what’s your future in a world with out clicks?

More than half of the queries are no longer clicked, which is a phenomenon that intensifies when we consider only mobile devices. Has the world of SEO become a world without clicks?

If SEO has always been and will remain at the heart of the acquisition strategy of many brands, this lever has evolved significantly in recent years, making analysis more complex for marketing departments. Has the world of SEO become a world without clicks?

It is clear that more than half of the requests are no longer clicked, which is a phenomenon that intensifies when we consider only mobile.

SEO is dead, long live SEO!

Does this lead to the end of SEO traffic? The answer is obviously no, but this lever has only adapted to the evolution of Internet user research. Indeed, this one doesn’t want to click anymore and wants a clear and quick answer. Has the internet user become lazy? Yes, and the question of the brand is to answer it. Faced with this evolution, the engines have multiplied their proposed answers: multiplication of formats, some will click on others will not, and this is an opportunity if we know how to adapt to it.

Darwinism in SEO?

In light of this evolution, SEO no longer remains limited to its initial “traffic at all costs” goals. SEO has matured and its winning formula has now changed. To address this, brands have two main strategies available. From a pure traffic strategy, it is now necessary to develop a presence strategy. What is the big difference between these two strategies?

One will take you to a “traffic at all costs” strategy focusing only on traffic words. So you will dangerously miss many expectations from your potential customers. Historic, comfortable, even soothing, but above all dangerous. If you don’t talk to your potential customers anymore, you will eventually lose them.

The second strategy is finer and more complete: define all the answers your potential customers are looking for, some will click, others will not. This is a new agreement and instead of rejecting it, it can turn into a real strategic opportunity. This is called a presence strategy and its challenge goes beyond the click: it involves traffic, of course, but also notoriety and security for the brand.

Unlike the first strategy, this one has a much more future, and thus your brand.

It’s up to you: make Google your best friend or worst enemy

It’s an interesting choice that deserves consideration because it ultimately boils down to answering the following question: can I afford not to be present with 80% of my potential customers … because 80% of searches start with machines. Answering negative means making Google your ally. Its goal remains the same as yours: to satisfy Internet users. And he, on this lever, knows how to do it.

In addition to words, we need to act (quickly) and implement this presence strategy. But act quickly and on what?

Do you have positions 0 (Holy Grail), that format that incorporates the answer into the result? If so, congratulations, you are taking up space, working on your authority and your notoriety. If not .. goodbye voice search and tomorrow’s world.

And “People ask too” (we’ll call them second place 0 for simplicity). Enough? You might bet on everything, and rightly so, on the synergy of SEO-SEA; it is a very good choice for recording notoriety and traffic. But that will not be enough to answer everyone. You will also need these well-known and important “Rich Snippets” which, among other things, allow you to respond to local searches (more than 50% of searches, this should not be ignored!).

And there are all these emerging formats, full of the future, very modern and that allow you to “rank faster”: videos, podcasts, … but you don’t have to show up fast either.

In conclusion, SEO continues to properly manage its original role, the role of generating traffic to your website. But now it has been given additional goals that have become major, actively participating in notoriety and brand persuasion.

Google therefore offers you its ability to develop solutions that are ultimately for your regular customers. They will remain Google, it is up to you to choose whether they will remain yours.

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