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Peak Ace on Air #17: Latest Online Marketing News – Episode recap

This episode of Peak Ace on Air was all about catching up our viewers with the most recent developments in online marketing.

As your companion piece to this episode, here are some of the resources we used, the summary of the episode and some wider reading.

1. Backlinko Google Search user survey

The survey analysed 1,801 Google user behaviour sessions, and specifically investigated: 

    • How many people click on ads as opposed to organic results
    • Percentage of clicks that go to localvideo and Google Shopping 
    • Average search session length 
    • Number of users that make it to the bottom of the first page 

The most interesting/relevant/important findings from the study:

  • Google searchers use one of Google’s autocomplete suggestions 23% of the time. People that search for informational
    and 
    local searches tended to click on an autocomplete suggestion more often than those searching with commercial queries. 
  • 50% of Google users click on their resultwithin 9 seconds of searching. And the average amount of time it takes a Google searcher to click on something is 14.6 seconds. 
  • Only 9% of Google searchers make it to the bottom of the first pageof the search results. 
  • 15% of users modify their initial search term. This suggests that Google tends to display super-relevant results, or that users are adept at choosing the right keyword on their first attempt. 
  • Only17% of users bounced back to the search results after clicking on a resultOnly 5% of users bounce more than once for the same query. 
  • The majority (59%) of Google users visit a single pageduring their search sessionOnly 6% need to visit four or more pages in order to get an answer to their query. 
  • 65% of searchers click on one of the traditional “10 blue link” search resultsduring their search session. 
  • Although this varied widely depending on the query, 19% of searchers click on a Google Ad during their search. 
  • For local queries, 42% of searchers click on results inside of the Google Maps Pack. 
  • 19% of users searching for a product click on a Google Shopping result. 
  • On average, only 3% of searchers interact with a “People Also Ask” box.Although this behaviour varies widely depending on the queryFor example, 13.6% of people searching for supplements clicked on a PAA box. 
  • Only 0.44% of searchers go to the second page of Google’s search results. 
  • The average search session takes 76 seconds to complete and half of all search sessions are finished within 53 seconds. 

 Read the whole study here.

2. Content: the more, the merrier? 

Google developer Martin Splitt and Lily Ray, SEO director at Path interactive, discuss this in the Google’s SEO Mythbusting Youtube Series. In turn, Peak Ace’s own Bastian and Domi discuss what Martin and Lily discussed! This includes:

  • Updating content is better than creating new pages – especially when content stays more or less the same 
  • Is there a way that Google can tell us if there is too much content? –> Not with crawling stats: if Google has to crawl a site more often, this doesn’t reflect its quality. It’s better to take a look at performance reports for things like impressions with few clicks, or a lot of clicks but no conversions, and make changes based on those findings.
  • Can poorly performing content bring the overall performance down? –> Depends on the reason why the content is performing poorly. For example, if it’s spammy, the content should be cleaned up, taken down or at modified
  • Help Center Content often consists of lots of pages, with thin content e.g. one question on a single page. –> This kind of “light content” should be grouped and structured, consolidating similar questions as the user might have multiple questions about this topic. Result: Less crawlinguser finds the content easier and it’s easier for Google to assess whether the content is valuable 
  • Is word count a ranking factor? NO (still no 😉) –> The best approach is to try and understand what the user is actually expecting from the content, focusing on its complexity and density of information.

 Watch the whole video here

Other topics touched on in the episode

Google Search Console had a short report delay, which was also covered by SeoRoundTable

Izzi Smith from Ryte wrote a post on moz.com about how to identify advanced Google Search Console search performance patterns. This is a great place to start if looking to deepen your knowledge on this topic.

And for anyone following the US elections: there is now a live dashboard covering how and what people are searching in the run-up to Election Day. You have access to the latest information on searches related to the elections and how they appear in the SERPs.

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