Quite possibly no other component of digital marketing has been as subjected to the imaginations of conspiracy theorists as SEO has. Almost every year, new claims come out about the death of SEO which are then consequently debunked by experts in the field. But this time, the assertion isn’t coming from marketers pushing for more PPC campaigns, but from concerned content creators themselves.
So why are experienced professionals in the field worried that 2019 could signal the death knell of SEO? Here are a couple of factors that might explain their fears.
With every SERP feature that Google adds, click-through-rates take another dip. In the past, if a user were to search for the weather, they would have to click on a result, enter the website and look for their answer on the page. But now? The search results would look something like this:
This feature is great for users who can now get their queries answered faster, but for a website? Not so much!
These new features don’t just affect broad searches but long-tail queries as well. A first-time real estate investor, for instance, might search for ‘how to calculate stamp duty’ to clear up their questions on it. When they do that, Google will present them the answer neatly packaged in this featured snippet:
If you are wondering how to get the coveted featured snippet. Here is an interesting video:
Since the user already has the answer to their question, they might not feel the need to actually click on the website. What this means for content creators and website owners is that while their search rankings might improve, overall organic traffic to the website might not grow proportionally.
Businesses, understandably, want users to visit their website for all information related to them. This is especially important for local businesses such as restaurants and cafes since purchase intent is typically higher for local searches. However, Google might be hoarding most of this traffic for itself. If a user searches for cafes or restaurant, for example, their search results today looks very different than it did just a few years ago. In the past, they would see a restaurant listing when searching for ‘Chinese food near me’, click on the website link that appealed to them and check out the menu and contact details on their website.
Today, while they will still see restaurant listings, clicking on one will take them to Google Maps and not the restaurant's website.
Of course, a user will still be able to utilise the information provided by Google to visit the restaurant or make a reservation (and thereby convert into a customer). But a business’ website might have less reach and decreased organic performance.
For the last few years, a mobile-first approach to SEO (and almost everything related to digital marketing) has been adopted by marketers everywhere by implementing strategies like AMP. The number of mobile users and mobile searches have also been on an upward trajectory in the last few years, underlining the importance of mobile SEO. However, recent statistics about the nature of mobile searches have emerged, making marketers wonder if mobile SEO still has the same ‘do-or-die’ effect that it did a year ago.
According to Rand Fishkin of Moz, mobile no-click searches have grown by 11 percent, almost 2.5 percent higher than no-click searches on desktop. With these seemingly gloomy numbers, it’s no wonder that websites and brands are worried that they might be losing out on a chunk of their organic mobile audience.
Voice search can be interpreted as both a boon and a bane for marketers. On one hand, it’s a growing new platform to make their brand more visible to users and one of the biggest digital marketing trends of 2019. On the other hand, no-click searches are most prevalent on voice search. For brands and marketers, this poses a unique conundrum: is voice search worth ranking for or will it provide absolutely no value in terms or traffic and brand awareness?
The simple answer to that question is, no. With SEO, when one door closes, another opens. There are certainly many facets of SEO that are dead or dying today, but that has always been the case since its inception. As users, platforms and Google’s algorithm evolves, SEO needs to adapt to keep up.
Instead of getting bogged down by all the alarming statistics being thrown around about the end of SEO, marketers should instead focus on realigning their SEO strategy in the following ways.
If there’s one keyword that Google cannot steal traffic from, it’s searches for your brand. For example, if a user were to search for just ‘digital marketing companies in India’, Google would first list out map listings of companies.
However, if they were to directly search for ‘Social Beat’, none of Google’s SERP features would show up to distract them from clicking on our website.
Going forward, therefore, brands need to focus on building the strength and volume of branded searches if they want relevant traffic on their website.
Most keyword research today consists of analysing keyword volume and difficulty alone. But with the new SERP features, high volume keywords don’t necessarily guarantee high traffic from them. To counteract this, content creators should include a third dimension when choosing keywords to optimise their content with: CTR percentage. By carefully choosing a keyword that has a high click-through-rate, content marketers can be assured that they will be creating content that will drive organic traffic to their website and not just adding to Google’s no-click search percentages.
You can do a simple CTR analysis through most keyword research tools. In this example, we used Ahrefs to dig deep into our focus keyword, ‘digital marketing blogs’. According to the results that the tool gave us, this keyword is worth trying to rank for as 65% of those searching for the keyword have clicked on a result.
In the case of SERP features, content marketers are better off following the adage, ‘If you can’t beat them, join them!’. A featured snippet, can either steal traffic from your website or increase it depending upon how you tailor your information for it. If a user can get all the information they require for their query from the snippet without having to actually click on the link, chances are they aren’t going to visit your website. But if you can offer users just enough information and intrigue them so they click on your link to read more, then the featured snippet can be the most powerful tool in your arsenal to drive traffic to your website.
