Gary Moyle says, “Search behavior is fundamentally changing, as users become more savvy and increasingly familiar with search technology. Google’s results have also changed significantly over the last decade, going from a simple page of 10 blue links to a much richer layout, including videos, images, shopping ads and the innovative Knowledge Graph.

We also know there are an increasing amount of touchpoints in a customer journey involving different channels and devices. Google’s Zero Moment of Truth theory (ZMOT), which describes a revolution in the way consumers search for information online, supports this idea and predicts that we can expect the number of times natural search is involved on the path to a conversion to get higher and higher”.

Long Tail CTR Study: The Forgotten Traffic Beyond Top 10 Rankings

MOZ Blog

Sharing is caring