5 Google statistics that might make you rethink your digital marketing strategy

Written by Jo Seward: Digital marketing manager.
· 4 minute read

As Google continues to dominate the global search market, business owners and digital marketers alike continue to fight for that coveted ‘position 1’. As we know it’s not an exact science, we’ll never truly know that winning formula, but what we do know is that Google is constantly adapting its algorithm in line with users’ search behaviour and evolving technology. And your digital marketing strategies should be doing the same…

Here are 5 important statistics that might make you rethink your strategy:

60% of Google searches are done via mobile devices.

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This number has grown immensely in recent years. In 2011, only 34% of Google searches were mobile. It’s now more than double this, which emphasises the importance of having a strong mobile presence today.

As a result of these huge mobile search volumes, Google introduced ‘mobile-first’ indexing last year, meaning it now looks at the mobile version of a webpage first when it comes to indexing, and ultimately determining where a site ranks.

Essentially, a poor mobile experience can negatively impact your rankings, so this should be a key focus in your digital marketing efforts.

Roughly a third of all mobile Google searches are related to location.

(source)

Essentially, if you operate ‘brick-and-mortar’ stores or location specific services, having a localised presence on Google is essential.

With the growth of mobile, searches that include a location, postcode or ‘near me’ query are greater than ever, and Google will cherry pick the most relevant, popular results in that area. Investing in local SEO, having a thoroughly optimised GMB profile, and focusing on customer reviews is going to be an important part of your digital marketing strategy.

YouTube is the second-largest search engine, right after Google. It’s bigger than Bing, Yahoo!, and Ask combined.

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Stats like this emphasise why we should never underestimate the power of video in 2019. People are using YouTube as another means of sourcing information, so if you’re not utilising this form of media in your digital marketing strategy, you’re missing a trick.

It’s not just a case of uploading your video and hoping for the best… much like your traditional SEO, there are ways to optimise them for maximum exposure and to get them in front of the right audience.

Over a third of Google search queries are 4+ words long.

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4+ words indicates longer-tailed search terms which are typically more specific, and much less competitive.

This reinforces the need for a long-tailed search strategy – targeting people at the ‘business end’ of the search journey, and trying not to focus on one or two ‘trophy’ keywords.

Often it’s the longer search queries that drive the most valuable, productive traffic, and they also tend to be more achievable in terms of higher rankings – especially if you operate in a competitive, saturated market.

Paid search ads increase brand awareness by 80%.

(source)

If you’re struggling to make an impact on Google organically, paid search ads are one way of establishing a search presence and getting your brand name out there.

Of course it’s all dependent on your budget and overarching strategy, but paid ads can instantly get your business on to page 1 amongst all the big players in your industry.

We would always recommend a PPC strategy that works in line with SEO. Building up your organic presence is essential – it may be a longer-term goal, but it means you won’t have to forever rely on paid channels to drive revenue. But considering the amount of Google real estate the PPC ads take up, investing in this channel is a no-brainer.

So there you have it… is your digital marketing strategy in line with Google user behaviour? If you need a hand, just get in touch with us today.