【Less than Half of Google Searches Now Result in a Click】
Rand Fishkin - the co-founder of MOZ and SparkToro released an interesting study this month outing Google and their efforts on walling off the search engine for their own. Since June 2019, only 40.42% of all Google searches now results in a click to web properties not owned by Alphabet Inc, the rest is split between zero-click searches (49.76%), Alphabet owned properties (5.98%), and paid clicks (3.83%).
It’s not doomsday for everyone just yet, but if you want to increase the survival rate of your startup under the Google overlord, here are some suggestions I’ve picked out through the ongoing discussion within the SEO (Search Engine Optimization) and Marketing community:
1. [On-SERP (Search Engine Results Page) SEO]
Optimize your Search Results ranking on the most valuable keywords, make sure your Site Title and Meta Description carries your brand/marketing message on the Search Results page. You are still able to influence these potential customers by showing up on important keywords even without them going to your site.
2. [Find New Marketing Channels]
The first banner ad debuted on HotWired in 1994 with a CTR (click through rate) of 78%, CTR for Facebook ads on the other hand now averages around 0.90%. Overtime almost all marketing channels will get less effective and your CTR will gradually head towards 0. From flyers to mail, email, SMS, banner/display ads, Messenger, Youtube, Instagram, and all the way to TikTok. You will need to actively try out new marketing channels to combat the “Law of Shitty Clickthroughs” (coined by Andrew Chen from a16z).
3. [Offline Marketing Channels]
Much like the Online to Offline trend we observed in recent years, your marketing efforts deserves to have some offline presence too! Whether is hosting workshops, seminars, speaking events, or even building a community, you would be surprised at how well these offline efforts convert to paying customers.
4. [Optimize Your Presence on Alphabet Properties]
Lastly, this means playing Google’s game of “help me, help you”. With 94% Search Engine market share in most of the the world - excluding China and Russia, one sure way to leverage Google and make the most of this situation is to optimize your content and presence across all their channels (Youtube, Maps, AMP, Images, Knowledge Panels, etc).
- Jack An
Analyst, AppWorks
*Picture from SparkToro
「banner display ads」的推薦目錄:
banner display ads 在 AppWorks Facebook 的精選貼文
[歡迎參加!] 12/14 (Fri) 6pm: Meet with AI Startup Female Founders: AppWorks PechaKucha Night
你知道有超多優秀的 AI 女性創業家是從 AppWorks 加速器畢業的嗎?想了解她們在 AI 世界如何一步一腳印闖出自己一片天?我們邀請到 AppWorks Accelerator 傑出的女性創業校友們以 Pecha Kucha 的分享形式快速精實的帶你了解她們的創業歷程。歡迎對 AI 創業有興趣的女生/男生都來參加!
[Agenda]
18:00 - 18:30 報到 + 餐敘
18:30 - 19:30 AI Startup 女性扛壩子分享
19:30 - 20:00 Panel Talk
20:00 - 21:00 會後交流
- Alyssa Chen, Analyst / Head of Accelerator
[Meet the #Girlboss: Jennifer Chen, Co-founder & CEO of dipp]
Jennifer is the Co-founder and CEO of dipp, an AI-enabled SaaS platform that automates the creation of social media content and display banner ads. Massimo by dipp assists brands, big or small, from eCommerce, tourism to advertising professionals in Taiwan, USA, and East Africa,
With over 10 years of experience in the creative industry, Jennifer’s work sits at the intersection of digital media and business development. She has provided product and marketing strategy for brands located in USA, Turkey, Thailand, and China. Notable clients include Citibank, Hilton Honors, JPMorgan Chase, and Penguin Random House.
More about Jennifer: https://www.linkedin.com/in/jensychen
More about dipp: https://withdipp.com
[Calling AI startup founder!]
AW#18 is taking applications now. Final round deadline is on Jan 2. Apply NOW: http://bit.ly/2BU2V7r