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Digital Marketing Statistics and Trends [in 2022]



Here’s our most comprehensive list of digital marketing statistics and trends this 2022. 

I’ve made sure that every number provided in this post is current and up-to-date. 

Even if we’re almost halfway through 2022, you can still make use of and incorporate the following data to improve your performance and update your marketing strategies.

SEO Stats 2022

81% of shoppers do their research first online before they purchase. In this case, every important information about your business must be visible online. 

Here are some statistics that will encourage you to optimize your website for search engines now:

  • Google tops its competitors as the most used search engine with an 85.55% market share in Feb. 2022. (Datareportal)
  • Google receives over 102,123 searches per second. (Internet Live Stats)
  • 70% of search users never scroll past the search engine’s second page. (Hubspot)
  • Google Chrome has the highest share of web traffic by browser with 64.06%, followed by Safari at 19.22%. (Datareportal)
  • Google ranks second for a mobile share of 58.1%, while Instagram takes the top spot at 63.3%. (Datareportal)
  • There are over 200 ranking factors used by Google’s search algorithm to rank websites. (Backlinko)
  • 65% of Google searches ended without any click. (
  • Web pages that take 5 seconds to load have an increased bounce rate to 38%. (Website Builder Expert)
  • Web pages with low bounce rates rank higher in search engines. (Backlinko)
  • The average number of words to get to Google’s average first-page search result is 1,440. (Backlinko)

Also Read: Learn SEO: The Complete Guide for Beginners


Over the years, we see more and more content creators, brands, and entrepreneurs jumping on the podcasting bandwagon. The podcast has become a fascinating platform for advertisers as well.

But before you delve into podcast advertising, take this advice from Ahref’s UX Writer, Rebekah Bek:

Quote Card

  • The number of podcast listeners around the world is estimated at around 424 million people (Insider Intelligence)
  • 94% of podcast listeners are multitasking a.k.a. doing household chores, driving, running errands, exercising, etc. This makes these listeners more receptive and engaging. (BBC)
  • 40% of podcast listeners choose to discover new podcast channels via their listening app’s directory. (The Podcast Host)
  • Apple is the most popular podcast directory, with 38.7% of podcast listeners around the world. (BuzzSprout)
  • The top podcast listeners are from North America and the Asia Pacific. (BuzzSprout)
  • Podcast listeners refer to podcast channel descriptions to check what it is about. (The Podcast Host)
  • 45% of podcast listeners have an annual income of $250,000. (Small Biz Genius)
  • 73% listen to the podcast on their smartphones. (Edison Research)
  • 69% of podcast listeners say podcast ads helped them become aware of brands, products, and services. (BuzzSprout)
  • Advertisements read by podcast hosts are 3.5 times more effective than scripted third-party ads. (DigiDay)
  • Millennials and Gen Zs dominate the podcast listener demographic. (PRCA)

Social Media 

There is no denying that social networks have significantly changed the way we do our marketing.

Here are some important figures that will help improve your social media marketing and strategies:

  • YouTube streams 694,00 hours of video per minute. (Statista)
  • The average amount of time internet users spent on social media is 2 hours and 27 minutes per day. (Statista)
  • There are 4.62 billion social media users worldwide in January 2022. (Datareportal)
  • Social media platforms in the Philippines last year 2021 saw an increase in the number of influencers led by Facebook (67.06%), Instagram (37.42%, and YouTube (35.96%). (Datareportal)
  • Number of users per social media platform (early 2022) (Datareportal)
    Facebook- 83.85 million users
    YouTube- 56.50 million users
    Instagram- 18.65 million users
    Tiktok- 35.96 million users
    Facebook messenger- 55.15 million users
    LinkedIn- 11.00 million users
    Snapchat- 10.60 million users
    Twitter- 10.50 million users


  • Facebook Live videos receive 10 times as many comments as regular videos. (99 Firms)
  • Tiktok has approximately 650,000 new users every day or more than 8 new users per second. (DataReportal)
  • 73% of users feel a stronger connection to brands on TikTok than they do on other social media platforms. (Newsroom.TikTok)
  • TikTok has the highest 5.96% engagement rate compared to other social media networks. (Social Insider)
  • Instagram Stories is used by 500 million accounts every day. (Hootsuite)
  • 70% of customers go to Instagram to make their next purchase. (Instagram for Business)
  • In 2022, short-form videos will last an average of 3 minutes and 23 seconds. (ReelnReel)
  • Instagram Reels content receives 22% higher engagement than typical Instagram videos. (EarthWeb)

Also Read: Social Media: A Comprehensive Guide

Mobile Marketing 

More than half of web traffic and two-fifths of email opens come from smart phones or mobile devices. This means your search and email strategies must be aligned with your mobile marketing strategies.

