Why do we do Search Engine Optimisation (SEO)? There are a number reasons why – but at the core, it’s all about improving your organic rankings so you can land the sought-after position number one. If you’re in the top three or five, you’re still doing pretty well, as there is a genuine sense of trust for top-ranking websites, which results in far more clicks to your site than if you were positioned on page two onwards.
But in terms of organic rankings, there’s nothing more effective than being in position one on Google, and it’s only going to become even more beneficial when you consider these statistics below.
Where are we now?
Being in the top half on the first page is a win. Websites that place in positions one to five account for more than 65% of all clicks, compared to results six to ten that account for less than 5%. Then there’s even a fewer number of clicks when you’re on page two onwards.
What about position one? Well, as of February this year, ranking at the top will result in a click-through rate (CTR) of 36%, compared to position two, which has a CTR of 17%. The number continues to decrease for each position after that.
So it comes as no surprise that your website is far more likely to get clicked on the higher you rank, which results in more potential leads and growing trust in your brand.
In terms of the device that people search on, we’ve seen mobile (50%) overtake desktop (40%) for the first time, with voice search (10%) also starting to gain traction.
What will happen moving forward?
As we’ve highlighted in a previous blog post, voice search is on a serious rise. So much so, that it’s predicted to overtake both mobile and desktop by the late 2020s. Just take a look below to see how many search queries will likely come from voice over the next decade.
With the rise in voice search queries, Google is continuing to adapt its search results to cater to user behaviour by making it easier and quicker for people to get the most accurate result. You would have seen the introduction of position zero results, which include things like featured snippets, answer boxes, knowledge panels, photos or videos and related questions.
These often show when the search query is a question, such as “what”, “who”, “where”, “how” and “why”.
Here are a couple of examples:
Remarkably, users are twice as likely to click on a position zero result than they would the first organic search result. That’s not to say placing in position one is ineffective; it just means that all of a sudden there is now an even more beneficial target.
What will happen to position one? The market share for first place has risen by more than 10% in the last decade. Right now, position one has about 40% market share, which is expected to rise to 60% by 2022 and 80% by 2026.
What that means is that ranking beyond positions one to three will yield you far less results in the future.
How you can stay ahead of the game?
Firstly, your content is key to landing a position zero result. What you should be looking to achieve is answer questions you think your customers might have, particularly ones that are common to your area of expertise. Frequently Asked Questions (FAQ) pages are a great opportunity to do exactly that, as to is the use of video and imagery within your content, as we’ve previously explained.
Another method is to target more long-tail keywords – ones that are three to five words – which you have more likelihood of ranking higher for than broad terms, particularly if you’re a small-to-medium enterprise. If a keyword is just too difficult to rank high for, then it’s simply not worth targeting. With voice search becoming more prominent, queries will become longer when users ask questions and if you can provide the most accurate and relevant answer within your content, Google will reward you with a position zero or high organic ranking.
It’s highly unlikely that you’ll be able to achieve this on your own, which is why you need the help of a professional web marketing agency that understands where the digital landscape is heading.
If you want to ensure that your business remains ahead of your competitors in regards to organic rankings, get in contact with our Digital Strategists today.