Google is Hogging Half Your Traffic: How to Get It Back

TL;DR

Learn strategies to recover traffic lost to Google's zero-click searches.

Transcript

hello I think they're live right now welcome to our webinar today we talk gonna talk about Google is hogging half of your traffic and how to get it back so it's a super interesting topic and I'm very very happy to be participating in this webinar today with my long long long long time from Google friend Andreas and also Eric is here so let's have a... Read More

Key Insights

• Google's zero-click searches are keeping users on Google's properties, significantly reducing traffic to external websites.
• SEO and PPC should not be viewed in isolation; both need to be integrated for a holistic search strategy.
• Google's updates, like BERT, are making it harder to rely solely on rankings and visibility metrics.
• Traditional metrics for SEO, such as rankings and visibility, may not accurately reflect true traffic potential.
• Automating landing page creation for long-tail keywords can help recover lost traffic and improve user experience.
• Brand building is essential to withstand changes in search algorithms and maintain traffic.
• Diversifying marketing channels beyond SEO can mitigate risks associated with over-reliance on Google.
• Structured data and schema markup are important but should be part of a broader SEO strategy.

Questions & Answers

Q: Does a longtail landing page strategy work for local service providers?

Yes, the strategy can work for local service providers if there is enough content and user search variation. It requires a combination of relevant content and user-focused landing pages to effectively target long-tail keywords.

Q: Should we spend more on Facebook ads and Bing?

While diversifying your marketing channels is wise, it's crucial to measure and track which channels provide the best ROI. Facebook and Bing can be part of a broader strategy, but decisions should be data-driven.

Q: Can longtail strategies apply to publications, not just e-commerce?

Yes, longtail strategies can benefit publications by targeting specific content topics and updating existing content to include long-tail keywords, thereby improving search visibility and traffic.

Q: How can healthcare sites combat the impacts of Google's updates?

Healthcare sites should focus on E-A-T (Expertise, Authority, Trust) by associating content with accredited professionals and using schema markup to reinforce their authority and trustworthiness in Google's eyes.

Q: Is structured data working against us with zero-click results?

Structured data is important for SEO, but it should be part of a broader strategy. While it can lead to zero-click results, it also enhances search visibility, so balancing its use with other SEO tactics is key.

Q: Should companies with high-priced items focus on branding?

Yes, branding is crucial for companies with high-priced items. Building a strong brand helps justify pricing and differentiate from lower-priced competitors, ultimately influencing consumer purchase decisions.

Q: Should we divest SEO budgets to other platforms?

While SEO remains important, diversifying marketing efforts across multiple channels, both online and offline, can reduce dependency on Google and spread risk, ensuring a more resilient marketing strategy.

Q: How can we improve our company's knowledge graph entry?

To improve your knowledge graph entry, focus on building authoritative content and links, using structured data, and associating your brand with reputable sources like Wikipedia or industry-specific directories.

Summary & Key Takeaways

• Google's zero-click searches are impacting traffic by keeping users within Google's ecosystem. This webinar discusses strategies to regain traffic, focusing on SEO and PPC integration.

• The speakers emphasize the importance of not solely relying on traditional SEO metrics, as Google's updates often render them less effective in capturing true traffic potential.

• Automation and long-tail keyword strategies are recommended to improve user experience and recover traffic. Brand building and marketing diversification are also crucial for long-term success.