The majority of traffic from rich results SERPs still goes to organic for free.
Following SparkToro’s CEO and Cofounder, Rand Fishkin’s survey in which he claimed that a significant percentage of searches carried out does not result in clicking on a web property, Milestone decided to carry out its very own research to come to a conclusion on this topic. We surveyed search queries ranking between 1-30 on search across multiple verticals which included impressions over hundreds of millions, 800 thousand plus clicks, and here’s what we found. The average CTR across rich SERP types resulted in a phenomenal click-through rate (CTR) of 61 per 100 queries – basically 61%. In addition, the click-through rate of paid ads is between 2-10%.
Our data suggests or rather points positively to SEO, which businesses across the globe use as a channel to build visibility and conversions online. In short, SEO is the largest channel for brands across the globe to succeed. What we also learned is that Google distributes the majority of its clicks for free, and the majority of queries carried out online result in clicks or calls to brands which conclude that impressions on mobile devices (where the majority of searches are carried out) benefit local businesses immensely.
Through their Public Search Liaison, Danny Sullivan, Google also confirmed that they have been sending more traffic to websites year after year since its inception and the numbers are into billions every single day.
To help businesses understand the need to optimize their locations in the local ecosystem and how websites play a crucial role in the sales funnel, we decided to list Danny Sullivan’s take on how people now use search.
Danny Sullivan: How people use search on Google
While some searches such as the weather, sports updates, election polls, math questions, fact-based queries, etc., do not necessarily warrant a click, optimizing your business to cover every possible touchpoint in the Local ecosystem should be the priority.
Here’s Danny Sullivan’s explanation of how people use search:
- Multiple search queries for the desired result
The English language in particular could be quite ambiguous and sometimes it could take a user multiple queries and tinkering with the query to get the desired result. But inevitable, if the purpose of the search was to make a purchase or booking and the user lands on the website of the business, then it’s a conversion aided by the search engine.
- People now connect with the business directly via the local panel
When looking for a local business, users usually navigate straight to the business’s local panel, use maps, view their hours of operation, request for directions, make a phone call using the listed numbers to find out more information and so on. If a purchase is required, the next step would be to navigate to the business website via their local panel. Danny stated that local searches on Google drive 4 billion connections to businesses every month. Out of which, 2 billion are phone calls to a business to carry out an order, make a reservation, or request for directions. For businesses without a website, 120 million connections are registered every month through Google My Business alone.
- Redirection to apps
If the user has apps like Netflix, Instagram, Amazon, Spotify, etc., clicking on the blue links related to the app will result in the app opening automatically.
Danny emphasized that Google’s search design is more than ever pointing towards optimizing a business. From Hotel Ad features, flights, hours of operation, delivery pickups, business videos and photos, and direct links to the business website, etc. While optimizing your business in the local system is the first step towards reaching customers online, having a website is a source of truth for customers to complete the customer journey cycle.
No other channel besides search contributes as much free exposure and traffic to brands and organic search; not TV, radio, print, display, affiliates, or social.
What’s conclusive is that for a local business to be visible, relevant, and improve their clicks to their website, optimizing their data should be the priority. Milestone’s Local solution does just that for a business. On a single dashboard, a business can manage their GMB profiles of all their locations, manage their multi-location data on multiple channels, reviews across all platforms, voice optimize every location, and answer GMB Q&As to improve trust with customers. In addition, Milestone’s SEO-first CMS will ensure that all the right information is handed on a platter to website customers and those making queries on search. To know more about our comprehensive Local solution and CMS, contact us at [email protected] or call us at 408-200-2211.
Download the Milestone Research Click Curves Report.