Getting Organic Search Traffic is harder to get today. Why?
Organic search results have changed over the last 5 years in Google’s SERP. Organic SEO rankings a decade ago was different.
It was easy to rank in SERP compared to today. What could be the possible reason for that?
More competition or complex algorithms or Google’s ranking factors like page speed, branded searches, etc..
In addition to the above, it is also the changes in the Google’s SERP layout over the years. Let us look at those changes below.
The big difference from 2000 till 2019 has been the changes in the Google’s SERP layout.
The image below highlights the changes in the Ads served by Google in SERP.
Earlier there was clear differentiation between ads and organic results.
In the year 2000 till 2010, the ads were highlighted in yellow background to differentiate from the organic search results. See the image below.
In the year 2014, Google dropped the yellow background and started to highlight the ads with yellow labelled “Ad” box next to the ad results.
Notice, there are ads on the right side of the page as well. How many of you remember the old Google layout? 🙂
Google did major changes in the SERP layout in the year 2017. If you see the image below, you will notice following things;
- The yellow background color changed to green on the ads icon.
- Ads took more space than before.
- Also the ads on the right side are gone.
In the same year, the ad green box was changed to a green outline making the ads less prominent. See the image below. The ads have pushed the organic search results further down.
A quick recap for Google SERP changes for paid ads.
Now let us look at the changes that took place since 2017 and where we are in 2019.
Today, most of the space is taken by the ads above the fold. Organic results have been pushed further down.
The ads blend in the new design making it less prominent in the search results.
A google search listing will have ads, elements from the knowledge graph, featured snippets, map results for local searches, videos, etc..
Featured snippets can drive organic traffic to your website, however, they also provide the user with the answer they are looking for without having to click through to your site.
And then comes the organic SEO results way below the first fold.
These changes were not limited to desktop only. Mobile paid and organic search saw updates too.
Previously, each result started with the page title and then, the site icon and URL. Now in the new design site icons and names are displayed on top of the page title in the
The new design aims to make it easier for users to scan through the results.
The same format is followed in the Advertisement with an icon ‘Ad’ is shown.
You may not believe this? How many organic search results you think Google shows on one page?
10, right?
Well, you are mistaken then, count yourself and see. 😉
Yes, ideally first page should have 10 listings in the organic search results. However, it is not always as often now.
What this means to you for driving organic search traffic to your website?
Is SEO dead? I don’t think so.
It is true, that based on the new layout updates, you will see some changes. However, this means you will have to update your process of doing SEO.
- Users want answers to their questions, with rich snippets they quickly get what they are looking for. This may reduce the organic traffic to your website. To feature your website as rich snippets also has some deciding factors as well.
This means you need to work upon your structured data and SEO. - According to ComScore, 50% of searches will be driven by voice by 2020. This means fewer clicks to your website.
- Google is trying to blend their ad results into the new design so that users click on them more.
You can think of running PPC campaigns in order to drive more website traffic. - 43.9% of the world population is yet to come online.
Conclusion
Relying solely on driving organic SEO traffic to your website shouldn’t be the only thing. You should have an omnichannel marketing strategy.
Sticking to only one channel won’t give you the desired results.
With all the changes made by Google so far doesn’t mean that SEO is dead.
The only real solution is to take an omnichannel marketing approach so that you aren’t relying on any one channel.
What is your view on the changing landscape of Google SERP?
I think that Google is digging its own grave: if any smart start up sniffs at the opportunity available ( providing space for organic search results and less of Ads) and builds up another Search Engine, current online traffic might move to that new search engine for genuinely quality products and services, there will be a new wave online traffic flow !
Completely agree! A new search engine is already around the corner. You may have heard of Duckduckgo.