High SEO Rankings But Very Low Clicks? Here's Why.

I've got some bad news to share with you. If your business is ranking number one in Google organic search results, you're only driving a fraction of the clicks that you would have received just a decade ago. Let's dive into why that's the case and what you can do about it to maximize your referral traffic from the Google search results page.

The Changing Landscape of Google Search

It's no secret that appearing at the top of Google's search results has always been the holy grail for online marketers and businesses. While most clicks still go to results on the first page, ranking in the exact number one position today is significantly less than it was a decade ago. One recent report says that ranking number one now leads to around a 10% CTR, vs 25-30% in the past. Yikes!

Visual Evolution of Search Results

Let’s take a quick journey back to 2010. Back then, Google’s search results were simpler. You had the organic results, maybe a couple of ads, and possibly a right-hand rail for additional advertisements.

Fast forward to today, and the search landscape is cluttered. There are AI overviews, product listings, knowledge panels, multiple ads at the top, snippets, and much more.

Why Ranking #1 Isn't Enough

Today's Google search pages are filled with various elements like videos, images, local listings, and ads. These additions mean that organic results are pushed further down the page.

Example:

In 2010, securing the number one spot for the term "iPhone" meant significant organic traffic. Today, the same number one spot comes with numerous SERP elements like ads, product listings, and answer boxes. Here is what the search results looks like for 'iphone' now:

Adopting a Multi-Channel Approach

If you're aiming to maximize your clicks from Google search results, you need to have a presence across different platforms and formats:

Video Content

Given that Google incorporates video results, starting a YouTube channel and uploading relevant videos is a must. YouTube is one of the top search engines in the world, so if your business can have a presence their, you’ll give yourself a chance to be discovered by your potential customer base.

Paid Search Platforms like Google Ads and Microsoft Advertising

With four-plus ads often occupying the top section of search results, running your own Google Ads or Microsoft Advertising campaigns will help you capture clicks from the parts of the SERP that are seeing the most activity (the ads).

Google My Business

Ensure your Google My Business profile is complete and constantly updated. Optimize it by collecting reviews and managing local listing information.

Image Optimization

Optimize your website's images to rank in Google Images and drive more traffic from visual search queries.

Third-party Sites

Claim and optimize your profiles on third-party sites like Yelp, which can appear in search results and drive clicks to your business.

Practical Steps to Optimize Each Channel

1. Videos on YouTube: Create engaging videos related to your products/services.
2. Google Ads: Invest in well-targeted ad campaigns.
3. Local Listings: Keep your Google My Business info current.
4. Image SEO: Use proper Alt text and file names for images.
5. Third-Party Sites: Ensure your profiles on sites like Yelp are fully optimized.

In summary, ranking number one in Google’s organic search results is not the be-all and end-all it once was. The search page now is highly visual and cluttered, requiring a multi-channel approach to capture as many clicks as possible.

By diversifying your presence across video, ads, local listings, images, and third-party sites, you can adapt to the modern search environment and drive more traffic to your business.