The behavior of Internet users is constantly evolving. Today, for example, their queries are more geolocated and much more precise. A recent study by Rand Fishkin and Jumpshot also highlights another phenomenon. They click less and less on the natural results of the results page of Google, whether on mobile or desktop. Conversely, they click slightly more on paid results. Is this a reason to invest more time and money into your SEA strategy at the expense of your SEO strategy? The answer is no. This trend is rather a change in behavior that needs to be adapted. Thus, natural referencing must now incorporate these new parameters.
What does the Google Internet Behavior Study tell us?
Rand Fishkin is a recognized expert in the world of SEO. He is also the founder of Moz, a company specializing in SEO software and tools. In collaboration with the Jumpshot digital intelligence company, he has researched billions of searches from 2016 to 2018 in the United States and Europe. This study has highlighted 4 trends in the evolution of Internet searches.
4 observations on Internet users’ search habits
People click less on the natural results on Google’s results page.
They click more on the paid results, namely the text ads of Google Ads.
The increase in clicks on paid results does not offset the decrease in those on organic results.
More and more people are doing “no clicks” searches.
Why do people click less on organic results?
The findings mentioned above highlight a new behavior among Internet users. If they click less and less on the natural results and do more and more searches without a click, it is because they find the answer to their query directly in the SERP. This is also a logical phenomenon since Google promotes short and fast answers directly at the top of the results page through Rich Snippet, Answer Box, etc. Google is no longer just a search engine, it becomes an engine of answers.
According to the results of the study, we also note that the decline in the click rate on natural results is much more obvious on mobile rather than on desktop. This can possibly be explained by the fact that the size of the screen of a mobile reduces the display of the natural results. Mobile users are therefore more confronted with paying results and Rich Snippets than with natural results. They have to scroller all the more to reach them, and they do not even have to do it because they can find an answer in the paid results or Rich Snippets.
Faced with this trend, how to adapt its digital strategy?
Betting on a paid search strategy
Google Ads text ads are the first results a user sees in their results page. It would be highly relevant to deploy an SEA strategy to significantly improve your visibility and ensure you have a good clickthrough rate.
Privilege to make content with high added value
SEO likes words. The longer and more qualitative the content, the more Google’s algorithm will favor its Web page on the search engine. Indeed, SerpIQ showed in a study that the longer the contents, the more they appear at the top of the top 10 search results. In addition, content ranked in the top 10 search results averages more than 2,000 words. Long content will thus be conducive to the creation of backlinks, which is favorable to your SEO.
Average length of contents in the top 10 of the serp
Long content is not beneficial for search engines only. They are also for users. They serve to show your credibility and your expertise to Internet users. This type of content is also a source of commitment and conversion.
Optimize your site for Rich Snippets
Knowing that Google tends to favor short a
nd fast answers to the Internet, as much put all the chances of your side to appear there. Therefore, you must optimize your site by semantic tags in the HTML code. It is also recommended to optimize your content. This will maximize your chances of appearing in position 0, that is to say in Featured Snippet. It is then necessary to write content that responds to requests from users.