Here are some important data you will need to take note of for your mobile marketing strats:

  • A typical mobile phone user spends 4 hours and 48 minutes per day on average. (Datareportal)
  • There are 3.5 billion smartphone users worldwide. (Website Builder)
  • More than half (53%) of US shoppers prefer to use their mobile device to research deals and offers before buying than speak with an associate in-store about promotions. (Retail Me Not)
  • Social commerce in the Philippines is predicted to expand 30.4 percent each year, reaching US$681.6 million in 2022. (Research and markets)
  • 80% of internet users own a smartphone. (Smart Insights)
  • The global revenue growth of mobile applications is expected to reach $925 billion by 2023. (Digital Examiner)
  • TikTok motivated 67% of its users to purchase even when they weren’t looking to do so. (TikTok Newsroom)
  • 62% of marketers believe that TikTok content creators are the best communicators with their customers. (TikTok Newsroom)
  • Instagram is important to 68% of marketers for influencer marketing initiatives, down from 80% last year. (Influencer Marketing Hub)
  • 37% of consumers are more likely to purchase from a mobile-optimized site. (Website Builder)

Video Marketing

Video marketing is growing because it captivates the audiences’ emotions and stimulates the consumers’ psyche with effective storytelling. 

If you want to invest your time and energy in video marketing, here are some of its important statistics:

  • 96% of users watch explainer videos to learn more about a product or service. (Wyzowl)
  • 59% of executives would rather watch a video than read texts. (Forbes)
  • About 70% of millennials often watch company videos when shopping online. (Animoto)
  • 76% of millennials follow brands on YouTube. (Animoto)
  • YouTube content creators (such as reaction videos, instructional films, and anything of public interest) thrived during the pandemic. (Adobo Magazine)
  • Short-form video marketing will be more prevalent than ever before, with more than 70% of marketers utilizing it. (ReelnReel)
  • Marketers that utilize video generate revenue 49% quicker than those who do not. (WordStream)
  • Companies produce a wide variety of videos. 42% prefer live-action videos, 33% prefer animated videos, and 15% prefer screen recorded videos. (Wyzowl)
  • 60% of YouTube videos are watched on mobile devices. (Inc.)
  • 88% of people would like to see more videos from brands in 2022. (Wyzowl)

If you’re looking to Pay Per Click advertising for your business this year, here are some statistics you might want to keep in mind:

  • 59.7% of search users can’t tell the difference between paid and organic search results. (Varn)
  • Over 50% of paid ad clicks come from mobile. (Web FX)
  • Google, Facebook, and Amazon hold a 64% share of total ad spending. (eMarketer)
  • 33% of search users click on paid ads because they directly answer their search query. (Clutch)
  • Over 90% of mobile search users will likely click on the first two or three search results. (Search Engine Land)
  • 42.7% of internet users around the world use ad blockers. (Backlinko)
  • The top three ads at the top of the first search engine results page get all the clicks at 40%. (Techjury)

User-Generated Content

Many customers turn to user-generated content (UGC) in the form of peer reviews and recommendations before they make a purchase from brands.

  • 92% of consumers around the world trust the reviews and recommendations from friends and family over advertising. (Nielsen)
  • 86% of companies use UGC in their marketing strategy to make them trustworthy.
  • 78% of millennials say they prefer customer photos over professional photos shared by a brand. (Social Media Week)
  • 57% of marketers say their biggest concern when it comes to UGC use is copyright issues. (Social Media Week)
  • 60% of consumers would love brands to tell them what type of UGC to use and create. (State of User-Generated Content)

