{"id":453,"date":"2019-09-10T08:37:48","date_gmt":"2019-09-10T08:37:48","guid":{"rendered":"http:\/\/www.paolodossena.com\/?p=453"},"modified":"2024-04-09T18:51:34","modified_gmt":"2024-04-09T18:51:34","slug":"searches-without-interactions","status":"publish","type":"post","link":"https:\/\/www.paolodossena.com\/en\/busquedas-sin-interacciones\/","title":{"rendered":"Searches without interactions: what to do to avoid losing traffic?"},"content":{"rendered":"

Although it was expected, the day that a long-awaited piece of news finally arrives marks a turning point, especially if there are irrefutable numbers that corroborate reality.<\/p>\n

Last June 2019, for the first time, More than half of the searches performed on Google.com did not produce any interaction.<\/strong> with none of the results, that is, they didn't produce a single click.<\/p>\n

The main digital marketing portals have echoed the news which, as I said before, is backed by real data provided by the American data analytics company Jumpshot<\/a>, a platform that aggregates, stores and organizes literally trillions of anonymous interactions per day, providing an endless amount of valuable information for decision-making by brands and e-commerce businesses.<\/p>\n

\"organic,<\/p>\n

It's worth noting that the data Jumpshot used for its study refers to the analysis of over 40 million searches performed on Google.com in June 2019, via desktop and mobile devices (including tablets) in the United States. Therefore, the data may differ somewhat if the same study were conducted in other countries, but this trend has been observed globally for years, making this information undoubtedly valuable and representative of a shift towards a different way of consuming information through search engines.<\/p>\n

In fact, if we analyze the graph of data for the second quarter of 2019 (April, May, and June 2019), we can see that zero-click searches already represented 49.761% of all searches analyzed. In this case, the data sample analyzed consists of more than 140 million searches performed on Google.com in the second quarter of 2019 in the United States, including both desktop and mobile devices.<\/p>\n

It is also interesting to see that a significant portion of searches end up going to one of Google's properties, whether it be one of the subdomains of google.com (for example, maps.google.com), YouTube, or another brand belonging to the Mountain View giant, which tend to rank highly in many search results, further reducing the likelihood of clicking on snippets from sources other than Google.<\/p>\n

\"click<\/p>\n

If we broaden the date range and analyze the last three and a half years, we can detect a clear trend indicating that searches without interactions have grown almost exponentially and without interruption, to the point of representing more than half of all searches performed.<\/p>\n

\"evolutionary<\/p>\n

The data sample taken into consideration for the evolutionary graph above consists of more than two trillion searches performed on Google.com in the United States, from January 2016 to June 2019 and using any type of device.<\/p>\n

Although the upward trend in searches without interactions is evident (as is that of searches that end in a click on a paid result), to truly appreciate the increase of this type of search over time, it is necessary to break down the data by differentiating between queries made on mobile and desktop devices, since not only are these devices usually used differently (due to the different screen sizes and the time of use to which they are usually associated), but it is also necessary to take into account the impact that ads, rich results (featured snippets), answer boxes, video and image carousels, etc. have, especially on the small screens of a mobile device.<\/p>\n

\"clicks<\/p>\n

It is clear that on mobile devices there is a very marked trend indicating that the CTR of organic searches has been steadily decreasing, dropping 15 percentage points in just three and a half years, from 41.44% at the beginning of 2016 to 26.68% in June 2019. In other words, currently barely One in four organic searches performed on mobile devices generates a click on one of the results<\/strong>.<\/p>\n

Conversely, clicks on paid results have more than tripled, perhaps due to the increasing optimization of ad formats for mobile phones and tablets. This data is obviously very interesting (for both publishers and advertisers), since More than half of all searches globally are performed from a mobile device.<\/strong>.<\/p>\n

The same evolutionary graph, but filtering the data by searches performed exclusively on desktop, gives us a very different picture of how organic, paid, and non-interaction search traffic has evolved over the last three and a half years.<\/p>\n

\"clicks<\/p>\n

The graph shows how on desktop the percentage increases (or decreases) of the three types of searches are much less marked, although the trends are the same as those detected in the analysis of searches on mobile devices.
\nBut what does this data mean for a traffic manager, a digital acquisition director, or someone who simply wants to grow their online presence?<\/p>\n

Mobile is here to stay<\/strong>. Unless there are any surprises, it seems clear that the spread and use of mobile devices will continue to increase (remember that, already, more than half of all searches are done through these devices), so it is reasonable to assume that organic searches will continue to generate less and less traffic, due to the combination of ads that are performing their function more and more successfully and rich results offered by Google, especially through answer boxes and feature snippets.<\/p>\n

The importance of having an omnichannel strategy<\/strong>. The game is changing; there's no other option but to accept it. Betting on a single channel (whether direct investment in paid traffic or in content and links to improve organic ranking) can be very costly, and you're not fully capitalizing on opportunities to maximize lead generation, sales, or even just clicks. It's crucial to remember that users, with their habits, are what drive marketers' decisions (you could say that user habits are, in turn, influenced by how Google displays its results, but that's another topic...), not the other way around. Therefore, it's essential to adapt and develop an omnichannel strategy that encompasses all possible traffic sources, optimizing resources to achieve maximum results.<\/p>\n

