Having a strong online presence is essential for any business that wants to succeed. And one of the key ways to achieve this is by having a high position in organic search results. Studies have shown that users are more likely to click on organic search results than paid ads. In fact, a study by the search engine giant Google found that organic search results receive over 94% of clicks, while paid ads receive just 6%. This is because users perceive organic results as more trustworthy and relevant to their needs. But why is your business’ position in the organic search results so important? AskPhoenix explores the significance of organic search results. Particularly in light of the rise of private browsing and impending 2024 third-party cookie switch-off.
First, let’s define what we mean by organic search results. When someone types a query into a search engine like Google or BING, the results that appear on the page are a combination of paid and organic results. Go on … click on the Google link and have a look. You will see Paid Results appearing first. These are the ads that businesses pay for and have the word Ad or Sponsored next to it. Now look underneath these adverts and you will find the organic search results. These are the listings that appear naturally based on the relevance, expertise and quality of the website’s content and the search term entered by the user.
So why are organic search results so important?
There are several reasons, but one of the most significant is trust. As previously mentioned over 94% of internet visitors click on the organic search results because they are perceived as more trustworthy and authoritative than a listing that has paid to be seen. After all, if you are searching for example, ‘flexible SEO packages in Hertfordshire‘. You would really expect any company who is great at SEO to appear in the organic results, wouldn’t you?
Another reason organic search results are essential is their long-term value. While paid advertising can provide quick results, it is a short-term strategy. Once you stop paying for ads, your visibility disappears. In contrast, an investment in organic search results provides sustainable, long-term benefits. By consistently creating high-quality, relevant content, businesses can establish themselves as authorities in their field, build trust with their audience, and increase their visibility in search results over time.
Private browsing is on the rise
This change in browsing preference is significantly impacting advertisers’ ability to target users online. The recent Tipping Point report, which surveyed 2,000 UK consumers. Found that 70% of users are accessing the internet in ways that mask their personal information on a weekly basis. This includes browsing in private or incognito mode, using Safari as their main browser, or regularly clearing their cookie cache. One in six people say they clear their internet browsing history and cookie cache daily, and 18% opt-out of websites’ tracking cookies on a daily basis.
People who use private browsing are also spending a significant amount of time doing so. On average, nearly half (48%) of their time online. This trend is only growing, with almost a third (29%) saying they spend more time browsing privately compared to a year ago. Ad tracking was cited as the number one reason for becoming more conscious of online privacy in recent years, with 42% of respondents saying this had made them more privacy conscious in the past three years.
Increased awareness of online privacy
People are starting to question the value exchange that the advertising ecosystem is built upon: that free content is provided in return for sharing personal data. When asked if their personal data was a fair exchange for a free service. Just as many respondents agreed as disagreed (30%). However, the vast majority believe change is needed. With 63% saying advertisers should find a better way to make ads relevant, that does not rely on collecting personal information.
Despite this challenge, there is a huge opportunity for advertisers who are mindful of this sentiment. More than half (52%) of people say they would be more likely to choose a brand, if it could prove it never collected or used any personal information for advertising. This means that advertisers who prioritise privacy will be better positioned to succeed in the long run.
Embracing truly ID-free targeting is one way to adapt to the changing online landscape. By focusing on delivering valuable content and a positive user experience, brands and advertisers can build trust and loyalty with their audience. Advertisers must also be willing to test and explore new targeting methods that are respectful, effective, and future-proofed.
So what is the future?
It is clear that your business’ position in organic search results is now crucial. With over 94% of clicks coming from organic search, and with the increase in private browsing and third-party cookies being switched off. For success in 2023 and beyond businesses need to adapt by exploring new methods to reach their audience. This includes ID-free targeted advertising and investing more of the marketing budget in organic search engine optimisation. While still prioritising delivering value and a positive user experience that visitors deserve.
We hope you found this article ‘Organic search results receive over 94% of clicks‘ helpful. If you’re looking for an SEO expert to help you improve your website’s organic results, look no further than Phoenix Web Services. Our team of experienced SEO specialists will develop an organic search engine optimisation strategy, tailored directly to your business needs.
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