Marketers, Don’t Stress About Zero-Click Search Just Yet

Did you know that over 50% of Google searches performed do not result in a click? Did you know that Google is continuing to expand the number of queries to which they are applying zero-click SERP features?

Did you know that it’s not something that you should be too worried about yet? 

“Wait… But it’s taking away search opportunities from my website!” 

That depends on how you are defining search opportunities, so let’s jump to it. 

Brandify Study Shows Consumer Search Preferences for Healthcare, Restaurants, and Retail

Google in particular has made significant moves in recent months to verticalize the consumer search experience. For example, the team responsible for the relatively new Google Travel and Google Hotels sites has reported that they built a new consumer experience for hotels specifically because they noted important differences in the ways consumers searched in that category. 

Brandify’s study illustrates that consumer preferences for additional verticals are similarly differentiated, both in the channels consumers prefer for each vertical and the sorts of information they seek out when searching. Already, the search experience for restaurants, retail stores, and healthcare providers varies by vertical, especially on Google, which has added prominent vertical-specific attributes as a result of Covid-19 such as dine-in, takeout, and pickup availability for restaurants.

What Search Behavior During Covid-19 Means for Healthcare Marketers

The headlines are everywhere. Open any newspaper, and you’ll see story after story about coronavirus and its impact on American society. But new data on consumer search behavior shows Covid-19 isn’t the only healthcare topic on people’s minds right now.

In an analysis of consumer search trends during the coronavirus pandemic, a team from the healthcare provider scheduling and search platform Kyruus found that search terms seemingly unrelated to Covid-19, such as “diabetes,” “cancer,” and “depression,” continue to rank more highly than those associated with the virus.

SEO Trends for 2020 That You Need to Know

In 2020, we can only expect the competition for the attention of Internet audiences to become even more intense. More and more businesses appear each day, all raring to get to the top of the search results.

Add to that the fact that search engines, Google in particular, will continue to make changes to their algorithms in the coming year. SEOs must be on their toes to stay on top of the latest SEO trends. Here are some of the changes, which include the further ascendance of video, voice, and mobile as well as premiums on longer content and possible openings for non-Google search engines.

Report: Reviews for Local Businesses Are Essential. Ratings Below 4 Stars Are Deadly

If it had not already been clear that building up a significant inventory of positive online reviews is key to attracting new customers to a business, let doubt linger no further. 

A whopping 52 percent of consumers ages 18-54 “always” read reviews when searching for local businesses, and only 53 percent will consider a businesses with fewer than four stars, according to survey of 1,005 US-based consumers by marketing platform BrightLocal. Eighty-two percent of consumers overall read online reviews.

Google’s Fitbit Purchase: Peek into Next-Level Local Dominance and Healthcare Hacking

Prescriptions by Google, then? The company indeed lacks Amazon’s delivery capabilities but has a stranglehold on search and therefore on consumers’ connections to local businesses. It is not hard to imagine a world in which Google appears to keep its privacy promise by refusing to sell ads directly based on Fitbit user data but still capitalizes on the data by using it to connect Fitbit users with local health care service providers, pharmacists, and even gyms. That would just constitute one more way Google is edging out the digital middlemen that once closed the loop from Google search to a local service provider.

Now More than Ever, Local Strategy Differs by Vertical

The putative benefits of competing in vertically oriented channels come at a greater cost than was the case when GMB provided a unitary platform for all industries. Simply put, Google is serving the specialized needs of price-conscious travelers or those who want greater assurances when hiring a service professional, and in so doing, the company is creating additional channels to generate revenue through ads. More and more businesses will have to get used to spending their way toward greater exposure to their desired audiences — which is only odd in light of the fact that so much of local marketing has historically been organic in nature.

Amazon is Making Meaningful Gains in Search Ad Market

It will be key to see if the pace of Amazon’s overall and search ad revenue slows down in the next few years as it exhausts. For now, its ad success is just one more sign, like the news that it will likely sell its Go tech to retailers, that Amazon can find and dominate new businesses beyond its core identity as the Everything Store. 

Google Being Investigated for Antitrust Violations by Slew of States

More than half of US state attorneys general are investigating Google for antitrust violations, the Washington Post reported. Officials anonymously told the Post that the probes are expected to be announced on Monday.

This marks a serious escalation in mostly recent government efforts to increase regulation of the giant tech firms that have become the most powerful private enterprises in the world, squashing competition in their home industries and disrupting adjacent ones. The Department of Justice and Federal Trade Commission are already looking into the potentially anticompetitive power of Google, Facebook, Amazon, and Apple.

A Return to Contextual Advertising?