Source: Nielsen Global Trust in Advertising Survey in 2021

  • 77% of shoppers are more likely to buy from brands that provide a personalized shopping experience. (State of User-Generated Content)
  • 64% of users have used a hashtag or tagged a brand on their social media. 
  • Emails that contain user-generated content increase click-through rates up to 73%. (Salesforce)
  • 48% of customers discover new products through user-generated content on social media feeds. (Taggbox)
  • 78% of Millennials find a photo and video user-generated content extremely helpful when it comes to their purchasing decisions. (BusinessWire)

Metaverse statistics

Metaverse is a shared virtual environment in which users interact via avatars. In other words, it merges reality with the virtual world. Some data you might need to take note of:

  • Metaverse is a network of virtual worlds in 3D that people can connect through Augmented Reality (AR) and Virtual Reality (VR). Some AR and VR games include Minecraft, Roblox, Pokemon, and Fortnite.
  • Virtual reality experts claim that the number of VR users in the US is 57.4 million, while the number of AR users are 90.9 million. (eMarketer)
  • Metaverse’s target audiences include young Millennial to Gen-Z professionals and C-level executives. (Statista)
  • 11.3% of the Metaverse demographics are men, and 8.3% are women. (Statista)
  • 35% of customers will do more shopping online if they can virtually try on a product. (BigCommerce)
  • Virtual influencers are computer-generated characters that have almost been trending at the same rate as real-life influencers. To date, Lilmiquela, a virtual influencer has 3 million followers on Instagram.
  • 35% of respondents have bought a product or service promoted by virtual influencers. (The Influencer Marketing Factory)
  • Many brands are taking virtual and augmented experiences outside mobile phones already. (Smart Brief)

Take a look at Pepsi’s bus-stop campaign on Talon’s YouTube channel:

Pepsi AR bus stop campaign screenshot


Cryptocurrency statistics

Do you want to understand the state of the cryptocurrency market? If you are a crypto enthusiast, here are some figures that you might find interesting to note this year:

  • Market segments for cryptocurrencies include banking, real estate, the stock market, and virtual currencies. Over $500 million of transactions took place in the stock market and the virtual currency sectors in 2019. (Facts and Factors)
  • Vietnam has the highest 28.6% adoption rate of cryptocurrency. (Finder)
  • Bitcoin has gained 136,260% between 2012 to May 2022. (Young and Invested)
  • The price of bitcoin went from $6,000 to $60,000 in 12 months after the pandemic hit in March 2020.
  • More than 14,000 posts related to cryptocurrency appear on Twitter every day. (Reuters)
  • The social media landscape will play a big role in driving traffic to crypto-driven ad content. (The Wise Marketer)
  • Almost 30% of US crypto owners had bought something online with their digital assets last March 2022. (eMarketer)
  • The industry with the highest 26.3% rate of BitPay acceptance is prepaid debit/gift cards. (Statista)
  • 67% of millennials (ages 24-35) like cryptocurrency so much that they prefer it over gold as an investment vehicle. (Finder)
  • In terms of energy use, Bitcoin mining consumes more than Argentina and slightly less than Norway. (BBC)

Influencer Marketing

Influencer marketing just keeps on growing and shows no signs of slowing down. Check out the numbers below:

  • As of 2021, the global influencer marketing market size is at $13.8 billion, growing 711.76% from $1.7 billion in 2016. (Statista)
  • 43% of respondents to a Statista survey in Brazil have bought products because of celebrity or influencer endorsement. China and India followed at 34% and 33% respectively. (Statista)
  • As of July 2021, 75% of internet users in the United Arab Emirates follow one or more social media influencers. This is closely followed by Indonesia and India at 73% and 71% respectively. (Statista)
  • There are between 3.2 million and 37.8 million influencers worldwide on Instagram, YouTube, and TikTok. (EarthWeb)
  • With 49% of sponsored Instagram posts coming from the United States in 2017, it is the world’s leading country for Instagram influencer marketing. (Statista)
  • With 12.71% of TikTok influencers coming from the United States in July 2020, the United States again leads in TikTok influencer marketing. (Statista)
  • Charli D’Amelio has the highest follower count at 140.6 million, followed by Khabane Lame at 138.1 million.
  • Brands spent $603.9 million on YouTube influencer marketing in 2021, with the top spenders being Honey, Express VPN, and GFuel. (Influencer Marketing Hub)
  • India is leading the charge with the biggest YouTube audience size of 467 million as of April 2022. (Statista)
  • 111 million subscribers make PewDiePie the top non-corporate YouTube account as of March 2022. (Statista)

