Connect with us

SEO

Zero click search: the new consumer comfort zone

Published

on

Zero click search: the new consumer comfort zone


30-second summary:

  • Zero click search presents advertisers with the opportunity to pro-long budgets during periods when the paid search landscape is hypercompetitive
  • Brands can cash in on zero click searches for the organic element of their overall search strategy to gain visibility and drive conversions
  • Barilla Group’s global digital & search marketing manager, Nitin Manhar Dhamelia advises on zero click search optimization and measurement

Historic context

Back in 1998 when Google was founded, it served 10,000 searches per day and by 2012 it was 3,500,000,000 searches per day.​ And in 2021, search volumes continue to explode with Google serving around 5,600,000,000 searches globally per day.​

Its success in becoming a transitive verb was borne when Google tasked itself with bringing order to the chaos of the world’s knowledge. It knew that to achieve this magnitude of top-of-mind awareness, the key would be to create a window to the web that was inclusive, accessible, and easy to understand for the general population; it knew that inclusivity would accelerate adoption. Even today, the search giant is always working on improving the consumers’ search experience and 2021 saw several key algorithm updates roll out – passage ranking, page experience, page titles, MUM, mobile-first indexing, and more.

Not too far ahead in the future, Google is going to make it even easier for consumers to access information about brands.​ But why?

Micro funnels

Because people visit Google in key decision-making moments along the buyer journey – essentially, each Search session can be deemed a micro funnel. In fact, after the pandemic, there is no undoing the great reset. Nearly, 15 percent of Google search queries Google attended were first of their kind. And 81 percent of consumers discovered new brands online during the pandemic.

“There isn’t a world where people revert back to their 2019 behaviours, and part of that is now a part of their comfort zones.” – Corie Barry, CEO, Best Buy

Google’s own recent retail report identified four key consumer insights:

Advertisement
  1. Dynamic demand: People’s buying patterns will continue to change in response to unpredictable times
  2. Digital inspiration: People will use the internet to be inspired
  3. Convenience: People will prioritize convenience while shopping
  4. Supportive spending: People will be more mindful of how and where they spend their dollars with “values” playing a major influencer

Even though less favored by advertisers, zero click searches are pockets of opportunity for brands to focus on as part of their branded search strategy.

With great power comes great responsibility

With its always-on innovation focus, Google is constantly expected to eclipse itself (for the better) and the way it aims to achieve that is by presenting information in ever more easy-to-digest consumer-friendly formats.​

Its solution? Bringing convenience and comfort to their searcher’s online journey with zero click search. This means redesigning the search experience to align with a lucid consumer journey, which in some cases implies that – the journey both starts and ends in Google, and without a single click in the search results:

Squid Game Google zero click search

In terms of how this translates into volumes of searches, take a look at the data from an industry study below:

Zero click search data

What does this mean for brands?

In my own research the split of traffic between the core search marketing channels for a keyword that has a “need” intent, calculates to:

  • Paid: 6.5 percent
  • Organic (above the fold): 31.5 percent
  • Organic (below the fold): two percent
  • Zero Click Searches: 60 percent

Extraordinarily, the last number isn’t too far off an original 2020 study that was made of a sample size that is far greater than most brand marketers might have immediate access to.

However, when smaller, localized in-house studies surface very similar results it drives the conversation forward into where we need to focus a proportion of our overall search budgets: creating data-driven content that contributes to adding value and top-of-mind awareness (TOMA) to consumers.

Tips for brands to optimize and measure zero click search

The people also ask (PAA) feature in Google (essentially website content derived FAQs in Search results) are around six times more likely to appear in a search results page versus featured snippets.  And therefore, PAA should not be underestimated as a branding tool. So the first tip is to create editorial content that resides on your website and optimize for PAA – using long-tail search data.

And the second tip is to optimize your content for featured snippets across brand and partner websites – your keyword traffic or search traffic insights could help prioritize this activity internally.

Another interesting insight that stood out was – regardless of the industry, most “big” brands will trigger a PAA.

Advertisement

PAA box visibility stats

Measuring zero-click performance

Gauging the impact of zero click search remains a frequently asked question itself and a continued enigma that has hampered brands from focusing on this highly important search facet. These are some valuable avenues for search marketers to track the zero click search features’ performance:

1. Understand relativity

Understand the relationship between impression volume and average ranking for a target keyword(s) in the Google search console to create insights into where branded content can trigger a zero click search result.

