The last few weeks have seen some interesting revelations about search results and how Google understands and interprets online content, as well as data on the click-through rates of search result rankings and a new initiative aimed at increasing inclusivity.
Let’s take a look at a few of the biggest SEO stories to hit the news during July.
Over a Quarter of Internet Users Click First Result
A study of billions of search results has revealed that 28.5% of internet users click on the first organic search result when searching on the web. The study was published in July by Sistrix who analyzed more than 80 million keywords and several billion search results. The aim of the study was to understand how users engage with SERPs.
They discovered that the average click-through rate dropped off significantly for results beyond the first rank. The study showed the second ranking result had a 15.7% click-through rate, with the third ranked result falling further to 11%. These were still good results compared to the tenth ranked result, which had a low click-through rate of just 2.5%. Previous studies discovered that results appearing on the second page of Google searches have a click-through rate of less than 1%.
The results of the study by Sistrix shows the importance of high ranking results for any business relying on SEO for traffic.
Extra Structured Data Can Benefit SEO
Google executive John Mueller talked in July about the benefits of using structured data for SEO, particularly those outside Google Developer page recommendations. In a Webmaster Hangout session, Mueller explained that using structured data beyond Google’s developer page recommendations could be beneficial, though he also warned against doing it too much.
He said the benefits of undocumented extra structured data will only benefit a site’s SEO if it helped Google interpret the content more accurately.
Structured data is a standardized format that describes information about a web page to help search engines understand what the web page is about.
Mueller stated that there are a lot of things that Google uses to try to understand a page and its content that they don’t show directly in the search results. Rich results tests focus on items that have or can have direct visible effects, but there are other things – like extra structured data – that go towards helping Google understand the context as well as the content of a particular page.
Google Supports BLM Movement with ‘Black-owned Business’ Attribute
Google revealed at the end of July that a new ‘Black-owned business’ attribute will be shown in local listings in Search and Maps. It is part of multiple initiatives they are introducing to support Black business owners in the wake of the Black Lives Matter movement.
Google revealed they experienced a surge in online searches for Black-owned businesses during the tumultuous last few months. They hope to attract more visibility for Black-owned businesses by distinguishing them in local search results.
The head of Google for Start-ups U.S., Jewel Burks, announced: “With this attribute, our goal is to make Search and Maps more inclusive and help support Black-owned businesses when they need it most.”
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