The Major SEO Events of July

July concluded with a variety of events that influenced the digital arena, with a particular emphasis on the field of SEO. From SearchGPT – the new engine challenging Google, to a new study revealing users’ search habits on Google, providing insights on how we can improve and understand our marketing strategy.

Meet SearchGPT – OpenAI’s Search Engine Competing with Google

OpenAI has announced its most direct threat yet to its major tech rival, Google, with a new AI-based search engine called SearchGPT.

Unlike traditional search engines that rely heavily on keyword matching, SearchGPT will use advanced language models to provide more intuitive and contextually relevant answers. This search engine aims to enhance the accuracy of search results by better understanding and interpreting complex queries. As a result, users can expect more precise information tailored to their specific needs and preferences.

How Will This Impact Us?

The shift towards a more conversational and context-aware search process could lead to significant changes in the way information is retrieved and presented on the internet. By focusing on providing answers that closely match user intent, SearchGPT will redefine the search standard and the customer journey.

Potential Changes in SEO Strategies

Websites that lack in-depth content addressing user intent and providing comprehensive and rich information will struggle to meet the evolving standards. Content is becoming much more significant to stay relevant in the evolving digital arena.

Google Stops the Infinite Scroll Feature on Search Results Pages

Google has ended its experiment with continuous scrolling on search results pages (SERP), reverting back to the classic numbered pages format.

The continuous scroll feature, which began in October 2021, allowed users to scroll through search results indefinitely without needing to click to load more pages. This practice was initially introduced to mimic platforms like Instagram and Facebook, which use similar practices to enhance user experience.

How Does It Work Now?

According to a recent announcement, desktop searches will return to the familiar pagination system, where users can select specific pages or click on the next page number to continue. Mobile searches will not be numbered, and users will need to click the ‘More Results’ button at the bottom of the search page, allowing for a continuous browsing experience while maintaining search speed.

“Zero Click” Searches – What New Research Reveals About Google Search Habits

Google searches are rapidly changing, and a new report by Rand Fishkin, former CEO of Moz, shows that user exposure to organic content is decreasing, making the landscape more competitive. However, this competition also brings new opportunities, especially with the introduction of AI into the search engine.

“Zero Click” Searches – What is This Phenomenon?

A study by Datos, a subsidiary of Semrush, reveals that 59.7% of searches in the European Union and 58.5% in the US end without a click. Many users get their answers in the search results snippets without clicking on any result.

Only 1% Click on Paid Results

Rand Fishkin notes that the click-through rate on paid ads is very low – only 1% of all searches. This is because less than 20% of searches include paid ads, and in these searches, the click-through rate ranges between 5% and 10%.

Important Points for Digital Marketing Managers:

Use Direct Answers and Structured Information: Ensure that content appears in direct answers and search snippets by correctly using structured information.

Understanding User Behavior: It is important to understand search trends and adapt marketing strategies accordingly, including investing in information that appears on other search engines like YouTube and platforms owned by Google.