2. Track soft metrics

This is where the soft metric shines – so by focusing on zero click SERP features for brand vs competitor domains, it’s possible to create an index to track the outcomes and evolution of a soft metric such as ‘share of intent’. This will help you grow product or service awareness/consideration via the zero click search element of your Search Strategy.

Piecing all this information and tailoring it to your brand will positively add a new dimension to your search marketing strategy.


Nitin Manhar Dhamelia is the global digital & search marketing manager at Barilla Group. Nitin has a 15-year track record of global B2B/B2C team management, governance, commercial experience, across Americas, EMEA, APAC.

Subscribe to the Search Engine Watch newsletter for insights on SEO, the search landscape, search marketing, digital marketing, leadership, podcasts, and more.

Join the conversation with us on LinkedIn and Twitter.

Advertisement





Source link

SEO

Google Settles Consumer Privacy Lawsuit For $85 Million

Published

on

Google Settles Consumer Privacy Lawsuit For $85 Million

Google parent company Alphabet Inc. will pay $85 million to end a consumer privacy lawsuit filed by the state of Arizona.

The suit, which was filed in May 2020, alleged the search engine violated the state’s Consumer Fraud Act and misled internet users about its use of location data and data collection practices. It accused Google of continuing to track user location without consent in order to increase ad revenue, even after users had turned off location history in settings.

Arizona Attorney General Mark Brnovich’s office began investigating Google’s location data collection practices following a 2018 Associated Press story that revealed how the search engine company tracks user movements.

“When I was elected attorney general, I promised Arizonans I would fight for them and hold everyone, including corporations like Google, accountable,” Brnovich said in a press release. “I am proud of this historic settlement that proves no entity, not even big tech companies, is above the law.”

The settlement includes $77,250,000 paid to Arizona’s general fund and another $7,750,000 to the outside counsel of the attorney general’s office. The bulk of the settlement will be used by the Arizona legislature to fund education, broadband and internet privacy efforts and purposes.

Under the terms of the settlement, Google will not have to admit to any wrongdoing or violation of laws.

Google Argued Suit Was Based On Outdated Policies Changed Years Ago

In its defense, Google claimed Arizona’s lawsuit was based on outdated policies that are no longer in use.

Advertisement

“We provide straightforward controls and auto delete options for location data, and are always working to minimize the data we collect,” Google spokesman Jose Castañeda said in a statement. “We are pleased to have this matter resolved and will continue to focus our attention on providing useful products for our users.”

In 2021, ad revenue accounted for 81% ($209.5 billion) of Google’s $257.6 billion earnings. Much of this is generated by collecting user data, with or without express consent and/or knowledge.

If, as Google claims, the lawsuit is based on policies no longer in practice, this settlement should not significantly impact those earnings.

The search engine giant previously attempted to have the case dismissed, arguing that state consumer protection laws require alleged fraud to be connected to a sale or advertisement. A judge denied this request in January.

Google Facing A Number Of Similar Suits

This Arizona case is just one of several privacy-violation lawsuits Google is facing. Similar complaints have been filed by a group of state attorneys general, including Indiana, Texas and the District of Columbia, over location data in their respective state courts.

In January 2022, a California U.S. District Judge threw out two of five claims in a class action lawsuit that accused Google of collecting app data from Android users in a similar manner to those outlined by the Arizona Attorney General. Alphabet Inc. did not seek to have the three other claims dismissed.

window.addEventListener( 'load2', function() {

if( sopp != 'yes' && addtl_consent != '1~' && !ss_u ){

!function(f,b,e,v,n,t,s) {if(f.fbq)return;n=f.fbq=function(){n.callMethod? n.callMethod.apply(n,arguments):n.queue.push(arguments)}; if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0'; n.queue=[];t=b.createElement(e);t.async=!0; t.src=v;s=b.getElementsByTagName(e)[0]; s.parentNode.insertBefore(t,s)}(window,document,'script', 'https://connect.facebook.net/en_US/fbevents.js');

if( typeof sopp !== "undefined" && sopp === 'yes' ){ fbq('dataProcessingOptions', ['LDU'], 1, 1000); }else{ fbq('dataProcessingOptions', []); }

fbq('init', '1321385257908563');

fbq('track', 'PageView');

fbq('trackSingle', '1321385257908563', 'ViewContent', { content_name: 'google-settles-consumer-privacy-lawsuit-for-85-million', content_category: 'news' }); } });



Source link

Advertisement
Continue Reading

DON'T MISS ANY IMPORTANT NEWS!
Subscribe To our Newsletter
We promise not to spam you. Unsubscribe at any time.
Invalid email address

Trending

en_USEnglish