Research released by Rand Fishkin raises questions about Google’s dominance in search and how marketers should act
Let’s not deny it: as you will see further on, it was a very happy week for us at Resultados Digitais. Therefore, exceptionally, I will leave aside digressions about the passage of time and our smallness in the face of finitude in the name of the joyful moment we are living. And, since now, we thank you for your participation in this party.
Keep reading the post to find out about the investment we received this week, in addition to the main tech and Digital Marketing news of the last few days. Or the more peculiar ones, as we like to highlight in our already traditional summary.
Search indicates that less than half of Google searches result in a click
A study released this week found that less than half of Google’s browser searches in June resulted in a click. More precisely, 49.47% of these searches, both mobile and desktop, led the user to click on a result to get more information about what he was searching for.
The alarm was set off by Rand Fishkin, one of the big names in SEO in the world. The numbers were gathered from an analysis by Jumpshot, the data arm of Avast, an internet security company, on Android devices and PCs in the United States, in the millions (the total number is not revealed).
When we put the magnifying glass in searches via mobile browser, things get even more impressive. The “zero-click searches” reach almost 62% of the total, even without counting Google’s applications such as Search and Maps. It’s a lot of people just seeing the answer and leaving, without going any further. Bad news?
Okay, but so what?
Of course, a large part of that total can be sports scores, questions with dates, and other things not necessarily related to the process of purchasing a product or service. Still, if people start stopping at featured snippets , which we can assume will get bigger and bigger, we have a few things to rethink.
In his blogpost (link is at the beginning of this text), Fishkin expands the subject to Google’s broad domain of internet searches. Based on Jumpshot’s data, it demonstrates that 94% of browser searches are done on the company’s products. If we include apps, the number probably grows even more.
It even features data on shrinking organic clicks and continuing growth in ad clicks. In other words, tips on how we can prepare for this change are given. Should we, however, focus our content strategies to be at the top of Google? It’s a question we need to assess.
Special tech and Digital Marketing mash-ups
In a lighter tone and less “existentialist research”, the week was lavish with mash-ups involving major brands in technology and Digital Marketing. So, we’ve gathered them into one item, for scanning purposes (we’ve done this because it’s more pleasant to read, not to please Google’s robots).
Tumblr is sold to the owner of WordPress
Verizon sold Tumblr for $3 million to Automattic Inc., owner of WordPress. If the value seems small, wait for the next information: in 2017, Tumblr was purchased by Verizon for 1.1 billion dollars. I don’t even know how to calculate the rate of such devaluation.
The joining of cousins so far removed from the blogging world is a new attempt to bring Tumblr back together. Automattic’s plans are to leave it as a WordPress add-on – who knows what that means. The fact is that the tool that was once the favorite of the most artistic class is no longer the cultural engine that it once was.
In addition to being hit by SnapChat, Instagram and even Facebook, Tumblr took a hard hit with Verizon’s decision to ban “adult” content. That’s because he was used by the LGBTQ+ community to express their sexuality , and the act ended up being seen as hostile. Thus, a huge user base abandoned Tumblr.
Orkut is blocked in Tinder
There is no reason to report this fact other than that it makes a very funny headline. And that’s reason enough for me. To make it even more fun, the fact happened in Brazil. That’s right: Orkut Büyükkökten, the creator of our eternal favorite social network, was blocked on Tinder while in Porto Alegre.
n fact, it started a little earlier, when Orkut was looking to make friends and new contacts on Tinder. Orkut started giving matches (seriously, it’s too good), but people thought it was a fake, denouncing his profile. It ended up being blocked.
As the case happened in Porto Alegre, of course there is an interview at Zero Hora with the guy who made our youths happier.
Digital Results receives an investment of R$ 200 million
We don’t usually talk about issues involving millionaire figures, but let’s make an exception because we are so happy and proud! Digital Results received the largest investment ever made in a SaaS company in Latin America: R$ 200 million in a Series D round led by Riverwood Capital.
These resources will be used on four fronts: maintaining a high R&D investment; improve different elements of the customer and partner experience; attract and develop the best talent; and accelerate our international expansion process.
RD and Sebrae launch Startup Drive
In recent years, RD has worked with many startups. We saw that they rely heavily on the support of tools and templates to automate processes and facilitate the identification of opportunities. With that in mind, we created the Startup Drive, in partnership with Sebrae.