By now, we're all pretty used to Knowledge Graph results in the SERPs. But what could it mean when Google offers the ability to make a purchase, a call, book an appointment, or otherwise convert customers within those results? In this video blog, Alan Coleman speculates about a potential 100% conversion rate in the SERPs and raises the question of Google's role in an increasingly app-centric world.
Video transcript
In this video blog, I’m going to talk to you about a key trend we’ve noticed with Google here at Wolfgang.
12 months ago, the key trend that we were talking about was Google had shifted its focus. From Google’s birth right up until last year, its objective was to get you to the website that was most relevant, most authoritative, most likely to answer your question — whereas what we saw 12 months ago was Google taking a lot more ownership of your journey from question to answer. And what we were seeing 12 months ago was a lot more questions literally being answered on the SERPs, pulling information from Wikipedia, from other websites and giving that to the user directly on Google.
A very recent update to this innovation is that Google is now actually using their own search data to give you further details. Last weekend I was searching for a restaurant and not only did it give me the reviews in the knowledge panel — the website, phone number, and opening hours — it also used its own data to give me the popular times: when I was most likely to get seated in the restaurant, and when it could be a problem.
So, armed with that information, we could go and have a lovely Italian lunch last weekend. But it doesn’t just stop at answering the question.
Conversions facilitated on the SERPs
Google’s methodology has always been to test things out in the organic list first and then, when they’ve learned the mechanics of it, they might try and commercialize it. What we’re beginning to see is not just questions being answered on the SERPs, but we’re beginning to see conversions being facilitated by the SERPs.
What you’re seeing here is someone searching for a medical practitioner. The searcher is actually able to book an appointment directly from the search engine results page.
Another recent innovation: call-only campaigns. Somebody's searching for a courier, for example, and again, they can call the courier directly from the search engine results without even visiting the website. We’ve also seen click-to-call campaigns, another example of Google users being able to convert directly from the SERP. Very exciting! In theory, we’re talking about 100% conversion rates here: everyone who clicks on your ad becomes a lead or becomes a sale.
There’s also this beta which is currently out — with a very limited number of retailers in the States — whereby searchers are taken from search, to checkout, to placing their order in 3 clicks, all happening on a Google property.
Image courtesy of Google
Why I believe this is significant:
This is Google safeguarding its position as we move to an app ecosystem. World Wide Web usage is actually in decline of late, because people are moving so much of their web behavior to apps, and Google’s strength has been that it’s our gateway to the Web. Google went down for a period of 4 minutes two years ago, and World Wide Web traffic fell off a cliff — it declined by 40% for that period.
Google is our gateway to the Web. However, if we start moving our Internet usage to apps, Google needs to be relevant there as well. I see that answering questions within Google and on Google, allowing people to convert, again in Google and on Google, is a move for them to safeguard their position as the place where we get our questions answered and where we do our transactions on the Web.
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Do you have any thoughts on in-SERP conversions? Join the discussion in the comments below!
Looking at them retrospectively, Google's steps seems quite obvious. First, they just pointed to the right websites to answer the question. Then, they brought out some of the most relevant information in those websites. And now, the next logical step would be to cut out the need to visit the website, so Google becomes (or remains) a necessary player between customers and website owners. The first consequence would be, as this system spreads, the number of visits would decrease abruptly. Also, I think, websites that intensively implements Structured Data (like Schema) may benefit a lot from it, though some API would be necessary to include certain tasks (as placing orders).
Antonio,
I agree, traffic might drop a bit, but that would be for people who are already interested in buying a product and don't feel the need to click through your site. In terms of calls, setting up appointments, etc. people already have the 'no-click' ability because the number is displayed in the business profile (if the company's done their work). In terms of product purchases, I think it can only help because it's making purchases easier.
But I look at it this way. This won't cut out visits for people doing informational searches or research on companies or products. My guess is that it will initially be useful for people who know what they want prior to buying. Then it's important to make sure you show up in that carousel. Interested to see the SEO strategies that begin to form with this in mind.
I have always wondered why Google never became an affiliate or a retailer or partnered with a company like WalMart.
Well, I think that would break Google's impartiality, as they would be in a situation where they can favour their partner.
That's a good point, Antonio.
If they became the retailer and slapped a Google logo on Brand X digital cameras, I think that it would accelerate sales. :-)
Compelling insight. Indeed, SEO strategies will change and adapt to the new scenario, but their reach will depend on how many pieces of information Google would allow websites to show.
Why was Facebook the #1 app in 2015? It's because the company made an effort to ensure people remain on that app as long as possible. They did this by throwing everything but the kitchen sink onto that app. You get your news there, you can watch videos, even listen to the radio. If worldwide web use is down, and apps is up, it's because companies realize - you never have to leave the app to get on the web. They'll customize your experience so much that you have everything you need.
That doesn't help my website.
very true Greg!
very very true
I wonder if they would consider rolling out a "book appointment" type of feature for paid advertisers. It seems like this could way more profitable for everyone involved when it comes to highly competitive search terms where there are 10+ ads on the SERP.
