Interesting Google SEO statistics for 2016
There has been plenty of changes for Google during 2016, with constant search algorithm updates and a heavy emphasis on mobile optimised sites it has been a whirlwind for digital marketing experts. Here are some of the statistics that have stood out for us so far this year.
Google handles trillions of searches per year.
According to an article at Search Engine Land Google now handles at least 2 trillion searches per year. Google hasn’t released the exact figures but going by yearly statistics it’s continuously increasing.
What does this mean for businesses? It is a double edged sword in many ways. Not only is there more opportunity, more keywords and more customers – there is also a lot more research required to reach your customers as often as possible.
With so many potential customers searching with Google it takes a solid SEO strategy to ensure you’re getting the most out of your keyword potential.
More beats less.
A study by Backlinko found that pages with longer content continue to outperform pages with shorter content. Google is continuously trying to provide users with the most useful and relevant search results, so long form content seems to help tick that box.
In fact, the average word count of a Google first page result is 1,890 words. This means that when you’re considering your page content you should try to provide as much relevant information as possible.
On the flip side you need to consider your conversion rates too. Too much content can overwhelm or distract your customers so it’s important to find the balance between plenty of relevant content and sticking to what your customers need.
Mobile optimised sites have better conversions.
A survey from BrightLocal showed that 61% of consumers said they are more likely to contact a local business if their website is optimised for mobile.
These are staggering statistics. Over half the customers that come to your website are more likely to get in touch if your site is mobile optimised.
It’s frustrating when you’re looking something up on your phone and it’s difficult to view or navigate. Users don’t want to be zooming in to see the basic details, and 61% of consumers agree.
A responsive website that is optimised for mobiles not only ranks you higher on Google, but it also has a higher conversion rate than non-optimised sites.
20% of mobile searches are voice queries.
Sundar Pichai from Google recently revealed 20% of mobile search queries are voice queries. This is really interesting as it shows more and more engagement by users on mobile devices, adding to the overwhelming data that says mobile optimised websites are a must.
Not to mention Google recently entering the mobile phone market with their new smart phone, Pixel.
What this means for keyword strategy is we have to think beyond what users would type to find your business, but how would they ask for it?
Organic search is more effective than paid.
We are often asked what’s more important, paid or organic? Your organic search rankings are the bulk of your profile and are extremely important.
The paid search is a supplement to good organic results. It gives you a way to extend your reach into other websites beyond just Google and touch on different platforms and demographics.
While it puts you at the top, users are less likely to click the paid results over the organic ones, showed here with Organic search driving 51% of all visitors to business-to-business and business-to-consumer websites, while paid search only drives 10% and social 5%.
Paid search is still extremely effective, but only if you have a solid organic profile to back it up.
Prominence now helps local search ranking factors.
Google don’t allow paid options for improving local search rankings, they keep their algorithm secret to level the field.
Recently prominence has been added to the elements that affect local ranking. Prominence refers to how well-known a business is. Google try to take into considerations how prominent places are offline, and reflect this in local ranking.
Prominence is also based on information that Google has from across the web (like links, articles, and directories). Google reviews are also factored; having more positive views will improve a business’s local ranking.
This means engaging with your community, improving your brand awareness and staying dynamic across the web all benefit your SEO.
Social engagement matters.
This shouldn’t come as a surprise in this age of social media but social media, according to Quick Sprout’s Neil Patel, impact your search rankings.
Google follows the impact social media has on an online presence, each new share, retweet, like, and +1 helps your search rankings – if you’ve committed to having a social media account (or many) make sure you leverage that potential to improve your search rankings.
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