A recent study found that half of all Google searches are no-click.  Yikes.  Before we jump into panic mode though, let’s take a deeper look.  SEOHost.net COO Terry Cane commented on the finding, sharing that the analyzed data did not include searches taking place in mobile apps, nor did it explain why the searches were terminated.  Did people discover the answers they needed on the results page? Did they decide to further refine their search because they didn’t see what they wanted? It’s impossible to determine. We know one thing though – the study highlights the importance of an effective marketing strategy for all media.

Click-throughs are important.  We all know that. Everyone wants to drive attention and business to their company, and high click-through rates can correlate with higher conversion rates.  But what about the people who don’t want to click-through? We mean people who are looking for information about you and want it easily found on the SERP. Are you creating content with them in mind?

The good news is, this isn’t an either/or option.  You can, and should, create content that draws people to click-through and visit your website, as well as content that answers questions for people right there on the results page.  In light of the study mentioned above, now is a great time to make sure you are effectively marketing for those no-click searches.  

Who are these no-clickers?  They could be someone already familiar with your business looking up an address or hours online.  They could be someone searching for the “best farm-to-table restaurant near me” or the “closest 3-star hotel” or “graphic designers in Baltimore.”  Honestly, they are anyone looking for a quick and easy-to-find answer. To be competitive with these users, you need to make sure your hours, website, address, and products are easily accessible and accurate.

One way to do this is with Google My Business (GMB).  If you aren’t using it, you are missing out.  It is one of the most powerful tools in your marketing arsenal.  It allows users to search for businesses and services near them using Google Search and Maps, making it easier for you to be found both physically and digitally.  You, the business owner, populate your GMB account with the correct vital information (hours, location, photos), giving you more control over what people see when they search for your business.  With the right GMB profile you will help customers learn about your brand and improve your Google ranking. Oh, and did we mention that it’s a free tool?

If you’re interested in learning more, check out the panel at Communicator Summit on Google My Business.  The panel will discuss best practices, top tips, and actionable tools to get you started with GMB as soon as you leave the conference.

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