listings, in a way contributing 68% growth to the tech sector.
Occurrence in Search Results
As the brands are busy in balancing between paid and organic search results, need to find out how many times the four paid search ads, shopping listings and local listings appear in search results. These have been offered by Google SERPs because of answering customer’s queries. Two major takeaways could be:
- The decrease of listings with four paid search ads and shopping ads are found to be flat across all categories.
- Local listings are catching up due to the popularity of mobiles and being shown across all verticals.
The attention should be paid to following two reasons:
- As more and more consumers are shifting to mobiles, they are more eager to know where they are and show relevant local listings.
- Listings are offering the option to brands to see free traffic.
What brands can learn from this?
Local listings are increasing and trying for attention. Try to search for your category terms and find whether your local listings are being shown. Are you in those local listings?
They are ranked in two ways:
- What’s the distance between the location and searcher?
- The validity of data across platforms
Check whether your business Name, Address and phone number (NAP) along with other details are correct across directories and websites like Yelp, Foursquare and Yellow Pages. Many times they are found to be incorrect, get it correct now and monitor your results.
Has to develop an integrated strategy for both paid and organic search and try not to give out ground to these brands and give stress on your core strengths and differentiators. Keep tab on changes to the Google as Google is very capable of staying ahead of consumer expectations and technology such as mobile indexing and launching new tools for Google My Business.