“The Biggest Trend in SEO”

“Yes, Google is constantly changing. And yes the changes affect your traffic. But no, the biggest SEO trends don’t affect your rankings. They affect your click through rates. There’s a big difference.

Changes to the ranking algorithm are real, but the much bigger SEO trends are the “SERP features,” such as featured snippets, maps and videos. There’s just a lot more stuff showing up in search results these days.

Over time, more and more searches are “no-click” meaning the searcher’s information needs are satisfied by the SERP features. That means less traffic is flowing from Google to websites.

So this is the mega-trend in SEO: more features on search results pages and therefore a lower click through rate to websites.

Crestodina, Andy. March 2019. The Biggest Trend in SEO