As a small business owner, SEO should be top of mind. This is particularly true if you’re on a budget and don’t want to spend thousands of dollars on paid ads. SEO can improve your website’s visibility and in turn, increase conversions and sales.
With a solid SEO strategy, you may also build brand awareness and trust with current and prospective customers. Whether you’re new to SEO, working with a third-party SEO service, or consider yourself a seasoned vet, these SEO statistics will provide some insight into the current state of the industry and how it might change in the future.
Key SEO Statistics in 2024
Organic clicks accounted for 45.1% of all search result clicks in 2022
Out of the total search engine clicks on desktop devices, 45.1% came from organic clicks 6. This shows that users are more likely to trust organic search results than those that come from other sources, such as paid ads. By taking advantage of SEO, you can win more traffic.
26% of searches resulted in no clicks
Not every search leads a user to a third-party website from an organic search result. In fact, 26% of searches resulted in zero clicks 6. These zero-click searches were likely informational queries rather than commercial queries with high purchase intent. Users may find the information they’re looking for directly on the search results page and therefore have no reason to click through to any website.
Less than 1% of users get to the second page of search results
When users search for something, they don’t want to dig for the information they’re looking for. That’s why it’s no surprise that only 0.44% of Google search users visit second-page results 12. To succeed online, it’s essential that your website ranks on page one for as many relevant keywords as possible.
The first organic result in a search results page has an average click-through rate of 27.6%
Click-through rate (CTR) shows how often users who see your organic search result actually click through to your web page. Page one results have an average click-through rate of 27.6%, compared to page two results, which have a much lower average rate of 15.8%12. The higher your web page ranks, the more clicks you’re likely to receive.
Building credibility is the main benefit of SEO
No matter what products or services you sell or how long you’ve been in business, credibility is important 6. If users trust your brand, they’ll feel more confident buying from you. A strong SEO strategy can also position you as a trustworthy leader in your industry and help you stand out from your competitors.
SEOs say their biggest challenges are lack of resources and strategy issues
It’s not easy to succeed in SEO, especially if you’re struggling with your strategy and/or don’t have the resources to design and implement it. Fortunately, you can take SEO courses to expand your knowledge and skills. Another option is to outsource SEO to the pros so you can focus on other, big-picture tasks, such as growing your business.
SEOs say that the biggest shifts in the industry are AI and Google updates
When asked about the “biggest shifts” and industry changes in SEO, 18.7% of respondents said machine learning and artificial intelligence while 18% said Google updates 1. Since SEO is ever-evolving, it’s important to stay up to date on the latest changes so you can adjust your strategy accordingly.
Search Engine Statistics
Google’s algorithm has over 200 factors
Google considers more than 200 signals or clues when it determines its search engine rankings 10. Penguin, which was created in 2012, is one of these signals. It helps reduce the presence of sites that use black hat SEO techniques. Other factors include domain age, keyword usage, content length, duplicate content, grammar and mobile usability.
Over 90% of searches worldwide happen on Google
While Google is not the only search engine out there, it’s where you should focus your SEO efforts as it has 90.68% of the search engine market share 17. Once you’re pleased with how you’re ranking in Google, you can expand your efforts to other search engines, such as Bing, Yahoo, Naver and DuckDuckGo.
Google also owns almost 94% of market share for mobile search
When it comes to mobile search market share, Google takes the cake as well. Out of all the mobile searches that occur, 93.77% are on Google 17. This reinforces the importance of ensuring your website is SEO-friendly on mobile devices. It should look great and be easy to navigate on iOS and Android.
The second and third most used search engines worldwide are Yahoo and Bing with 3.23% and 3.17% market shares, respectively
Google is the most popular search engine and Yahoo and Bing are right behind it 17. Since Google is blocked in some countries such as China, it might make sense to focus on Yahoo and Bing as well. Just keep in mind that these search engines have different algorithms than Google so your strategy might need to change.
In the past five years, Google has done approximately 36 major algorithm updates
Google updates its algorithm often to improve search quality and keep digital marketers on their toes. In fact, the search engine completed 36 algorithms between September 2018 and September 2023 18. Thirteen of these updates were considered core updates. As a business owner who uses SEO, it’s your job to familiarize yourself with these updates as they come out.
