Google’s new update was aimed at one thing in particular: to also give the smaller pages in the ranking a chance to assert themselves alongside the giants. The changes in the SERPs led to the fact that, for example, only two results of a website are to be displayed in the SERPs. This has devastating consequences for organic traffic.
Since the previous year, Google search organic traffic had fallen by eight percent, according to the “Digital Marketing Report for Q2 2019”. Yahoo had been hit even worse with minus 11% and Bing with minus 26%. Mobile search has been less affected so far. On the contrary, Duckduckgo had performed quite well, with the privacy-friendly search engine posting a 49% gain.
Currently, about 23% of all page visits come from organic search results. The figure seems alarming. The reason for this, he said, is the increasingly paid search results and the detailed information on Google’s results page.
The Merkle study had also been able to confirm that organic traffic from social media sites such as Facebook, Instagram or YouTube also hardly met with any relevance. Companies that advertised with paid ads, on the other hand, were clicked on more frequently. On Amazon, for example, the brands dug deeper into their advertising budgets, but were also able to double their sales as a result.
Companies also invested more in advertising on Facebook in the current annual period. In return, an increase of 25% more impressions could be identified. On Instagram, an increase of over 85% in advertising could be determined. According to Meedia, the winners of these trends are precisely the companies that are raking in the advertising spend.