Digital advertising and marketing have long been positioned as “the future” of advertising. But with the rapid changes in media and information technology of the past two decades, the future has arrived. Google recently promoted the idea that “we’re now in an era where digital marketing is just marketing.” But as the industry advances and as new protective regulations around personal data privacy are introduced, it’s also possible that some of the change could involve relying more on previously established methods. Specifically, it is possible that we are on the verge of a return to contextual advertising as the dominant form of online ads.

Low-Hanging Technical SEO Fruit for Local Ranking

Local SEO is powerful. If you run an ice cream shop out of Wichita, Kansas, then you’d probably want to show up on Google when a person there searches for ice cream. Search engines have become crucial for existing and potential customers to connect with businesses. 

Some business owners unintentionally set up obstacles to appearing on local search by improper site structure. Here are some low-hanging fruits to help your business appear for local searches.

Multi-Location Marketers Want to Do More Social Advertising, But One Big Thing Stands in the Way

Unlike search, social is a push medium that marketers can use to reach new audiences. Social can leverage rich ad formats such as mouth-watering images of restaurant dishes, explainer videos for complex products, and eye-catching celebrity or influencer endorsements that are much more impactful and engaging at storytelling than search. 

Today’s local enterprise advertisers know that they should be leveraging the one-two punch of search and social together. One day they will. But until social advertising can offer the same streamlined workflow that can make managing hundreds or thousands of locations as easy as search makes it, social will still lag behind in the local marketing media portfolio. 

Chatmeter Scores New Funding Amid Hiring Spree

Local brand management platform Chatmeter announced a new investment by Providence Strategic Growth aimed at helping the company increase its ambitions further after hiring 25 employees over the course of six months. The terms of the deal were not disclosed.

Google Integrates Food Delivery into Search, Maps, Assistant

More or less following the model of Reserve with Google, which has seamlessly integrated the process of reserving a table at a nearby restaurant into SERPs, Google is now integrating food delivery into search, Maps, and Assistant, keeping consumers on Google properties for the entire journey as they make transactions via third-party couriers.

At I/O, Google Offers a New Vision for Local Search

The notion of “helping you get things done,” emphasized by Sundar Pichai in his I/O keynote, provides a through-line for many of the event’s announcements. It struck me watching the presentations how thoroughly Google has become a consumer electronics company, a marketer of devices where search is more a central feature than a standalone product. Google, in other words, has become thoroughly dedicated to marketing its famous search capabilities in the context of devices that help you perform daily tasks. In the process, it is transforming local search and how we relate to the world with electronic devices.

Visual Search and Local: A Match Made in Mountain View

Though visual search challengers such as Snapchat and Pinterest could shine in niche use cases such as fashion items, Google will rule as the best all-around utility for visual search. It has the deepest tech stack, and the substance (knowledge graph) to be useful beyond just a flashy novelty for identifying things visually.

The name of the game now is to get users to adopt it. Google Lens won’t be a silver bullet and will shine in a few areas where Google is directing users, such as pets and flowers. But it will really shine in product search, which happens to be where monetization will eventually come into the picture.

Will Google Ask Businesses to Pay for Listings?

Google recently sent surveys to a number of Google My Business (GMB) users, asking a range of questions about their local marketing activities and their level of interest in certain paid features within GMB. The survey suggests that Google is at least thinking about a paid version of the GMB feature set. For the local search industry, a paid GMB product offered to businesses of all types could be quite disruptive, especially if it ended up gradually degrading the value of organic listings.

Is Google Building an “Internet of Places?”

Use cases will materialize over time, but it’s already clear that visual search can carry lots of commercial intent. Point your phone at a store or restaurant to get business details. Point your phone at a pair of shoes on the street to find out prices, reviews, and purchase info. This proximity between the searcher and the subject indicates high intent, which means higher conversions and more money for Google. Moreover, visual search has the magic combination of frequency and utility, which could make it the first scalable AR use case: making the real world clickable.

Lead Gen Spam: Bad for the Consumer, Bad for Business, and Bad for the Local Ecosystem

Blumenthal to Mihm, on lead gen spam: The real issue for me is that Google Maps is really like a public utility, and Google is not doing enough to protect the consumers of that product. There is significant harm in the deception of the consumer, the blocking out of legitimate businesses, and the possibility that the consumer public will lose trust in the whole, creaky house of cards.

Things Not Strings: Google’s New Hotel Profiles Exemplify Its Approach to Entities

Google’s Knowledge Graph ambitions are expanding to include obviating heavy reliance on secondary sources like Wikipedia and being able instead to classify and cross-reference information as a native, self-sustaining activity on web pages themselves. That’s what makes a recent patent filing different from the evidence of the Knowledge Graph we’ve already seen in the wild.

While this more ambitious way of surfacing information about entities is not yet standard, in researching Google’s new interface for hotels, I think I’m seeing evidence of a real-world example.