Affiliate Marketing

Affiliate marketing is a type of online marketing in which businesses promote and sell products through third-party publishers. Here are the data you need to know:

  • Global affiliate marketing spending is forecasted to grow to approximately $13 billion this year and $15.7 billion by 2024. (Influencer Marketing Hub)
  • Affiliate marketing spending in the United States is projected to be at $8.2 billion this year, 2022. (Statista)
  • £627 million is projected to be spent on affiliate marketing in the United Kingdom this year. (Statista)
  • Mobile devices drive more than 50% of affiliate-referred traffic. (SaaS Scout)
  • A survey in 2016 by Rakuten found that 80% of advertisers and 84% of publishers had an affiliate program. (Rakuten)
  • Amazon Associates dominates the market with a 21.65% in market share. (Influencer Marketing Hub)
  • The United States is currently leading in Amazon Associates usage with 12,982 websites, closely followed by Germany with 12,595 websites. (SimilarTech)
  • The Amazon Associates website got 2.9 million visits in April 2022, 7.83% less than the 3.1 million in February and March of the same year. (Similarweb)
  • 48.61% of Amazon Associates website’s views came from the United States, with India trailing behind at 6.65% and Pakistan at 5.40%. (Similarweb)
  • The average affiliate link conversion is anywhere from 1% to 10%. (AffiliateWP)

Digital Marketing Trends in 2022 to Watch Out For

Consumer Data Privacy

Apple’s goal with the iOS 14 security update was to ask iPhone users whether they wanted their data collected or to track their browsing habits to help third-party apps display relevant ads.

This move done by Apple prompted many tech companies and Google to make similar changes when it comes to data privacy.

However, Google did say that its move won’t be disruptive; in essence, it will give existing companies at least two years to adapt to Android software’s forthcoming changes.

What this change means for you is that you will need to aim your efforts at persuading your customers in the form of more personalized experiences on their end.

Create genuine relationships with your customers by providing real value and identifying the optimal channel through which you can offer your product or service.

Zero-click searches

The zero-click search claim has created a slight divide between some webmasters and search industry practitioners.

According to Similarweb and Sparktoro, a zero-click result is a search result that does not generate a click-through to a website.

When people usually search for answers online, Google shows an instantaneous answer in the form of featured snippets, Knowledge Panel, and People also ask features.

While Similarweb and Sparktoro have provided well-thought-out research to support the claim, Google’s David Sullivan published a detailed post that overrule the zero-search clicks claim.

Sullivan said Similarweb’s report did not properly account for how people use Google search and that their report was misleading.

As a search industry practitioner myself, I only want to lay emphasis on building your online presence.

And to build your online presence, you still need a website.

If you want to show up on any of Google’s featured snippets, the Knowledge Panel, and People also ask, you need to optimize your website.


1653064968 173 Digital Marketing Statistics and Trends in 2022

And lastly, your ultimate goal is to provide the most relevant content to your web visitors, and to Google.

Want to optimize your website and make your content relevant to people and to Google? Read: Technical SEO: The Complete Guide for Advanced Users (with Checklist)

Short-form videos

In 2013, Vine rose to popularity as its users were allowed to create entertaining 6-second short-form videos. Not long after, many social networks found short-form video content’s potential to captivate their users, including (now TikTok).

Short-form videos have become a crucial part of many social media channels and can be created, posted, and viewed across most platforms by 2016.

Furthermore, short-form videos have played a significant role to gain brand exposure and build customer loyalty.

For brands, posting their recent post on Instagram and Facebook stories can help them reach and engage their customers.

Online gamers are showcasing their expertise in playing specific games by streaming live videos. Streaming live videos attract their audience to buy and play the game.

Even small home-based businesses now do live-selling on different social media and e-comm platforms to interact with their customers.

When considering short-form videos, aim for authenticity. Find and gather data and analytics that will help you create campaigns effectively.

Seamless omnichannel experience

If your business provides consistent and seamless experience to your customers, you’re on the right track. Interacting with your customers across multiple channels has now become the norm.

