Heidi asks, “What do you make of Rand Fishkin’s statement that in 2020, Google will be our biggest competitor for traffic?”
Rand isn’t wrong on the premise that Google wants to provide the best answers in the most efficient way possible – and that may mean one-box/zero-click search results which do not send traffic to our sites. That said, many of those queries tend to be basic informational queries, even with the most advanced natural language processing, and as such may not be strong intent indicators. More complex, deeper queries often indicate greater intent and are what we should be targeting. That said, our strategy in 2020 is clear: own the relationship, build the brand.
Can’t see anything? Watch it on YouTube here.
Listen to the audio here:
- Got a question for You Ask, I’ll Answer? Submit it here!
- Subscribe to my weekly newsletter for more useful marketing tips.
- Find older episodes of You Ask, I Answer on my YouTube channel.
- Need help with your company’s data and analytics? Let me know!
- Join my free Slack group for marketers interested in analytics!
What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for watching the video.
In today’s episode, Heidi asks, What do you make a Rand Fishkin statement that in 2020, Google will be our biggest competitor for traffic.
This is by the way, a blog post over at spark Toro and like at 78 slides side deck that rands been talking about the premises this, thanks to Google’s own properties, such as the Google jobs Google, whether Google Maps etc, combined with what are called informational searches, or zero click searches where type in, for example, weather in Boston, Massachusetts, Google presents an answer there.
You don’t have to leave Google.
You can see the answer right on the screen.
Type in a math calculation type in lyrics to your favorite song and you’ll see results that don’t require a click.
They don’t send you anywhere.
And according to rands, best estimates 14% of clicks go back to Google itself in some way.
And depending on the area in the industry, you can see anywhere from, you know, 10 to 50% of those search results just not send traffic anywhere people to stay on Google.
And so the question is, Is this correct? Well, yes, the it is correct that the data is something you can’t argue with a whole lot.
He uses jump shots data, which is third party data, mostly from mobile devices.
But it’s not wrong.
What is happening is that Google is attempting to get answers to you faster.
And in many cases, especially given some of the, shall we say, credibility and trust issues with third party websites, when and where it can.
Google is providing the information itself or providing summarized information on on its search results so that you don’t go away Anywhere.
That in turn means that organic search traffic declines for basic informational queries.
So if we think about the types of search queries that someone’s going to do, there’s really sort of three major types, right? There’s why, what and how.
And within those, there’s two sort of branches.
There’s branded and unbranded.
Let’s say we’re have a coffee shop.
There really aren’t a whole lot of why search queries that are relevant to a coffee shops ownership, right.
You don’t need to explain to people why they need coffee.
You do need to explain why they need your coffee.
What makes you different.
There are sort of the what questions what coffees do you have? And then the question is, how do I get to your coffee shop because it’s one of those things that does not appear magically at your house.
Although I would hope you’re not using like Uber Eats taps on drop off coffee, that’d be crazy wasteful.
So you have That sort of six box matrix.
The more in depth a query is a question is, the more likely indicates not only greater thought given to the Korea but also deeper research and deeper content, then it’s going to fit inside of a zero click search, one box search, right? What are your coffee shops hours? That doesn’t require a whole lot of research? Right? Where is your coffee shop? That’s something that Google can provide pretty easily.
Why should I choose organic, sustainable coffee? From fair trade versus, you know, big box coffee? That’s not an as easy an answer.
And if that’s a differentiating factor for you, that’s something that definitely belongs on your website, and is definitely something that you would want to compete for when it comes to search results.
So from a search perspective, from an SEO perspective, you definitely want to Focusing on queries, keywords, phrases, topics, topics, most of all, because of the way Google does natural language processing that can only be served up by you.
Right? The information is too dense, too verbose, too in depth for someone to just get a very quick answer, you still want to have a quick answer data available, especially if it is transactional data like when is your coffee shop open? Do you necessarily care where you whether you get the clicker not for that? No, you want people to find out that you’re open and come over and buy coffee from us as quickly as possible.
The second part, and this is the part that I think should be the defining characteristic for all marketers in 2020 is as best as you can own the relationship to your customer.
So that means two things.
That means one from a technology perspective, focus on the channels that you own.
you own your website.
You own Email, your email list.
And you own private communities that you administer that are not on a social network.
I would lump also text messaging and into email anything where there is not an intermediary between you and the customer.
Those are channels that you own.
You need to own that relationship.
So that’s part one of the strategy part two of the strategy is you have to focus on your brand.
This is something that Brent that Rand also says in his slide deck as well.
branded search is much more indicative of intent than unbranded search.
Coffee shop near me, is pretty much up for grabs, right? Your coffee shop, by name, your product line is something where Yes, competitors may be bidding on those keywords or phrases or terms.
But if somebody is looking for you specifically, they have much stronger intent, right? electric vehicle is one thing looking for a Tesla Model, why is much more indicative like, yes, this person wants this thing by name.
So to the extent that you can invest in and build the brand that people search for, you will do better across all your channels, you’ll do better across social email, search, you name it.
People should know who you are.
When you think about voice, right, these lovely little assistance here.
These things will deliver up just the first search result.
So if somebody is not searching for you by name, and you should be ranking number one for your name, if you’re not, you have a lot of work to do.
But this is how you get to win at Voice Search, right? people search for brand and when you search For a brand, if you’re not number one you should be, it should get you to there should get the consumer to you to your website to your properties to something much, much faster.
So that’s the takeaway here, one on the relationship to build the brand.
That’s your recipe for success in 2020.
That’s your recipe for success, and has been really for a few years now.
But as social networks like Facebook, turn the screws as search engines like Google, turn the screws, you absolutely positively must have these two things in place.
So that’s your focus.
That’s my perspective on rands articles.
He’s not wrong.
He is not wrong at all his data is not wrong.
And it would be who’ve all of us to take those two basic strategies, build the brand and add on the relationship? As always, please leave your comments the comments box below.
Subscribe to the YouTube channel the newsletter, I’ll talk to you soon.
What helps solving your company’s data analytics and digital marketing problems.
This is Trust Insights.
Listen to how we can help you
You might also enjoy:
- Experience TV Episode: AI and Marketers
- Best Practices for Public Speaking Pages
- How to Prioritize Content for SEO Optimization
- Google Analytics 4 or Bust: Lessons from Google Marketing Live 2021
- Google Analytics: A Content Marketing Engagement Test
Want to read more like this from Christopher Penn? Get updates here:
Get your copy of AI For Marketers