SEO Isn’t About Ranking #1 Anymore, It’s About Ranking #0
[Music] hi my name Isel huderson and I'm the digital production specialist here at 10 Adams today my hot take is about SEO and specifically why SEO isn't about ranking number one on Google anymore it's about ranking number zero well really it it comes down to mostly users are getting all their content from featured Snippets knowledge panels and people always ask boxes on Google they now dominate search people aren't clicking through sites they're not really you're not really seeing the organic click through race that you used to on your websites because they're getting served all that information right there on the search users often get their information without ever clicking on website in a recent study by sporo has said that over 60% of users in their searches without a click so it's going completely against what we're used to we're used to optimizing that funnel getting people to click through and hopefully converting on our website so we really need to focus our efforts on serving the user and fulfilling the surge intent so many traditional seos Focus way too much on getting on that position one which is totally natural that's what has been this entire time up until about now whether that's buying back links keyword stuffing or whatever else you can think of Under the Sun seos have tried it and to some Avail it has word but now it's changing so many SEO tools and metrics still primarily track rankings in in that regard they're not seeing the featured panels that are getting all the eyeballs on them they're only seeing the clicks and the actual rankings after the fact over 30% of alt clicks actually go back into Google platforms for the that's Maps Google my business for other Google properties so it becomes very difficult for us to really track the parts that are missing that are going to our site even if you are number one rank what is this doing to us what is this costing us so if we're not trying to optimize for answering these users questions and fulfilling this user intent we're missing out on visibility from featured Sni bits and we're getting lower engagement when content isn't structured for these quick answers longer the days of long firm content when is not need it you can't have a recipe article anymore it's been the first three paragraphs talking about your vacation in Paris where you learned about this or that people want answers quick and they want them now and we need to start fulfilling that so now wasting resources chasing traditional rankings that matter less and less every day so what can we start doing to change this we can structure content to directly answer questions in the first one to two paragraphs which is the perfect size for these featured snipplet we seeing on Google if you become the trusted Authority on this topic people will happily display questions and answers that you serve we also still recommend using schema markup to help Google understand your content's content which that is a mouthful so still keep doing best practice that Google's saying but also keep in mind what are people searching for and how can you fulfill it to focus on conversational keywords that match how people really ask questions don't make them have to dig deep don't necessarily Chase keywords answer questions at all time did I learn you something you learned me something [Music] a [Music]
