Getting Your Business to Rank in Google Search

The news makes it seem like Google’s reign as King of Search may be ending soon…is getting your business to rank in Google Search as important as it used to be?

Read the news and you’ll see that:

• ChatGPT is preparing to launch a new search engine.  A handful of other companies are also diving into the race to dethrone Google.
• Google recently lost a major court case that could have lasting effects and even break the search engine giant up into separate businesses.
• Now, a new study says that 6/10 people aren’t clicking when doing a search. So how important is it for your business to appear in Google search results?  

Is getting your business to rank in a Google search as important as it used to be??

Before diving into that, let’s dive into a recent study about user behavior during Google searches.

User Behavior in Google Search Results

The “Zero-clicks” study examined how people interact with search results.

Since the data is a little hard to understand, we wanted to break it down for you.

First off, this study is based on ALL types of searches. 

It’s VERY important to understand that.  Realistically, this data likely has very little resemblance to behavior in local search results. 

If you’re searching for “what is the time right now in London,” you don’t need to click anywhere.  You have the answer already!

Getting Your Business to Rank in Local Search

Imagine you’re searching for “real estate agent.”

At the top of the results, you’ll see paid ads:

Next, you’ll see map results:

Followed by organic listings:

Then you’ll likely see some more ads again at the bottom:

In most cases, the pattern is consistent: ads at the top, followed by a mix of map and organic results.

Sometimes, you’ll see other things like “People also ask.”

Breakdown of Click Behavior

Based on the study, out of every 1,000 searches:

• 29% will click on an organic result, such as websites like realtor.com, Zillow, or homes.com.
• 12% will click on a different Google* click on a business listed in the Google Map section.

Note: They could also click on a news story, image, YouTube video, etc. to fall into this category

• 1% click on an ad
• Most people don’t do anything (almost 60%)

At first glance, most people aren’t doing anything.

And with one percentage of clicks going to paid ads, what’s the point?  Especially considering how costly they can be!

Well, the study is misleading.  At a minimum, it’s easy to be taken out of context.  To start, not all searches include ads.  Statistically, about 1/5 searches include a paid ad.  When there’s ads, they get 5-10% of clicks.

For example, in a search for “best restaurant for birthday dinner Dallas,” no ads appear at the top.

In this example, organic search results and map listings carry even more weight because there aren’t any ads present.

When there are ads, like in the real estate agent example above, people click them.  Otherwise, why would companies like realtor.com spend money on them?

The Reality of “Zero-Click” Searches

One of the biggest suggestions of the study is that 37% of users perform a search but don’t click on anything at all.  Then 21% do a follow-up search (they don’t point out that people may be clicking on that next search).

Altogether, they say that almost 60% of searches are classified as “zero-click.”

Even if this study was taken at face value for local search, just because someone doesn’t click, it does NOT mean your business can’t benefit from high visibility.

For example, someone might see the name of a restaurant in the search results, open a new tab, search for that restaurant directly, or call the business without clicking any link.

In this example, organic visibility plated a significant role in driving new business.  Without a click!

Using the data from the study, we dove a little deeper into the numbers and came up with the following stats based on multiple searches (if 1 in 5 people do another search and 41.5% click…the numbers go up):

Clicks

Organic: 44%

Maps:     20%

Ads:        5-10%

No click: 25%

Appearing in Google Search Results

Why Visibility Matters More Than Ever

So, what does this mean for your business?

Even when people aren’t clicking on ads or doing additional searches, your business still needs to appear in the results. Because people may act on what they see without clicking.

Bottom line: being visible is more relevant than ever.

Showing up in the organic and map results is especially crucial.

If someone searches for your services, your goal should be to show up prominently, as Roots Southern Table did in our earlier example.

How do you show up in the Organic results?

Google is always changing their algorithm.

According to Search Engine Journal,

The most recent update (August 2024) aimed to “promote high-quality content while demoting low-value SEO content, with the rollout expected to take a month.”

The July 31 update targeted fake content.

In March 2024, the update addressed “low-quality content.”

In November 2023, Google announced an algorithm update targeting review content on a page-level basis.

The list goes on, but you should notice a trend!  What’s the trend? 

You guessed it- it’s content. 

High-quality content.

Leveraging Tools for Content Creation

If you don’t have a dedicated team for SEO or content creation strategy, there are plenty of tools to help you create content and improve visibility.

After all, YouTube, Images, News, etc., get clicks.

1. Record your content on video using a tool like Loom
2. Upload the video to your YouTube channel
3. Have the video transcribed
4. Copy the transcription, and ask ChatGPT to remove the timestamps and to generate a blog based on the transcription
5. Make sure you review the article to sound like your voice…if you’re trying to cut corners, at least check to see if it passes AI and plagiarism checks
6. Take the blog, ask ChatGPT to turn the blog article into separate social media posts
7. Schedule the posts in advance using a tool like our Social Media Manager

Add Services to your Google Business Profile

One of the most important things your business can do is ensure that your Google Business Profile is fully optimized.

Make sure your business name, website, phone number, and services are all accurate and up to date.

Pay attention to review platforms like Yelp, which Google loves, even though you probably don’t.

The goal is to increase your chances of appearing in organic search, the map section, and even image or video results, all of which contribute to your visibility.

The Role of Paid Ads in Search

Let’s talk about ads.

Despite ads making up a small percentage of clicks, they can still be an effective strategy, especially if you’re trying to dominate both paid and organic search results.

That said, ads are expensive.

Without a well-thought-out strategy, it’s easy to burn through a budget without seeing returns.

For example, many businesses we talk to spend $500 a month on ads but often don’t track results.

After a few months, they’ve spent thousands without seeing measurable impact—money that could have been invested in SEO or getting one of those planes with a banner behind it.

Ads: Renting Space at the Top

When it comes to paid ads, remember that you’re essentially renting space at the top of the search results.

Companies with larger budgets, like realtor.com, can afford to dominate both the organic and paid listings, but for smaller businesses with limited budgets, it’s crucial to strike the right balance between ads and organic presence.

Ads can work well if you’re promoting seasonal offers or need quick visibility, but they need to be used strategically.

Future Changes to Advertising Costs

On a positive note, Google’s recent court case loss could lead to changes in how ads are displayed, potentially lowering costs in the future.

Additionally, emerging technologies like ChatGPT’s new search tool, currently in beta, could change how users search and interact with businesses.

While we don’t know the full impact of these developments yet, it’s clear that Google’s dominance in search isn’t going away anytime soon.

Conclusion: The Key to Success in Search

In conclusion, whether you’re relying on organic search, ads, or a combination of both, being visible in search results is more important than ever.

If your business operates in a competitive market, investing in SEO, having a YouTube channel, and ensuring accurate listings across directories will help you stay ahead and capture those valuable clicks, even when users don’t click directly.

If you read all the way to the bottom- reach out and we’ll give you a free consultation!  If you’re already a client, we’ll give you a $50 discount off your next month!