Know your brand\u2026 and your audience<\/strong>. To counter the downward trend in organic search click-through rates (CTR), it's important to find ways to continue converting organic rankings into visits. Another trend that Google itself has acknowledged is brand building. Having a recognized brand is key to maintaining traffic, as former Google CEO Eric Schmidt once said, "Brands are the solution, not the problem... (working) your brand is the way out of the hole." For years, Google has emphasized the concepts of branding and relevance, making it highly advisable to cultivate your brand at all levels. This involves identifying the appropriate channels where your target audience is (social media, YouTube channel, Google Places\/My Business, etc.), engaging with them, building a community that becomes a brand ambassador, and thus strengthening this connection, which translates into loyalty, more traffic, and ultimately, more sales.<\/p>\n

Analysis, study and planning<\/strong>. To counter the upward trend in searches without interaction, it's important to identify the types of content and keywords that maintain a high click-through rate (CTR). Therefore, it will be crucial to analyze the SERPs and properly plan the content generation strategy, based on effective keyword research that considers the semantic context and the potential featured results that Google will display depending on the queries users perform.
\nIf you need help defining your multi-channel digital acquisition plan, conducting comprehensive keyword research, or running your SEO or SEM campaigns, contact me<\/a> Let's talk.<\/p>","protected":false},"excerpt":{"rendered":"