For example, if a user knows that this list includes 10 mobile wallets, but the snippet only displays a few of them, they will be more likely to click on the link to read the full list.
Creating 10x content and using long-tail keywords have always been the cornerstones of modern SEO, but they were never more important than they are today. The goal for content marketers today is to create in-depth content on nuanced topics that cannot be pigeonholed into any of Google’s SERP features. Essentially, the longer a keyword is, the greater the chance of your actual website ranking for it and not an answer box or any other feature.
Even if parts of your content can snag a featured snippet, it should offer your audience several useful elements that they need to click on your link to explore. The demand for interactive content is on the rise and thankfully, Google hasn’t found a way to display interactive tools directly on SERP yet. Tools like calculators, interactive maps, planners and more can drive organic traffic to your website and offer immense value to your readers.
If SEO is dying, then the one thing offering it CPR is pillar content. This unique comprehensive content format has created waves in the SEO sphere, promising almost an instant surge in traffic and even several high-quality leads. The secret ingredient that makes pillar content so powerful is that it is linked to several related articles within your blog, providing instant link juice to each of them. Because of this, organic traffic to your blog and overall website improve dramatically.
For example, we created a pillar for our client Shriram Properties on ‘A Complete Guide for First-Time Homebuyers in India’. Within a matter of weeks, it started ranking for over 1000 keywords in total and for 100 keywords on page 1. Achieving similar results for a regular page within such a short time span would have been close to impossible with a regular page.
If there’s one thing that has stayed constant in the ever-fluctuating landscape of SEO, it’s that meta descriptions and titles can make or break your organic traffic. These two elements are the simplest, yet most crucial aspects of SEO. If all your hard work has helped your content reach Page 1, but the title and description aren’t compelling enough for users to click on it, your traffic is unlikely to show any improvement. It is also important that content creators don’t get disillusioned by the variety of SERP features available today. A study by Ahrefs found that featured snippets get only 8.6 percent of clicks, while the next result gets 19.6 percent of the clicks!
So even if your brand has lost out on the featured snippet, it doesn’t necessarily mean that your organic traffic will drop because of it.
Instead of putting all your eggs in a single basket, barnacle SEO offers you a way to spread your chances to drive more traffic and increase brand visibility. Today, ‘aggregator sites’ are more visible on Google than they ever were. These sites, for example, Zomato, Urban Clap and Little Black Book, list companies and services on their website. If a user were to search for best massage parlour in Chennai, their search results are most likely to throw up aggregator sites and not individual massage parlour websites.
Is this disheartening for individual businesses? Not necessarily. Trying to compete with aggregator sites will be a David vs. Goliath situation since these sites are typically larger and have a higher domain authority. Instead, businesses should try to get featured on aggregator sites to make their target audience aware of their brand and increase traffic to their website. Getting featured on a compilation can also increase the brand’s credibility in the eyes of the user.
With all the panic about Google’s CTR shrinking, many marketers tend to forget the second largest search engine in the world: YouTube. YouTube is beneficial for marketers for two reasons: 1. It’s a new platform to reach out to users and 2. It can help brands rank on Google as well.
The number of subscribers and video views on YouTube is growing exponentially - particularly in India. If you are finding it challenging to rank for a relevant keyword on Google because of high competition, YouTube could be an excellent way to circumvent this. You can read our in-depth blog on YouTube SEO Tips: The Secret Sauce to Ranking Your Videos to get started!
The second reason to optimise your videos for YouTube is just as important. One of Google’s SERP features is video listings pulled from YouTube that are related to a search term. If your brand is able to create a video that also ranks on Google’s SERP, then you will automatically be able to increase visibility and awareness of your brand.
This strategy is a great way for marketers to beat Google at its own game and use SERP features to their advantage.
You can also check out our video on 'YouTube SEO: 8 Powerful Tips to Help Rank Your Videos'.
Voice search can be viewed as a disruptor or facilitator, but one thing’s for sure: marketers cannot afford to ignore it. Here are just a few incredible statistics on the growing importance of voice search:
To avoid being left behind in the voice search wave, marketers need to optimise their websites and brands to appear for voice queries. This can also help them reach out to new internet audiences, those who are from tier 2 and 3 cities and are more comfortable using voice than typing out a query.
If there’s one thing that hasn’t changed, it’s that content marketing backed by continuous optimisation still has the highest ROI compared to any other type of campaign. By getting an early head start and implementing these elements in your content strategy before your competitors do, you can cement your position on Google’s SERP and gain a high content marketing ROI.