On last week's WBF regarding AMP pages, I commented the below:
"Any insight on if they are planning on rolling out AMP versions/guidelines aimed at lead gen or e-commerce? I could picture the same row of AMP pages at the top of the SERPs, but with products. Scroll right, find the product you want to check out, click, read, and then buy that product. No cart. Thoughts?"
I wasn't aware that this was already happening. Definitely a really cool path we are on. Imagine where we'll be in 5 years!
Great post!
It's always good to be aware of the new changes of Google.
Very good post.
Wah infonya menarik, sangat bermanfaat buat saya yang baru masuk dunia digital seperti ini
Terima kasih
Hi Alan,
Today Internet marketing depends on lead/Conversion rate. all business owner wants to earn more money though online business.So what i do for best conversion rate.i think we saw many blog on this topic.but this moz blog is different from other log.this blog video is really useful for all online marketers.
Here all the detail is valuable and call to action performance.Now days for branding online reputation program is best.by ORM we can easily increase visitors on our business .Once visitor increase on our business so definetly conversion rate will increase.
The conversion rate would depend on the content of your web-page.Cannot be estimated blindly.
This is great thanks for sharing
Nice Post!
Nice post to learn new things.
I have mixed feelings on this. If I am a consumer, my reaction to these new features (appointments or in-Google purchases) will depend on where I'm at in the marketing funnel:
As a vendor (a lawyer, to be exact), I hate that I lose the ability to sell myself, other than in 25 characters (or whatever the hell the type of PPC ad limits me to) and whatever reviews Google has scraped off of other websites. Then again, I love that my geekiness is going to give me an edge in possibly putting my structured snippet and click-to-call ads, KnowledgeGraph info, and maybe someday, insta-booking front-and-center in front of potential clients who might be too impulsive to shop around.
This could be great for Google, but very bad for site owners in the e-comm and home services niche. Google is removing the middle man and owning the data that we want.
I imagine a lot of people will wonder why they spent all that money on a fancy website when no one ever gets to see it!
By the way, Google's customer service is awful. I hope they are ready to take calls from customers when this feature has bugs.
Google must not forget that people with emotions are making decisions. Booking an appointment for the first time and buying a hoodie are both emotional decisions. The Purchases on Google example is way too squared to be enjoyable - part of the fun of purchasing is in comparing my options. It does not even come close to the great experience Amazon has to offer. Sure it will work for some low-impact products, but that's not my point. We're not in 2005 anymore. We expect great experiences.
- @bquimper, not my employer!
Hello Alan.
Thanks a lot for the fabulous post.
Well, every coin has a two sides. And here is the same situation, it's good for the users that they can directly book the appointments or can make a call. But what about to the website owners? They'll definitely loss a traffic from their website.
No doubt there's been huge benfits of call-only campaigns. Infect I was so exicted when Google AdWords announced call only campaigns. I had a few customers where call were the primary goal, so it made good sense to use call only capaigns. However, it isn't really as simple as creating an ad and getting started. And yeah, you need to verify the phone numbers. Call only campaigns have much less realty to deal with conventional Pay Per Click ads. You don't have a headline and landing page where your headline is your phone numbers. This make your url all the more essential.
What's your take on companies that sell software? I agree that apps are taking over how most people use the web, but if you are a programmer, there's no way to "app" that experience since you are the person coding the functionality of the site or app.
But, in order to appease the Google Gods, even something that has to take place in a non-app environment will have to "play nice" in order to get ranked.
Thoughts?
Thanks for compiling–provides a nice summary of whats on the horizon. In industries where app usage is not on the rise, these will provide Curious if anyone is aware of any additional SERP conversion opportunities for medical practitioners?
I liked the video tutorial more .Your post about serp is info based.I used to check serp for my website and discovered that sometimes serp result do not match when hit on google search.Why it is happen?Can you tell me ?Thanks for this great and informative post.
Hey Alan,
This post forced me to do comment with saying "Awesome". Truly a very important and useful information, what I feel here is google trying to make everybody stay away from Bounce rate problems ;) .. #Kidding, but seriously I did not know about the call only campaigns. It would definitely a new thing for most professionals like me.
One thing I noticed in the past few months that, Google is showing a short summary of a particular search term, so searcher don't need to visit the website for a small query which now been solved by google itself. And now these things you shared such as book an appointment, call directly, etc, It seems like Google don't want their visitor land to another website. They wish that searcher's maximum queries should solve at google itself (I guess google is thinking the same). Still, this is somewhere good for small business owners like "dentist clinic", "air duct cleaning", etc. Because, everyone looking for customers, does not matter if customer come from the website or directly from google.
A big thank for this post brother, keep sharing :)
Nice Post Alan Coleman, It will really help many SEOs ! Nice Tips..
No-one get 100% business conversion rate, max. can be 60-65%