The year 2020 will go down in history as perhaps one of the most transformative events, not only for the globe but for the digital sphere too. Especially when it comes to digital marketing. The COVID-19 pandemic urged businesses to rethink their more “traditional” marketing methods, and pivot to a social distancing-friendly selling approach. Many have turned to paid advertising, with the likes of paid social media and Pay-Per-Click PPC ads. One undiscovered gem for many brands, however, is Search Engine Optimisation (SEO).
A Databox survey revealed that 70% of marketers say that SEO is more effective at driving sales than PPC. What’s more, is that a HubSpot Research report stated that 57% of B2B marketers agreed that it generates more leads than any other marketing effort.
Since SEO is a far more crucial aspect of digital marketing than most people know, we’ve compiled a list of the most exciting SEO statistics and how they apply to marketing your business in 2021 and beyond.
Top Insights From 2020’s SEO Statistics
Google’s Popularity Persists
It comes as no surprise that Google has been dominating the global search engine market throughout the years. According to a Statista report – as of 2020, Google accounts for more than 88.14% of total desktop market share, followed by Bing at 6.18%, Yahoo 2.51%, Baidu 0.59%, and Yandex RU 0.26%.
It goes without saying then that optimising your content for the world’s beloved search engine giant would be the most effective SEO strategy. Keeping Google’s rules in mind when creating SEO content would do your brand some good, which brings us to the next point.
Google’s Catch 200
Google uses over 200 factors in their algorithm for ranking websites. For the most part, the algorithm will remain a mystery to us mere mortals. However, we do know many of the ranking factors based on what Google has disclosed to us officially, as well as what’s been figured out through experimentation. Either way, the Google algorithm is as intricate as they come. Aspects such as site-level factors, backlink factors, user interaction, and even special Google algorithm rules are all contributing factors that determine how your website ranks in the results pages.
Backlinko compiled a comprehensive list of the factors which can be found here, and while these factors may evolve, the core traits Google aims to review on a website through them, remain the same: trustworthiness, performance, and quality.
Taking into consideration Google’s complex algorithm factors, and the importance of ranking well in the results pages – the significance of implementing a robust SEO strategy is dually amplified.
Read up here on the benefits of hiring an SEO agency.
Page #1 Is Second To None
They say the best place to hide a dead body is in the second page of Google’s search results pages – or the third, or fourth, or. . . You get the picture. In fact, HubSpot’s research says that 75% of people never scroll past the first page of Search Engine’s Results Pages (SERPs). So, if your website isn’t highly visible – featuring in the top results – then you likely won’t get leads.
But organic reach is always better. Since 70-80% of users ignore paid ads, and choose to focus on the organic results instead. This means that it would do your brand better to invest in SEO methods such as engaging keyword-rich articles, as opposed to spending money on featuring your website as an ad.
Mobile Devices Are In The Major Leagues
Mobile is now a crucial component of Search Engine Optimisation. As of 2019, mobile devices – excluding tablets – accounted for about half of all website traffic worldwide. In the same year, Google implemented mobile-first indexing, which means the search engine primarily checks the mobile version of a website and will rank your website based on its mobile performance.
Consumers also have high expectations when it comes to their user experience on your site from a mobile device. According to research from Think With Google, 40% of mobile website visitors will leave your website if it takes more than 3 seconds to load. This statistic signifies that websites which aren’t optimised for mobile are placing themselves in a disadvantaged position – both figuratively and literally within the search engine rankings.
A good SEO specialist will prioritise mobile optimisation from the outset since mobile-friendliness will significantly and directly impact your rankings.
Local SEO is Lekker
(lekker: South African slang for nice)
People often think of the internet within a “worldwide” web context – focusing on its global nature. When in reality, most people use search engines to find localised goods and services. Local SEO is essential and it’s evolving.
At one point in time, it was impossible to outrank major national brands in search results. But then in 2014, Google gave local businesses a fighting chance against the more prominent players in the SEO sphere with their Pigeon update.
The first version of the search engine’s update allowed businesses to compete for search engine rankings on a local level. Simply put, Google started to give a ranking boost to companies close to the searcher in location-specific searches. For example: “digital marketing agency near me” or “digital marketing agency Cape Town”.
According to 99Firms, 97% of consumers search online for a local business, and each month Internet users visit 1.5 billion locations related to their Google searches. Not only that, 67% of consumers prefer companies that customise their ads and content to their location.
Brands need to take note of these metrics since a targeted local SEO strategy could be the answer to significant conversions.
In a Nutshell . . .
Search Engine Optimisation is essential to a well-rounded digital marketing approach, in fact – some marketers swear by it. No matter your industry or target market, your brand will benefit from implementing SEO into your marketing strategy.
If your website isn’t mobile-friendly, it’s time for a new website.
Every local business needs to optimise their website for local search results.
But by and large, generating quality content will always secure higher rankings – since it encourages internet users to engage; content like this ultimately performs better compared to generic spun content.
SEO may seem like tricky business but partnering with a digital marketing agency that offers SEO services will ensure that your brand comes out on top – literally! Get in touch with Vancula Agency today to receive your free SEO audit and chat to us about our SEO solutions.