What opportunities are being deprived of organic search and what solutions can we think of?

All the content in this article is my own opinion (unlikely, except when I am hypnotized) and does not necessarily reflect SEOmoz's opinion.

We rely heavily on Google. But Google has recently made some decisions to make SEO more difficult than before.

What opportunities are being deprived of organic search and what solutions can we think of?

This time let's talk about some worrisome issues. That 's the question of what we can do as SEOs as Google tries to eliminate to buy organic search traffic.

In the 19-19 years since Google's appearance, Google has generated more search volume and more organic traffic every month compared to the previous year – at least on a seasonally adjusted basis. Therefore, it came steadily uphill. Opportunities have always expanded in Google search, but that trend has recently changed with a series of moves.

The reason is not because Google is losing market share or because the search volume of users has decreased. Google is moving to make SEO much more difficult.

Some horrible news

What does it mean to say, “Google is moving to make SEO much more difficult”, for example?

• Heavy use of “answer” box

When a user performs a question-type search, Google does not necessarily return an enhanced snippet (helps with click-throughs) but displays a box that answers the search user's question accurately. This is something Google itself answers directly. Or display a series of results in card form, listing all the possibilities that the user might be looking for.

• Google is more and more aggressively entering the commercial sector, such as job postings, flight information, and products

Searches in all these areas, the main question is should I buy organic traffic and find out what so many already know, have now become considerably less. Look at Expedia, Travelocity, Hotels.com, and Cheap flights. Google is basically saying this, especially when it comes to searching for flights and hotels. Ah, you don't have to click anything else. All the answers you need are here.

• For the first time with seasonally adjusted values, the total number of clicks sent from organic search decreased.

In any case, there is no doubt that this is an unprecedented phenomenon and an alarming problem. The number of clicks sent has decreased. I was quite concerned.

However, it did not decrease significantly. Just a few points down. Compared to 2013, far more clicks have been sent in 2018. Therefore, it does not mean that it was below some standard value. But I'm still worried.

• New SERP with zero search results.

It was the first time we saw it. Google dropped it after it was introduced. But if you search for the time in London or “Lagavulin 16” (whiskey), for example, Google does not show any results, it shows a small box with the time, and possibly some AdWords ads. It was only.

If organic search results go to zero, there's no room left for SEO specialists to optimize.

• Local SERP that makes the website almost useless.

Local SERPs are being modified more and more actively and users no longer need to click on a website. In fact, Google makes websites harder to find on both mobile and desktop local searches.

So if you're looking for a Thai restaurant website that you're interested in, it's frustratingly difficult to find the information you're looking for if you don't see the Google local pack page. Google is expanding the information of local packs and trying to bring it to the forefront in search results.

Possible solutions for marketers

As a result, search marketers need to start thinking seriously about: That's it:

What should we do as Google tries to take up these opportunities?

How can you continue to compete and bring value to your clients and your company?

I think this can be broadly divided into the following three directions.

• Invest in creating demand for brand names and product names bearing brands to overcome the decline in searches that do not specify brand names.
• Increase the number of platforms targeted for optimization.
• Optimize the content that Google displays.

I won't delve into each detail here, but I think we can pursue these three directions to buy website traffic and starting your business name fast on any market.

Let's briefly explain each.

1. Invest in creating demand for brand names and product names bearing brands to overcome the decline in searches that do not specify brand names.

The first option is quite powerful and very nice. It is not only responding to demand for brand names and product names bearing brands, but also investing in demand creation.

Why does it work?

For example, suppose someone with SEO needs is searching for “SEO tools” on Google.

What will appear in Google search results? Articles like "This is an excellent SEO tool" are displayed side by side.

In fact, Google now puts a small box at the top and displays a card-style result list. A carousel with various brands of SEO tools. I think that what is displayed here is not an article that appears on the first page, but an article that appears on the second or third page. So, I don't think Moz is listed here and it's hard to optimize. Google is losing demand there and is also taking away opportunities for click-through rates.

But what happens if someone searches for “Moz” instead of “SEO tools”?

In that case, the above situation does not have to occur. There is no doubt that Moz is displayed at the top. Google won't take the opportunity to appear in search results under our own brand name. Rather, Google recognizes that in the sense of navigation search, it needs to center around the website the user is looking for. So, if the demand for Moz can be increased over other SEO tools, it will have a great effect (by the way, according to Google Trends, the demand for Moz is already about 5-10 times higher than other tools. ). You can do the same with content, targeted social media Traffic, and targeted email marketing. Of course, the search can also generate demand for brand names, not non-brand names.