Between August and November 2017, for the first time in 20 years, Google experienced a drop in organic clicks. This has resulted from Google's efforts to provide the information requested by search rather than to provide links to websites that can provide the requested information or product page. As a result, companies have begun to find it difficult to used SEO to their advantage and seen a decline in click-through traffic generated by Google searches. There are three specific solutions for website owners to counter this disturbing trend.
- Invest in demand generation for your brand + branded product names to leapfrog declines in an unbranded search.
- Optimize for additional platforms – Google & YouTube are great platforms for that.
- Optimize the content that Google shows as local results.
“I think search marketers really need to start thinking about: What do we do as Google is taking away this opportunity.”
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