The average internet user conducts three to four searches per day on search engines
Searching on Google is an everyday activity, just like taking a shower and brushing your teeth. On average, a Google user performs three to four searches per day 12. It’s how they get answers to their questions and find solutions to their problems.
The most Google traffic comes from the United States, India and Brazil
People from around the world depend on Google search. Research shows that 27.03% of its traffic comes from the United States, followed by India (4.46%) and Brazil (4.41%) 2. If you sell to customers abroad, make sure most of your content targets the U.S. market.
Google has over 8.5 billion searches per day worldwide
Believe it or not, Google runs around 99,000 search queries per second. This adds up to 8.5 billion searches per day in every part of the world 8. If your website isn’t optimized for organic Google search, you’re missing out and need to design an SEO strategy as soon as possible.
Keyword Statistics
About 95% of keywords have a volume of 10 or less searches per month
Keywords are words or phrases users type into search engines to find the content they’re looking for. Not all keywords are popular as 95% of all keywords have 10 or fewer searches per month 13. A keyword research tool can give you some insight on what these keywords are in your industry so you know where to focus your SEO efforts.
15% of searches are brand new searches that have never been searched before by Google
You can find out which relevant keywords were searched for in the past. However, 15% of searches that Google sees every day are brand new 10. This means the search engine constantly has to work to ensure users receive the best content for their queries.
There are more than 19,000 keywords with over 100,000 monthly search volume in the U.S.
There are 19,881 high-volume keywords with more than 100,000 monthly searches in the U.S 13. You should identify what these keywords are so you can tailor your content around them. However, don’t forget to target uncommon or rare keywords as well. While higher-volume keywords can attract a wider audience, lower-volume keywords are easier to rank for.
Google’s Keyword Planner can overestimate keyword volumes by as much as 91%
Google Keyword Planner is a free tool you can use to learn about keywords related to your business and their search volumes. If you do take advantage of it, keep in mind that the search volumes it reveals are not 100% accurate. The tool can overestimate keyword impressions by up to 91% 19.
14.1% of all keywords are phrased as a question
It’s not uncommon for users to use words such as “how,” “what,” “where” and “who” while searching as 14% of all keywords are questions 12. By using questions in your content, you can build trust and draw in highly relevant traffic. When you create content for question keywords, keep things clear and concise, use bullet points and numbers, and add supportive images.
The most searched keywords on Google are ‘youtube,’ ‘facebook’ and ‘whatsapp web’
Social media and communication sites including “YouTube,” “Facebook” and “WhatsApp Web” are the most popular keywords users search for in Google 6. Their volumes are 1,200,000,000, 867,000,000 and 543,300,000, respectively. This highlights the power of using social media in your digital marketing strategy.
Ranking Statistics
According to experts, the most important ranking factors in 2023 are quality content, backlinks and search intent/relevance
SEO experts believe that the keys to ranking high in search engines in 2023 are quality content, backlinks and search intent or relevance 20. Therefore, you should prioritize these factors as you develop and implement your SEO strategy.
Google rewrites the title 61% of the time while rewriting the description about 63% of the time
Each web page has a meta title and meta description that inform search engines what they’re about. The titles and descriptions you write are not set in stone as Google rewrites 61% of titles 13 and 62.78% of descriptions 1. To write quality metadata, use the right keywords and be conversational.
The most common types of featured snippets are paragraphs (82%) and lists (11%)
Featured snippets are short excerpts of text that show up at the top of Google’s search results to quickly answer a user’s question. Most of these snippets are in paragraph form (81.95%) while the rest are in list form (10.77%) 1. To increase your chances of ranking for a featured snippet, write content that answers questions, add a table of contents with anchor links and insert an FAQ section.
The average ‘age’ of top result pages is 2.6 years old
Unfortunately, high search engine rankings don’t happen overnight. On average, pages that are at the top of search results are 2.6 years old 13. With patience and hard work, you can slowly but surely watch your pages jump up in rankings.
