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Google’s Hogging Half Your Traffic: How to Get it Back

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More than 50% of Google searches end without an organic click – and that’s a huge threat to our websites.

These zero-click searches are resulting in growing losses in both revenue and leads, making Google everyone’s competitor.

In this webinar, Andreas Dzumla from Longtail UX shows simple, proactive steps that marketers can take today to recover traffic lost to zero-click searches.

In this presentation, we will:
– Offer insight on how you can get back lost traffic from zero-click searches.
– Unveil a new free tool that estimates how much traffic, revenue, and leads marketers can recover by implementing a long-tail search strategy at scale.

Published in: Marketing
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Google’s Hogging Half Your Traffic: How to Get it Back

  1. 1. Google is Hogging Half your Traffic: How to Get it Back Andreas Dzumla #SEJThinktank @LongtailUX
  2. 2. #SEJThinktank @LongtailUX Andreas Dzumla Co-Founder, Longtail UX andreas@longtailux.com Guten tag! Jeff Deutsch Marketing Director, Longtail UX jeff@longtailux.com
  3. 3. #SEJThinktank @LongtailUX Agenda Google, your #1 Competitor in SEO Google SEM is becoming a Walled Garden As Silent Threat Why, Google (why?!) Solution #1: SEO Solution #2: SEM
  4. 4. #SEJThinktank @LongtailUX Who is this webinar for? Both PPC and SEO (Users don’t care where they click)
  5. 5. #SEJThinktank @LongtailUX Who is this webinar for? And since when is SEO free???? Content costs money You pay for links (strategy) Technical SEO requires dev resources SEO specialist don’t work for free either
  6. 6. #SEJThinktank @LongtailUX So isn’t SEO then Paid Search too?
  7. 7. #SEJThinktank @LongtailUX ANYONE who worries about how Google updates will affect their bottom-line Who is this webinar for?
  8. 8. #SEJThinktank @LongtailUX We’re going to share with you Where Google is going: Zero Clicks and Walled Garden What that means for YOU How to survive in this new world (PPC and SEO) A special (free) tool that provides you with unique insights and actions for SEO & PPC in this new world
  9. 9. scorecard.longtailux.com
  10. 10. Poll Never Sometimes Often What do you mean?! “Do you use Google Ads Search term reports for SEO Keyword research?”
  11. 11. The Challenge: Google as your #1 Competitor #SEJThinktank @LongtailUX
  12. 12. #SEJThinktank @LongtailUX We’re going to share with you Where Google is going: Zero Clicks and Walled Garden What that means for YOU How to survive in this new world (PPC and SEO) A special (free) tool that provides you with unique insights and actions for SEO & PPC in this new world
  13. 13. #SEJThinktank @LongtailUX Google is Now your #1 Competitor in Search 2004 2020
  14. 14. #SEJThinktank @LongtailUX “The largest source of traffic on the web — free and paid — is becoming a walled garden, intent on keeping people on its own properties.” Rand Fishkin Founder, Moz.com November 13, 2019
  15. 15. Proof #SEJThinktank @LongtailUX
  16. 16. #SEJThinktank @LongtailUX Hotel Search
  17. 17. #SEJThinktank @LongtailUX Answer Box
  18. 18. #SEJThinktank @LongtailUX Finance The CTR of a #1 SERP result falls by 39 percent when a featured snippet is present. Source: Wordstream https://www.wordstream.com/b log/ws/2017/04/26/google-rank ing-click-through-rate
  19. 19. #SEJThinktank @LongtailUX Featured Snippets + SERP Deduplication = Lower Organic CTRs
  20. 20. #SEJThinktank @LongtailUX Featured Snippets + SERP Deduplication = Lower Organic CTRs
  21. 21. #SEJThinktank @LongtailUX Automotive
  22. 22. #SEJThinktank @LongtailUX “Hey google searcher, why didn’t you click any of the links to external websites from the SERP?”
