1. Organic traffic statistics
  2. Industry / business expense statistics
  3. Local search statistics
  4. User and search behavior statistics
  5. Link building statistics
  6. Google Search Statistics
  7. SEO vs. other marketing channels

Organic search is arguably the most valuable marketing channel there is.

This is why search engine optimization (SEO) is vital for every brand and business operating online today.

Your company needs SEO. Period.

Small. Medium. Large company.

Start up. Local business. Global brand.

When people type a query relevant to your website into a search engine, you want your result to be the one they click.

This means that your website needs to be searchable in search engines.

Clicking on your search result or missing it can mean the difference between a flourishing and dying business.

If your website is not visible in search results for the keywords you want to be found for, rest assured that one of your competitors is!

However, for some ridiculous reason, it remains a struggle to justify the value of SEO – even though SEO has been driving traffic, conversions, and sales for more than 20 years.

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Why?

In part, the undeniable evidence of SEO's value is spread across a handful of websites in various reports and studies.

In this chapter, we've rounded up the latest stats you need to know about organic traffic, industry spend and value, search behavior, Google, and more.

Here are 70+ Stunning Statistics You Need to Know About Search Engine Optimization.

Organic traffic statistics

53%: The percentage of all trackable website traffic that came from organic search. (BrightEdge)

32%: The average organic click rate (CTR) that the first Google Desktop search result achieved. (Extended web ranking)

26.9%: The average organic click-through rate that the first mobile search result receives from Google. (Extended web ranking)

91.75%: The total global search engine market share that Google currently holds. (StatCounter, 2020)

2.75%: The total global search engine market share that Microsoft Bing currently holds. (StatCounter, 2020)

90.63%: The percentage of pages that don't get organic search traffic from Google. (Ahrefs)

50.3%: The percentage of all browser-based searches on Google.com that resulted in zero clicks. (SparkToro, June 2019)

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45.25%: The percentage of all browser-based searches on Google.com that resulted in organic clicks. (SparkToro, June 2019)

8.5: The average number of organic mobile search results that Google shows on page 1. (SearchMetrics)

8.7: The average number of organic desktop search results that Google shows on page 1. (SearchMetrics)

Industry / business expense statistics

$ 79.27 Billion: The estimated amount US brands and agencies will dedicate to SEO services in 2020. (Borrell Associates)

$ 39.58 billion: Google's projected net sales of digital ads in the U.S. through 2020, equivalent to 29.4% of the U.S. digital ad market. That's a 5.3% decrease from Google's 2019 revenue of $ 41.8 billion. (eMarketer)

7.2%: The percentage decrease in Google U.S. net revenue for Search Ads for 2020. (eMarketer)

> $ 5,000: The monthly amount most companies spend on SEO. (Moz)

Local search statistics

Almost one in three of all mobile searches are location related. (Think with google)

Almost 2 in 3 smartphone users are more likely to buy from companies whose mobile websites or apps adapt information to their location. (Think with google)

76%: The percentage of people who search for something nearby on their smartphone and visit a company within a day. (28% of those searches for something nearby result in a purchase.) (Google)

Approximately 45%: The percentage of global shoppers who shop online and then pick up in store. (Google / IPSOS)

Greater than 55%: The percentage of shoppers who report using online video while actually shopping at a store. (Google / IPSOS)

90%: The percentage of consumers who used the internet in the past year to find a local business. (BrightLocal)

91%: The percentage of consumers who say positive reviews make them more likely to use a company. (BrightLocal)

82%: The percentage of consumers who read reviews for local businesses online. (BrightLocal)

13 minutes and 45 seconds: The time the average consumer spends reading reviews before making a decision. (BrightLocal)

76%: The percentage of consumers who trust online reviews as well as recommendations from family members and friends. (BrightLocal)

User and search behavior statistics

52.94% of internet users worldwide operate mobile and tablet devices, while 47.06% use the desktop. (StatCounter)

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+ 1,000%: The percentage of growth in search interest in search queries since 2019. (Google)

65%: The percentage of people who use their phone in their moments when I want to buy something. (Google)

39%: The percentage of buyers that were influenced by a relevant search. (Google)

79%: The percentage of people who took a relevant action on their phone prior to purchasing. (Google)

3: The average number of words a typical searcher uses in their search query. (Moz)