Click-through rates decline at an average of 32.3% for each position on the first page
There’s no denying that earning a spot at the top of search engine results takes hard work. However, this hard work is often worth it when you consider that the higher you rank, the more likely users are to click through to your web page. The average click-through rate for the number one spot is 27%, compared to the 2.4% click-through rate at the number 10 spot.
Over 90% of pages never get organic traffic
In a perfect world, all of your pages would rank organically. The reality, however, is that more than 90% of pages never do 13. To make sure your pages are not part of this statistic, create original, high-quality content, build backlinks to authoritative websites, and ensure they’re indexed.
Link Building Statistics
The top-ranked search results typically have 3.8 times more backlinks than lower-ranked results
Backlinks are essentially votes that tell Google your web page is valuable and informative. They’re important to build as the top-ranked search results usually have 3.8 more backlinks than results in spots two through 10 12. To build backlinks, reclaim unlinked mentions, try to earn a spot on “Best X” lists, reach out to journalists, become a source for other publishers and update old content.
About 95% of pages have no backlinks at all
Despite the fact that backlinks are essential if you want your pages to rank well, 95% of all web pages don’t have them 12. Be a part of the 5% of pages with high-quality backlinks that lead to excellent search engine rankings. If you don’t have the time or knowledge to do so, don’t be afraid to consult an SEO professional.
In 2022, backlinks had an average cost of $361.44
Top-quality backlinks from highly authoritative sites with high domain authorities (DAs) do not come cheap. In 2022, they were an average of $361.44 13. The price you might pay for a backlink will likely depend on DA, content quality, domain quality, top relevance, organic traffic and the country or language.
Long-form content receives 77% more links than short-form content
It can take a lot more time and effort to write a long blog post than a short blog post. However, the extra time commitment can pay off. Data shows that longer content with 3,000 or more words received 77.2% more links than shorter content with 1,000 or fewer words 12.
The top link-building strategy in 2022 according to experts was to publish link-worthy content
Content is king, especially if you want to build quality backlinks that improve your SEO. Experts in the field believed that in 2022, content was the key to link-building success 1. The content you create should be relevant, engaging and useful to your particular target audience. Don’t forget to make sure it’s 100% original.
Video Search Statistics
26% of searches include a video in the results
According to research from BrightEdge, 26% of search results have a video thumbnail. 21 If you’re wondering if it’s worth it to add videos to your web pages, the answer is likely “yes.” Videos can help you stand out and get noticed by Google.
Videos have a 41% higher CTR than plain text results
Video content can make it easier and faster for your audience to get the information they’re looking for. That’s why it’s no surprise videos have a 41% higher click-through rate than text-filled pages 22. If you’ve done everything you can but your page isn’t ranking as well as you’d like it to, add a video.
Mobile users are 12.5 times more likely to see organic image results and three times more likely to see organic video results
If you’re investing in videos and images for your website, make sure they’re optimized for mobile. Here’s why: mobile users saw 12.5 times more images and three times more videos in organic search 6.
HD videos rank higher than lower-quality videos
High-definition, or HD, videos offer higher resolution and quality than standard-definition videos. Therefore, YouTube chose to highlight them 18. Not only will poor-quality videos frustrate your users, they can also lead to lost views and subscribers. In addition, you may receive dislikes. If possible, put in the extra effort and turn your videos into HD videos.
Mobile SEO Statistics
63% of searches are conducted on a mobile device in the U.S.
Mobile devices made up 63% of organic search engine visits in the U.S., as of the fourth quarter of 2021 2. To make sure your website is optimized for mobile search, use a responsive design, simplify your navigation, eliminate pop-ups and keep all content short and concise. Don’t forget to improve page speed as well.
58% of searches are conducted on a mobile device, globally
If you serve customers abroad, you should know that 58.33% of global organic search visits were conducted on mobile devices, as of the first quarter of 2023 2. Therefore, it’s important that your website accommodates mobile search as well as an international audience.
Mobile users conduct about 4.96 billion searches per day worldwide
Every day, there are 4.96 billion mobile searches performed across the globe 2. When you design your website for the global mobile market, remember to limit scrolling, add large, mobile-friendly buttons and ensure a clean, efficient design.