Aunque se ve\u00eda venir, el d\u00eda en que una noticia esperada finalmente llega, marca un antes y un despu\u00e9s, especialmente si hay n\u00fameros irrefutables que corroboran la realidad. El pasado mes de junio de 2019, por primera vez, m\u00e1s de la mitad de las b\u00fasquedas realizadas en Google.com no produjeron ninguna interacci\u00f3n con ninguno de los resultados, es decir, no produjeron ni un clic. Los principales portales de marketing digital se han hecho eco de la noticia que, como dec\u00eda antes, est\u00e1 respaldada por datos reales que ha proporcionado la empresa estadounidense de an\u00e1lisis de datos Jumpshot, una plataforma que agrega, almacena y organiza literalmente \u00a0billones de interacciones an\u00f3nimas al d\u00eda, proporcionando una cantidad infinita de informaciones valiosas para la toma de decisiones de marcas y comercios electr\u00f3nicos. Cabe destacar que los datos que Jumpshot ha utilizado para su estudio se refieren al an\u00e1lisis de m\u00e1s de 40 millones de b\u00fasquedas realizadas en Google.com en el mes de junio 2019, a trav\u00e9s de desktop y dispositivos m\u00f3viles (incluyendo tablets) en Estados Unidos. Es posible, por lo tanto, que los datos difieran en cierta medida si el mismo estudio se realizara en otros pa\u00edses, pero es cierto que esta tendencia se va registrando desde hace a\u00f1os a nivel global, con lo que esta informaci\u00f3n es sin duda valiosa y representativa de una inercia que va hacia una distinta forma de consumir la informaci\u00f3n a trav\u00e9s de los motores de b\u00fasqueda. De hecho, si analizamos el gr\u00e1fico de los datos relativos al segundo trimestre de 2019 (abril, mayo y junio 2019) podemos ver que las b\u00fasquedas sin interacciones (zero-click searches, en ingl\u00e9s) representaban ya el 49,76% de la totalidad de las b\u00fasquedas analizadas. En este caso la muestra de datos analizada es de m\u00e1s de 140 millones de b\u00fasquedas realizadas en Google.com en el segundo trimestre de 2019 en Estados Unidos, incluyendo desktop y dispositivos m\u00f3viles. Es interesante ver, adem\u00e1s, que una parte importante de las b\u00fasquedas acaban yendo hacia una de las propiedades de Google, ya sea uno de los subdominios de google.com (por ejemplo maps.google.com), YouTube u otra marca perteneciente al gigante de Mountain View, que suelen posicionarse en las primeras posiciones de much\u00edsimas b\u00fasquedas, con el consecuente resultado de restar a\u00fan m\u00e1s posibilidades de que se realice un clic en uno de los snippets ajenos a Google. Si ampliamos el rango de fechas y analizamos los \u00faltimos tres a\u00f1os y medio, podemos detectar una tendencia clara que indica que las b\u00fasquedas sin interacciones han crecido de forma casi exponencial y sin soluci\u00f3n de continuidad, hasta llegar a representar en conjunto m\u00e1s de la mitad de las b\u00fasquedas realizadas. La muestra de datos tomada en consideraci\u00f3n para el gr\u00e1fico evolutivo de arriba, consta de m\u00e1s de dos billones de b\u00fasquedas realizadas en Google.com en Estados Unidos, desde enero 2016 hasta junio 2019 y utilizando cualquier tipo de dispositivo. Aunque la tendencia alcista de las b\u00fasquedas sin interacciones es evidente (as\u00ed como la de las b\u00fasquedas que terminan en un clic en un resultado de pago), para apreciar realmente el incremento de este tipo de b\u00fasquedas a lo largo del tiempo hay que desglosar los datos diferenciando entre las queries realizadas en dispositivos m\u00f3viles y en desktop, ya que no solamente estos dispositivos se suelen utilizar de forma distintas (por el distinto tama\u00f1o de las pantallas y por el momento de uso a los que se suelen asociar), sino que tambi\u00e9n hay que tener en cuenta el impacto que los anuncios, los resultados enriquecidos (featured snippets), los answer box, los carruseles de v\u00eddeos e im\u00e1genes, etc. tienen sobre todo en las peque\u00f1as pantallas de un dispositivo m\u00f3vil. Es evidente que en dispositivos m\u00f3viles hay una tendencia muy marcada, que indica que el CTR de las b\u00fasquedas org\u00e1nicas ha estado reduci\u00e9ndose cada vez m\u00e1s, bajando 15 puntos porcentuales en apenas tres a\u00f1os y medio, del 41,44% que se registraba a principios de 2016, hasta el 26,68% de junio 2019. Es decir, actualmente apenas una de cuatro b\u00fasquedas org\u00e1nicas realizadas en dispositivos m\u00f3viles genera un clic en alguno de los resultados. En contra, los clics en resultados de pago se han m\u00e1s que triplicado, debido quiz\u00e1s a los distintos formatos de anuncios cada vez m\u00e1s optimizados para m\u00f3viles y tabletas. Este dato es obviamente muy interesante (tanto para publishers como para advertisers), ya que m\u00e1s de la mitad de b\u00fasquedas a nivel global se realizan desde un dispositivo m\u00f3vil. El mismo gr\u00e1fico evolutivo, pero filtrando los datos por b\u00fasquedas realizadas exclusivamente en desktop, nos proporciona una informaci\u00f3n muy distinta de c\u00f3mo el tr\u00e1fico de b\u00fasquedas org\u00e1nicas, de pago y sin interacciones ha evolucionado a lo largo de los \u00faltimos tres a\u00f1os y medio. Se puede apreciar en el gr\u00e1fico c\u00f3mo en desktop los incrementos (o las ca\u00eddas) porcentuales de las tres tipolog\u00edas de b\u00fasquedas son mucho menos marcados, aunque las tendencias sean las mismas que se han detectado en el an\u00e1lisis de las b\u00fasquedas en dispositivos m\u00f3viles. Pero, \u00bfqu\u00e9 significan estos datos para un traffic manager, un director de adquisici\u00f3n digital o para alguien que simplemente quiera hacer crecer su presencia online? El mobile est\u00e1 aqu\u00ed para quedarse. A menos que haya sorpresas, parece evidente que la difusi\u00f3n y el uso de los dispositivos m\u00f3viles seguir\u00e1 aumentando cada vez m\u00e1s (recordamos que, ya ahora, m\u00e1s de la mitad de las b\u00fasquedas se realizan a trav\u00e9s de estos dispositivos), con lo que es razonable asumir que las b\u00fasquedas org\u00e1nicas seguir\u00e1n generando cada vez menos tr\u00e1fico, debido a la combinaci\u00f3n de anuncios que desempe\u00f1an su funci\u00f3n cada vez con m\u00e1s \u00e9xito y de resultados enriquecidos ofrecidos por Google, sobre todo a trav\u00e9s de answer box y feature snippets. La importancia de tener una estrategia omnicanal. El juego est\u00e1 cambiando, no queda otra que aceptarlo. Apostar por un \u00fanico canal (ya sea la inversi\u00f3n directa en tr\u00e1fico de pago, o en contenido y enlaces para mejorar el posicionamiento org\u00e1nico) puede llegar a costar muy caro, adem\u00e1s de no estar aprovechando de lleno las oportunidades de<\/p>","protected":false},"author":1,"featured_media":460,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[33,119],"tags":[],"class_list":["post-453","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-miscelanea","category-seo"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.paolodossena.com\/en\/wp-json\/wp\/v2\/posts\/453","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.paolodossena.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.paolodossena.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.paolodossena.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.paolodossena.com\/en\/wp-json\/wp\/v2\/comments?post=453"}],"version-history":[{"count":3,"href":"https:\/\/www.paolodossena.com\/en\/wp-json\/wp\/v2\/posts\/453\/revisions"}],"predecessor-version":[{"id":462,"href":"https:\/\/www.paolodossena.com\/en\/wp-json\/wp\/v2\/posts\/453\/revisions\/462"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.paolodossena.com\/en\/wp-json\/wp\/v2\/media\/460"}],"wp:attachment":[{"href":"https:\/\/www.paolodossena.com\/en\/wp-json\/wp\/v2\/media?parent=453"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.paolodossena.com\/en\/wp-json\/wp\/v2\/categories?post=453"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.paolodossena.com\/en\/wp-json\/wp\/v2\/tags?post=453"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}