I personally don’t have an issue. Just imagine life with Google, it would suck.
And as a searcher, I don’t want to search for the weather and have to click on a few links to get my answer, I just want to know the weather right now in the least number of clicks.
I recommend that you focus on what you can control versus worrying about what you can’t, such as Google’s future plans or random algorithm updates.
So, what can you do?
I want you to look at this as two separate problems.
The first is how can you get more clicks when people are clicking less.
And the second is how can you get more conversions from the clicks you are getting to make up for the loss in traffic.
Typically, with clicks, the main thing that impacts it is your meta tags. You know your title and meta description. Here’s what I am talking about… when you perform a search on Google, this is what it looks like:
Here are 10 ways to adjust them to help you get more clicks (some of the data came from Clickflow, others from Ubersuggest):
Questions have a 14.1% higher CTR – For example, your title tag could be, “What is SEO?”.
8.6% higher CTRs for 15 to 40 characters title tags – I would recommend that you keep yours closer to the 40 character mark so you can include more keywords.
45% increase in CTR when the exact query is in URL – make sure your main keyword is in your URL. It doesn’t have to be in your domain name, just the URL. So if I was trying to rank for the term “SEO” my URL maybe https://neilpatel.com/what-is-seo/.
Power words increase CTR by 13.9% – some power words examples are: effortless, incredible, best, or amazing.
7.3% higher CTR for titles that contained emotions versus ones that didn’t have emotion – an example of an emotional headline is, “Learn how to stand up to your boss (without getting fired)”. You can find more examples of emotional headlines here.
5.8% higher CTR if you have a meta description – if you don’t manually create one for each page, Google will just pull one for you.
Titles with years generate 4.9% higher CTR – a great example of this is “how to start a blog in 2021”. You would want to update year every year to make sure you don’t have an old date in your title tag or it can hurt your clicks.
Evoking curiosity increased CTR by 5.9% – my favorite example of this is, “The 7 Benefits of Green Tea (#6 Will Shock You)”.
Titles that resembled education had 10.4% more clicks – think how-to titles. People love learning how to do things step-by-step.
You’re more likely to be successful if you look at the paid ads – Google uses quality score to determine where ads should be placed. If an ad gets no clicks Google doesn’t make money. By look at the paid ads, you can get ideas of copy that is appealing for any keyword you are trying to rank for.
Don’t forget to optimize for conversions
As I mentioned above, the second thing you need to optimize for is conversions.
When you do get clicks, you’ll want to drive as many sales as possible.
Here are some articles I wrote that you should read. They will teach you how to boost your conversions.
And based on our data providers, the no click data for mobile is even worse.
Typically, when it comes to optimizing your meta tags, you don’t have to worry as much as you are going to use the same meta tags for both the mobile and desktop versions of your site as most sites are responsive.
But when it comes to conversion optimization, you’ll want to create a different mobile experience, which you can easily do through a responsive design.
Don’t focus on the fact that Google is driving fewer clicks to websites. Focus on what you can control and make the best out of the situation.
If I were you, I would do 3 things.
Optimize your meta tags as I described above.
Optimize your conversion rate so you can generate more revenue.