Brighton SEO July 2021 Presentation

This document discusses a study that found that almost 60% of people have no idea which links on Google search results pages are paid ads. Only 6% realize they are ads and click on them, while 35% know they are ads but do not click. The ability to recognize ads has remained relatively static since 2017 and may depend on a person's age. The document recommends using both SEO and paid search (Google Ads) together for the best chance of driving traffic.

Transcript

2. To Click or not to Click? That is the Question Tom Vaughton, Varn brightonSEO.
3. Me in 1999
4. We are a specialist search marketing and analytics team, passionate about working help businesses perform better online.
5. In 2020, Google’s ad revenue amounted to $146.92 billion/ 81% of Google’s total revenue.
6. “Google’s first responsibility is to provide Search users with the most relevant possible results. If businesses were able to pay for higher rankings in the search results, users wouldn’t be getting the information they’re looking for.” Google states:
7. BUT do users actually know if it’s an ad that appears in their search results?
8. Who actually recognises a Google Ad when they search? We were curious:
9. “Do you know which links on the Google search results page are paid adverts?” We asked 1001 people the question:
10. This is what we found…
11. Do you know which links on the Google search results page are paid adverts? 59% Almost 60% of people have no idea it’s an advert
12. 59% 35% 6% For those 35% who do know it’s advert they DON’T click Do you know which links on the Google search results page are paid adverts?
13. 35% Only 6% do realise they are ads & click! Do you know which links on the Google search results page are paid adverts?
14. Do you know which links on the Google search results page are paid adverts? 14
15. Has the ability to recognise an ad changed over time? Almost 60% of people have no idea it’s an advert This has been relatively static since 2017
16. How have the Ads changed over time?
17. Spot the difference Organic Advert
18. Screen resolution: 2880x1800 (high retina)
19. Screen resolution: 2880x1800 (high retina)
20. Is the ability to recognise Google Ads influenced by how old you are? So why does this matter?
21. So you probably need hybrid model. Organic search + paid
22. Approx. 53% of all website traffic comes from organic search. Approx. 27% of all website traffic comes from paid search. 53% 27% Source of stats: highervisibility.com So you probably need hybrid model. Organic search + paid
23. Let’s ask Google? “Using SEO and Google Ads together may give you the best chance of bringing traffic to your site in the short term, and enhancing your business’s presence online for long-term success.”
24. Is the ability to recognise Google Ads influenced by how old you are? It depends what you want to achieve: Keyword Search Type of Searcher Example Which one? Strong Intent to Buy Keywords Wants to buy something “Takeaway Pizza” Paid Ad Branded Keywords Wants to buy specific brand “Domino's Pizza” Paid Ad & SEO Local Keywords Wants something near them “Pizza delivery Brighton” Paid Ad & Local SEO/Map Information and ? Keywords Wants to find out more/learn “Best Pizza recipe?” “Pizza nutrition” “Does Prince William like Pizza?” SEO
25. It depends what you want to achieve: takeaway pizza
26. It depends what you want to achieve: dominos pizza
27. It depends what you want to achieve: pizza delivery brighton
28. It depends what you want to achieve: does prince william like pizza?
29. Is the ability to recognise Google Ads influenced by how old you are?
30. If a searcher does NOT know they are looking at an ad: • Don’t let them go Hamlet on you and start to doubt • Make sure you’re in the right place to trigger a Google ad listing • Optimise your ad copy and imagery • Don’t just turn on Ads and presume it’s fine • Quick wins are harder to come by
31. If a searcher DOES know they are looking at ads: • Be aware there may be a user backlash against ads • Insure strong SEO to fill any gaps • Think about how you link PPC to SEO • Or do you make it really obvious it’s an Ad?
32. Is the ability to recognise Google Ads influenced by how old you are? Finally… Don’t get lazy when it comes to paid ads!
33. Basic PPC can be made easy through automation
34. But… PPC can be made great through smart human thinking, testing & adaptability
35. Algorithms, AI and machine learning use historical trends and data. Stuff changes
36. We need humans!
37. So master the PPC tools you have AND Apply your unique skillset = being human
38. Is the ability to recognise Google Ads influenced by how old you are? Stay Curious