Google has continuously held around 90% of the internet search market worldwide for the last decade. Therefore, every SEO campaign should target to appear on the first position, especially for Google search, to get maximum organic results for the targeted keywords depending on geo-targeting.
Yes, of course, there is another search engine that people also use, Bing (3.5% of search market share). But, if you’re not a B2B guy or don’t especially target corporate clients who using the Microsoft eco-system, then you can leave Bing aside.
However, you don’t need any special SEO care for Bing ranking. Google SEO optimization will also cover Bing SEO mostly. You just need to submit a site map using Bing Webmaster Tools.
It’s the best way to drive most potential organic customers to your business for free.
That sounds great, right? But it’s not the whole picture. Appearing at the top of Google searches doesn’t always mean you are organically getting all the potential customers to your landing page.
Let’s find out why-
Why is 1st Rank in Google Search Not Enough?
Google shows sponsored links and AI-generated summaries just above the actual search results (not all the time, but most of the time). So, generally, it diverts a majority of organic traffic to the sponsor’s websites whenever multiple ads and rich results appear on the top.
Practically, common users don’t mind whether it’s natural organic results or just sponsor links. They likely click the relevant links that appear at the top of the Google search.
If you are still a bit confused, take the example of “Eyetracking in Online Search” (by Google Inc., University of California and Cornell University) below to understand how people react to Google searches.
According to the report- a higher SERP ranking is important as users will likely view and click on the top-listed results.
From my point of view, if users naturally lean toward the top-listed results, sponsored links are automatically getting significant traffic juice, which actual organic results deserve. What do you think?
So, What Can Drive Maximum Organic Traffic?
The process is simple! You also need to put Google Ads targeting the same keywords for which your website ranks at the top of the organic search results.
The average organic CTR in Google search for the first position is around- 28%, according to this report. However, it may vary depending on the device and search intention. It’s real that organic CTR will increase around 2% to 10% (according to the report mentioned above) if there are no Google Ads.
Conclusion: Google ads reduce the potential CTR of organic search results by some points, but organic results still hold a substantial CTR share. So, you can still expect the most organic traffic from Google’s top position. But if you want to boost your organic traffic, you need to go for Google Ads along with your SEO performance.