Customers have now become digital-savvy, so it’s no surprise if they’re looking for seamless shopping experience online. A report done by McKinsey showed that 60 – 70% of consumers are shopping the omnichannel way, with Instagram and Facebook acting as the virtual window shopping platform.

Positive impacts of an integrated omnichannel experience include enhanced customer experiences and higher levels of engagement.

Key Takeaway

I rounded up these digital marketing statistics and trends with the aim of helping out small and medium-sized businesses to either jumpstart or improve their marketing efforts and strategies this 2022.

While this guide required great effort, I enjoyed and learned a lot from it at the same time.

If you have any questions or suggestions on how we can make this guide more all-inclusive, please don’t hesitate to leave a comment below.

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Google Clarifies Organization Merchant Returns Structured Data




Google updates organization structured data for merchant returns

Google quietly updated their organization structured data documentation in order to clarify two points about merchant returns in response to feedback about an ambiguity in the previous version.

Organization Structured Data and Merchant Returns

Google recently expanded their Organization structured data so that it could now accommodate a merchant return policy. The change added support for adding a sitewide merchant return policy.

The original reason for adding this support:

“Adding support for Organization-level return policies

What: Added documentation on how to specify a general return policy for an Organization as a whole.

Why: This makes it easier to define and maintain general return policies for an entire site.”

However that change left unanswered about what will happen if a site has a sitewide return policy but also has a different policy for individual products.

The clarification applies for the specific scenario of when a site uses both a sitewide return policy in their structured data and another one for specific products.

What Takes Precedence?

What happens if a merchant uses both a sitewide and product return structured data? Google’s new documentation states that Google will ignore the sitewide product return policy in favor of a more granular product-level policy in the structured data.

The clarification states:

“If you choose to provide both organization-level and product-level return policy markup, Google defaults to the product-level return policy markup.”

Change Reflected Elsewhere

Google also updated the documentation to reflect the scenario of the use of two levels of merchant return policies in another section that discusses whether structured data or merchant feed data takes precedence. There is no change to the policy, merchant center data still takes precedence.

This is the old documentation:

“If you choose to use both markup and settings in Merchant Center, Google will only use the information provided in Merchant Center for any products submitted in your Merchant Center product feeds, including automated feeds.”

This is the same section but updated with additional wording:

“If you choose to use both markup (whether at the organization-level or product-level, or both) and settings in Merchant Center, Google will only use the information provided in Merchant Center for any products submitted in your Merchant Center product feeds, including automated feeds.”

Read the newly updated Organization structured data documentation:

Organization (Organization) structured data – MerchantReturnPolicy

Featured Image by Shutterstock/sutlafk

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What Is It & How To Write It




What Is It & How To Write It

In this guide, you will learn about alternative text (known as alt text): what it is, why it is important for on-page SEO, how to use it correctly, and more.

It’s often overlooked, but every image on your website should have alt text. More information is better, and translating visual information into text is important for search engine bots attempting to understand your website and users with screen readers.

Alt text is one more source of information that relates ideas and content together on your website.

This practical and to-the-point guide contains tips and advice you can immediately use to improve your website’s image SEO and accessibility.

What Is Alt Text?

Alternative text (or alt text) – also known as the alt attribute or the alt tag (which is not technically correct because it is not a tag) – is simply a piece of text that describes the image in the HTML code.

What Are The Uses Of Alt Text?

The original function of alt text was simply to describe an image that could not be loaded.

Many years ago, when the internet was much slower, alt text would help you know the content of an image that was too heavy to be loaded in your browser.

Today, images rarely fail to load – but if they do, then it is the alt text you will see in place of an image.

Screenshot from Search Engine Journal, May 2024

Alt text also helps search engine bots understand the image’s content and context.

More importantly, alt text is critical for accessibility and for people using screen readers:

  • Alt text helps people with disabilities (for example, using screen readers) learn about the image’s content.

Of course, like every element of SEO, it is often misused or, in some cases, even abused.

Let’s now take a closer look at why alt text is important.

Why Alt Text Is Important

The web and websites are a very visual experience. It is hard to find a website without images or graphic elements.

That’s why alt text is very important.

Alt text helps translate the image’s content into words, thus making the image accessible to a wider audience, including people with disabilities and search engine bots that are not clever enough yet to fully understand every image, its context, and its meaning.