  23. 23. Paid Search is becoming a Walled Garden #SEJThinktank @LongtailUX
  24. 24. Poll Increasing Competition (higher CPCs, lower ROI) Increasing Complexity (too many ad formats, too many features) Limited Control with increasing Automation (Smart Shopping, DSA, Smart bidding etc.) Tech Limitations and Content Creation for Landing Pages “What’s your biggest challenge in PPC?” #SEJThinktank @LongtailUX
  25. 25. Click: 1 Your products on Google Shopping
  26. 26. Click: 1 Click: 2
  27. 27. Click: 1 Your products on Google Shopping Click: 2 Click: 3
  28. 28. Click: 1 Click: 2 Click: 3 Click: 4
  29. 29. Click: 1 Your products on Google Shopping Click: 2 Click: 3 Click: 4 Click: 5
  30. 30. Click: 1 Click: 2 Click: 3 Click: 4 Click: 1 Click: 2 Click: 3 Click: 4 Click: 5 Click: 6
  31. 31. Click: 1 Click: 2 Click: 3 Click: 4 Click: 1 Click: 2 Click: 3 Click: 4 Click: 5 Click: 6
  32. 32. More pogo-sticking and competing on price only…
  33. 33. Google has even started to handle the payment!
  34. 34. Implications #SEJThinktank @LongtailUX
  35. 35. Brand Experience List Building Retargeting Cross-Selling Margin Google Your website
  36. 36. #SEJThinktank @LongtailUX Takeaway #1 Google is threatening to turn E-commerce websites into mere suppliers, by forcing us to compete on price alone. (And even starts handling the check-out)
  37. 37. Proof: Hotels & Travel #SEJThinktank @LongtailUX
  38. 38. NONE of these links lead directly to a Website!
  39. 39. A Silent Threat? #SEJThinktank @LongtailUX
  40. 40. Google’s Competition with Website & the ‘Amazonification’ of Search has been a Silent Threat – Why? SEO: We’ve been looking at the wrong metrics! ● Rankings ● Visibility PPC: We’ve gotten used to spending more for less... ● Increasing competition ● Dependence on PDPs
  41. 41. Our SEO Mistake: Relying on Rankings Estimated CTR for Position #6 Keyword: “social media” (Source: Brian Dean, backlinko.com) 6.23%
  42. 42. Our SEO Mistake: Relying on Rankings Actual CTR for Position #6, keyword: “social media” (Source: Rand Fishkin, Sparktoro)
  43. 43. Our SEO Mistake: Relying on Rankings 33 out of 37 links above the fold point to google.com
  44. 44. Our SEO Mistake: Relying on Visibility m-w.com SERP “visibility,” 2011-2019 (Source: Sistrix, Sparktoro) Merriam-Webster.com Growth in “KW visibility” 30-70% Merriam-Webster.com loss in clicks, 2011-2019… +150%
  45. 45. And BERT will Make it Worse Barry Schwartz Editor, SearchEngineLand News Founder, SearchEngineRoundtable TL:DR • BERT SEO effects came under the radar as most SEO tracking tools aren’t that good in the long tail • BERT = More featured snippets & better Answer boxes”
  46. 46. And BERT will Make it Worse
  47. 47. • Shopping Ads • Hotel Ads • DSA campaigns Our PPC Mistake: Dependence on Product Detail Pages (PDPs)
  48. 48. Why, Google, Why?! #SEJThinktank @LongtailUX
  49. 49. Don’t blame Google Google’s customer: SEO: websites & digital marketers the searcher PPC: digital marketers and the searcher Google tests SERP features algorithmically – so the numbers tell them they are right! Google provides automated content and covers the Long tail, because you don’t do it!
  50. 50. Google covers the Long tail, because YOU don’t do…Billions of Long tail keyword combinations Content is siloed on websites: • Product categories • Blogs/Articles • Store Locator They know Pogo-sticking on product pages is bad UX… …So they have to solve this within their own system. “Best futon sofa New Jersey?”
  51. 51. (Ok, maybe we can blame Google a bit)
  52. 52. SEO Solutions #SEJThinktank @LongtailUX
  53. 53. SEO – Rand’s Solution #1: Institutional Action The Press The Courts #SEJThinktank @LongtailUX
