Google has been re-prioritizing organic search results in favor of ads and what are known as No Click, or zero-click, searches.
These searches are a search engine result page (SERP) that displays the answer to a user’s query at the top of a Google search result. This kind of search result satisfies the user’s intent without having to actually click on any search result links. (binaryfountain.com)
According to research by Jumpshot commissioned by Sparktoro, in Q1 of 2019 almost 49% of Google searches were resolved without a click, meaning the searcher found the answer they were looking for within Google and never had to click through to another website. (https://www.stephanspencer.com/no-click-searches/)
Due to the small screens on mobile devices, “No Click Searches” account for over 60% of searches in some cases, and the small screens mean that ads get even more priority on mobile, according to JS Media & Marketing.
Google now prioritizes ‘Related Questions” as well, so now organic traffic is pushed below …
- Google’s “No Click Search Results”
- then ads
- then Related Questions
- even answer boxes
So organic results are rarely even above the fold, or often not on the First Page. This means that organic results get fewer & fewer click-thru’s to your business website and illustrates the lengths Google is taking to offer people information directly in search results – so they can keep them on their pages longer – instead of having them visit your site.
This dilutes the effect of any organic marketing that you may be using (and paying for).
So how do you fight back?
The answer is fight fire with fire.
Use the tools Google provides to help you brand your business without (at first) even visiting your website. Your Google My Business listing is the most important online marketing tool now available to:
1. Brand your business in Google Search, and also give clients a prominent link to your website.
2. Build your on-line reputation with Google My Business Reviews, and send you traffic, since up to 90% of local services are found using reviews. Lots of positive reviews builds your Google Rank. Don’t forget to reply to all reviewers with thanks!
3. Use the new GMB Blog feature to brand your company as an expert in your field, and give prospects the confidence to call you for your services.
“Ask for the Review” Script for your Staff:
When concluding a service, ask the client: Did you have a good experience at the shop?
If so, can you give us a good review on Google My Business? It helps new customers find us.
In the Auto repair business, only 5% of independent shops ask customers for reviews, versus 49% of Dealerships.
Offer your staff incentives to ask for reviews. Capture emails of all clients up front. After service, send them a “Thank you for your business’ follow-up email, including a link to your GMB listing and request a good review, using the text above.
Let us know if you have any questions, or need help with your Google My Business listing optimization.