Why Alt Text Is Important For SEO

Alt text is an important element of on-page SEO optimization.

Proper alt text optimization makes your website stand a better chance of ranking in Google image searches.

Yes, alt text is a ranking factor for Google image search.

Depending on your website’s niche and specificity, Google image search traffic may play a huge role in your website’s overall success.

For example, in the case of ecommerce websites, users very often start their search for products with a Google image search instead of typing the product name into the standard Google search.

Screenshot from search for [Garmin forerunner]Screenshot from search for [Garmin forerunner], May 2024

Google and other search engines may display fewer product images (or not display them at all) if you fail to take care of their alt text optimization.

Without proper image optimization, you may lose a lot of potential traffic and customers.

Why Alt Text Is Important For Accessibility

Visibility in Google image search is very important, but there is an even more important consideration: Accessibility.

Fortunately, in recent years, more focus has been placed on accessibility (i.e., making the web accessible to everyone, including people with disabilities and/or using screen readers).

Suppose the alt text of your images actually describes their content instead of, for example, stuffing keywords. In that case, you are helping people who cannot see this image better understand it and the content of the entire web page.

Let’s say one of your web pages is an SEO audit guide that contains screenshots from various crawling tools.

Would it not be better to describe the content of each screenshot instead of placing the same alt text of “SEO audit” into every image?

Let’s take a look at a few examples.

Alt Text Examples

Finding many good and bad examples of alt text is not difficult. Let me show you a few, sticking to the above example with an SEO audit guide.

Good Alt Text Examples

So, our example SEO guide contains screenshots from tools such as Google Search Console and Screaming Frog.

Some good examples of alt text may include:


Tip: It is also a good idea to take care of the name of your file. Using descriptive file names is not a ranking factor, but I recommend this as a good SEO practice.

Bad And/Or Spammy Alt Text Examples

I’ve also seen many examples of bad alt text use, including keyword stuffing or spamming.

Here is how you can turn the above good examples into bad examples:

”google search console coverage report

As you can see, the above examples do not provide any information on what these images actually show.

You can also find examples and even more image SEO tips on Google Search Central.

Common Alt Text Mistakes

Stuffing keywords in the alt text is not the only mistake you can make.

Here are a few examples of common alt text mistakes:

  • Failure to use the alt text or using empty alt text.
  • Using the same alt text for different images.
  • Using very general alt text that does not actually describe the image. For example, using the alt text of “dog” on the photo of a dog instead of describing the dog in more detail, its color, what it is doing, what breed it is, etc.
  • Automatically using the name of the file as the alt text – which may lead to very unfriendly alt text, such as “googlesearchconsole,” “google-search-console,” or “photo2323,” depending on the name of the file.

Alt Text Writing Tips

And finally, here are the tips on how to write correct alt text so that it actually fulfills its purpose:

  • Do not stuff keywords into the alt text. Doing so will not help your web page rank for these keywords.
  • Describe the image in detail, but still keep it relatively short. Avoid adding multiple sentences to the alt text.
  • Use your target keywords, but in a natural way, as part of the image’s description. If your target keyword does not fit into the image’s description, don’t use it.
  • Don’t use text on images. All text should be added in the form of HTML code.
  • Don’t write, “this is an image of.” Google and users know that this is an image. Just describe its content.
  • Make sure you can visualize the image’s content by just reading its alt text. That is the best exercise to make sure your alt text is OK.

How To Troubleshoot Image Alt Text

Now you know all the best practices and common mistakes of alt text. But how do you check what’s in the alt text of the images of a website?

You can analyze the alt text in the following ways:

Inspecting an element (right-click and select Inspect when hovering over an image) is a good way to check if a given image has alt text.

However, if you want to check that in bulk, I recommend one of the below two methods.

Install Web Developer Chrome extension.

Screenshot of Web Developer Extension in Chrome by authorScreenshot from Web Developer Extension, Chrome by author, May 2024

Next, open the page whose images you want to audit.

Click on Web Developer and navigate to Images > Display Alt Attributes. This way, you can see the content of the alt text of all images on a given web page.

The alt text of images is shown on the page.Screenshot from Web Developer Extension, Chrome by author, May 2024

How To Find And Fix Missing Alt Text

To check the alt text of the images of the entire website, use a crawler like Screaming Frog or Sitebulb.