  54. 54. #SEJThinktank @LongtailUX Downsides ● Expensive ● Time consuming ● Uncertain outcome SEO – Rand’s Solution #1: Institutional Action
  55. 55. #SEJThinktank @LongtailUX SEO – Rand’s Solution #2: Strategic Keyword Selection Downsides – done manually ● Expensive ● Time consuming ● Uncertain outcome
  56. 56. #SEJThinktank @LongtailUX SEO – Rand’s Solution #2: Strategic Keyword Selection Downsides – done manually ● Expensive ● Time Consuming ● Uncertain outcome Better – automated: ✅ Target Long tail keywords at scale ✅ Know when you provide better content than Google ✅ Make informed decisions based on DATA
  57. 57. Poll Never Sometimes Often What do you mean?! “Do you use Google Ads Search term reports for SEO Keyword research?” #SEJThinktank @LongtailUX
  58. 58. Our SEO solution part #1: KEYWORD RESEARCH WITH 1st PARTY DATAFact: 1st party data beats 3rd party data 7 days a week! (SEMrush, Ahrefs, KW planner, etc. are great – if you don’t have 1st party data) Fun Fact: >$1M/month is spent on KW research on YOUR website by your PPC team – 90% of SEO’s just don’t look at it. (When was the last time you have looked at a Google Ad Search Term report?) https://scorecard.longtailux.com
  59. 59. Our SEO solution part #2: LOOK AT BRAND VS. NON-BRAND SEO #SEJThinktank @LongtailUX
  60. 60. Our SEO solution part #3: KW-LEVEL ROI INSIGHTS FOR SEO & TEST KWS AT SCALE #SEJThinktank @LongtailUX
  61. 61. #SEJThinktank @LongtailUX Beating ‘Competitor Google’ with better long tail content • One longtail keyword = one longtail landing page • Above the Answer Box = Our UX > Google’s • Conclusion: keep it!
  62. 62. #SEJThinktank @LongtailUX Provide a better UX than Google, and be rewarded
  63. 63. • • • • …And sometimes you don’t rank higher than Google But that’s ok…
  64. 64. #SEJThinktank @LongtailUX Takeaway #2 In a Google world where half your on-SERP visibility is at risk, if you can ‘fail’ cheap, you can keep winning! …because:
  65. 65. #SEJThinktank @LongtailUX To fail cheap, automate: • Page creation • Custom User Experience • Contextual interlinking • Measure SEO ROI at Keyword level!
  66. 66. The Rewards: Real World Cases #SEJThinktank @LongtailUX
  67. 67. #SEJThinktank @LongtailUX The Reward: Retail: 8-figure annual revenue uplift 35k Keywords 27k Keywords on Page 1 in Google 10k KWs in position 1
  68. 68. #SEJThinktank @LongtailUX The Reward Classifieds: +94% Increase in Leads 165k Keywords 90% ranking on Page 1
  69. 69. #SEJThinktank @LongtailUX The Reward Insurance: +49% Increase in Leads 250 Pages >1k KWs tested >1M KWs vetted in Year 1 alone 77% ranking on Page 1
  70. 70. PPC Solutions #SEJThinktank @LongtailUX
  71. 71. PPC – Everyone’s solution: Let’s pour more money into PDPs! Are we all crazy? (No: Until now, there were simply more searches than matching non-PDP pages on your website)
  72. 72. Our PPC solution PART #1: LET EACH KEYWORD CREATE THEIR OWN MATCHING LANDING PAGE
  73. 73. Our PPC solution PART #2: LET THE LANDING PAGES CREATE THEIR OWN CAMPAIGN STRUCTURE!
  74. 74. Relevance + Choice = Good UX = Google Love = OMG the Conversions!* *For PPC, we can guarantee +30% ROI – for SEO, we offer pricing based on CPA and last-click ROI
  75. 75. #SEJThinktank @LongtailUX Automation that puts you in Control Beauty: 50% Uplift on ROAS 2,500 new landing pages 2,500 new ad groups <X matching products: pause Keywords & Ads
  76. 76. Automation that puts you in Control Lead Gen: Doubled CR% 70,000 new landing pages 70,000 new ad groups Exact matching ad copy = 4x CTR
  77. 77. #SEJThinktank @LongtailUX • A1. Google Ads Search Terms = Treasure trove • A2: Run the Longtail UX Scorecard: scorecard.longtailux.com

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