~ 8%: The percentage of searches that are formulated as questions. (Moz)

18%: The percentage of searches on Google where the searcher changes their search terms without clicking on results. (Moz)

21%: The percentage of searches that result in more than one click on Google results. (Moz)

8%: The percentage of Google queries results in pogo sticking (i.e. the searcher clicks on a result, then jumps back to the search results page and selects another result). (Moz)

9 days longer: The average number of days it would take people to make purchasing decisions in 2019, compared to 2015. (Google)

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Link building statistics

75%: The percentage of digital marketers who specifically use content marketing to generate links. (Aira)

1-9 Links: The average number of links a content marketing campaign will generate as reported by the majority of digital marketers. (Aira)

28%: The percentage of digital marketers who said they created a campaign that didn't generate any links at all. (Aira)

70%: The percentage of digital marketers using Ahrefs as a link building tool. (Aira)

51%: The percentage of digital marketers using SEMrush as a link building tool. (Aira)

34%: The percentage of digital marketers who would choose Domain Authority (Moz) if they could only choose one metric to measure the authority and / or quality of a link. (Aira)

38%: The percentage of digital marketers who view rankings as their primary KPI for measuring link building effectiveness. (Aira)

53%: The percentage of digital marketers who consider guest posting to be the most effective link building strategy. (SEMrush)

Over 63%: The percentage of digital marketers who prefer to outsource their link building routines. (SEMrush)

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66.31%: The percentage of websites with no backlinks. (Ahrefs)

$ 77.80: The average cost to publish a guest post. (Ahrefs)

Google Search Statistics

15%: The percentage of searches Google has never seen before – out of the billions of queries it receives every day. (Google)

~ 1 billion: The total number of devices that the Google Assistant is now integrated with. (Google)

~ 2 trillion: The estimated number of searches Google performs worldwide each year. (Search engine country)

40 to 60 billion: The estimated number of searches performed monthly on Google in the United States. (Moz)

89%: The difference between Google's global search market and Bing's. (StatCounter)

Less than 1 minute: The total time of an average Google search session (from the time of the first query to the loading of the search results page and the selection of all results as well as any clicks on these SERPs and selection of new results.) (Moz)

66%: The percentage of different searches that resulted in one or more clicks on Google results. (34% of searches get no clicks at all.) (Moz)

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3.4%: The percentage of different searches on Google that resulted in a click on a Google ad (paid for). (Moz)

0.9%: The percentage of Google.com search results that received a click on Google Maps. (Moz)

~ 0.5%: The percentage of clicks on Google search results that lead to links on the knowledge graph. (Moz)

3%: The percentage of clicks on Google search results that resulted in image blocks. (Moz)

~ 0.23%: The percentage of clicks on Google search results that result in Twitter block results. (Moz)

1.8%: The percentage of clicks on Google search results that go to YouTube. (Moz)

0.16%: The percentage of clicks on Google search results that lead to personalized Gmail / Gmail results. (Moz)

0.55%: The percentage of clicks on Google search results that lead to Google Shopping results. (Moz)

11.8%: The percentage of clicks from various Google searches that resulted in a click on a Google Property; H. YouTube, Google Maps, Gmail, Google Books, the Google Play Store for Cell Phones, etc. (Moz)

~ 25% of all searches are distributed across the top 1MM queries, with the top 10MM queries accounting for about 45% and the top 1BB queries accounting for almost 90%. (Moz)

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25%: The percentage of total search volume that occurs outside of the top 100 million keywords. (Moz)

40.9%: The percentage of Google searches on mobile that resulted in an organic click, 2% for a paid click, and 57.1% for no click. (Moz)

62.2%: The percentage of Google searches on desktop devices that resulted in an organic click, 2.8% for a paid click, and 35% for no click. (Moz)

SEO vs. other marketing channels

15%: The percentage of all trackable traffic that came from paid search. (BrightEdge)

5%: The percentage of all trackable traffic that came from paid social networks. (BrightEdge)

15%: The percentage of all trackable traffic that came from all other sources. (BrightEdge)

27%: The percentage of the global online population using voice search on mobile devices. (Google)

~ 20: The frequency with which SEO provides more traffic opportunities than PPC on both mobile and desktops. (Moz)

Selected image source: Paulo Bobita

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