Crawl the site, navigate to the image report, and review the alt text of all website images, as shown in the video guide below.

You can also export only images that have missing alt text and start fixing those issues.

Alt Text May Not Seem Like A Priority, But It’s Important

Every source of information about your content has value. Whether it’s for vision-impaired users or bots, alt text helps contextualize the images on your website.

While it’s only a ranking factor for image search, everything you do to help search engines understand your website can potentially help deliver more accurate results. Demonstrating a commitment to accessibility is also a critical component of modern digital marketing.


What is the purpose of alt text in HTML?

Alternative text, or alt text, serves two main purposes in HTML. Its primary function is to provide a textual description of an image if it cannot be displayed. This text can help users understand the image content when technical issues prevent it from loading or if they use a screen reader due to visual impairments. Additionally, alt text aids search engine bots in understanding the image’s subject matter, which is critical for SEO, as indexing images correctly can enhance a website’s visibility in search results.

Can alt text improve website accessibility?

Yes, alt text is vital for website accessibility. It translates visual information into descriptive text that can be read by screen readers used by users with visual impairments. By accurately describing images, alt text ensures that all users, regardless of disability, can understand the content of a web page, making the web more inclusive and accessible to everyone.

More resources: 

Featured Image: BestForBest/Shutterstock

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Google Dials Back AI Overviews In Search Results, Study Finds




Photo of a mobile device in mans hand with generative google AI Overview on the screen.

According to new research, Google’s AI-generated overviews have undergone significant adjustments since the initial rollout.

The study from SE Ranking analyzed 100,000 keywords and found Google has greatly reduced the frequency of AI overviews.

However, when they appear, they’re more detailed than they were previously.

The study digs into which topics and industries are more likely to get an AI overview. It also looks at how the AI snippets interact with other search features like featured snippets and ads.

Here’s an overview of the findings and what they mean for your SEO efforts.

Declining Frequency Of AI Overviews

In contrast to pre-rollout figures, 8% of the examined searches now trigger an AI Overview.

This represents a 52% drop compared to January levels.

Yevheniia Khromova, the study’s author, believes this means Google is taking a more measured approach, stating:

“The sharp decrease in AI Overview presence likely reflects Google’s efforts to boost the accuracy and trustworthiness of AI-generated answers.”

Longer AI Overviews

Although the frequency of AI overviews has decreased, the ones that do appear provide more detailed information.

The average length of the text has grown by nearly 25% to around 4,342 characters.

In another notable change, AI overviews now link to fewer sources on average – usually just four links after expanding the snippet.

However, 84% still include at least one domain from that query’s top 10 organic search results.

Niche Dynamics & Ranking Factors

The chances of getting an AI overview vary across different industries.

Searches related to relationships, food and beverages, and technology were most likely to trigger AI overviews.

Sensitive areas like healthcare, legal, and news had a low rate of showing AI summaries, less than 1%.

Longer search queries with ten words were more likely to generate an AI overview, with a 19% rate indicating that AI summaries are more useful for complex information needs.

Search terms with lower search volumes and lower cost-per-click were more likely to display AI summaries.

Other Characteristics Of AI Overviews

The research reveals that 45% of AI overviews appear alongside featured snippets, often sourced from the exact domains.

Around 87% of AI overviews now coexist with ads, compared to 73% previously, a statistic that could increase competition for advertising space.

What Does This Mean?

SE Ranking’s research on AI overviews has several implications:

  1. Reduced Risk Of Traffic Losses: Fewer searches trigger AI Overviews that directly answer queries, making organic listings less likely to be demoted or receive less traffic.
  2. Most Impacted Niches: AI overviews appear more in relationships, food, and technology niches. Publishers in these sectors should pay closer attention to Google’s AI overview strategy.
  3. Long-form & In-Depth Content Essential: As AI snippets become longer, companies may need to create more comprehensive content beyond what the overviews cover.

Looking Ahead

While the number of AI overviews has decreased recently, we can’t assume this trend will continue.

AI overviews will undoubtedly continue to transform over time.

It’s crucial to monitor developments closely, try different methods of dealing with them, and adjust game plans as needed.

Featured Image: DIA TV/Shutterstock

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