57% of local searches come from a mobile device and tablet
When users are out and about looking for a product or service in their local area, they’re likely to use their mobile devices to find it. In fact, 57% of all local searches are made on mobile devices and tablets 3. This means your website should be compatible on mobile devices and tailor to local audiences.
Appearing first for a mobile search doesn’t mean you’ll appear in first position on a desktop search
It can be exciting to earn the number one spot on mobile search engine results pages (SERPs). However, that doesn’t mean you’ll be number one on desktop SERPs as well. Only 17% of websites kept their positions across both mobile and desktop SERPs. In addition, 37% lost their spots when searches came from mobile 6.
Voice Search Statistics
20% of Google App searches are conducted by voice
Voice search allows users to speak to a mobile or desktop device to conduct a Google search. It can come in handy when they have their hands full or are on the go. Of all the searches in the Google App, 20% of them are performed by voice 10.
50% of U.S. consumers use voice search every day
These days, voice search is more popular than ever before. In fact, half of all U.S. customers use it on a daily basis 4. To ensure your website supports voice search and captures this audience, target question keywords and other long-tailed keywords, prioritize local SEO, use schema makeup and optimize speed.
Over 1 billion voice searches are conducted every month
Users perform over 1 billion voice searches every month 6. If you’re not investing in voice search optimization, you’re missing out. As you tweak your website to meet the needs of those who use voice search, think about your audience’s voice search behavior and how you can create content that aligns with their intent.
Voice searches are longer than text-based searches, on average
It’s easier to say a long word or phrase than to type it. That’s why voice searches tend to be longer than text-based searches 8. By using long-tailed keywords that are relevant to your business and target audience, you can cater to voice search users.
70% of voice search results pull from ‘Featured Snippets’ and ‘People Also Ask’
While Featured Snippets are highlighted text excerpts that appear at the top of a Google search results page, People Also Ask is a feature that shows users additional content and answers related to their search query. Featured Snippets and People Also Ask account for 70% of voice search results 6.
Experts forecast that by 2024, voice search queries will increase to 2 billion per month
There’s a good chance voice search will continue to grow in popularity. SEO experts predict that the number of monthly voice search queries will increase from 1 billion to 2 billion in 2024. If you haven’t optimized your site for voice, now is the time to do so 24.
The top voice assistants are Amazon, Google and Apple, with 69%, 25% and 5% market share in 2021, respectively
Voice assistants are programs that allow users to perform voice searches. As of June 2021, the leading voice assistant is Amazon (69%), followed by Google (25%) and Apple (5%). As long as your site accommodates voice search, it can reach users, no matter which voice assistant they choose to use.
Local SEO Statistics
46% of all Google searches are local
Local SEO targets customers in a specific city, region or neighborhood. When you consider the fact that almost half of all Google searches have local intent, you’ll want to ensure local SEO is part of your overall SEO strategy, especially if you sell to customers in certain geographic areas 8.
50% of smartphone users visited a store within a day of their local search
If your goal is to get customers in the door as soon as possible, local search is essential. Half of all smartphone users who perform a local search went to a store they found through it within a day 10.
Four in five people use search engines for local queries
The popularity of local queries is significant. Four out of five people use search engines to meet a need they have in their local area 10. To optimize your website for local search, claim your Google Business Profile listing, add your business to local directories, create content with local search terms and add schema markup.
‘Open now near me’ searches have increased by 400%
Customers don’t want to wait long to go to a business and buy what they need. That’s why they often search “open now near me.” These searches have gone up by 400% from September 2019 to August 2020 and September 2020 to August 2021 10. By claiming your Google Business Profile listing and adding your hours, you can take advantage of this trend.
18% of local searches lead to a purchase within 24 hours
If you’d like to convert users while your product or service is fresh in their minds, local search is key. Compared to 7% of non-local searches, 18% of local smartphone searches resulted in a purchase within a day 10.
42% of local searchers click into map pack results
Google Maps Pack is a set of three Google Maps search results that usually appear when users perform local searches for businesses. Earning a spot on the Google Maps Pack can do wonders for your business as 42% of local searchers click on these results 12. To increase your chances of becoming a Google Maps Pack result, claim your Google Business Profile listing, generate more online reviews and build citations.
Almost 64% of customers are likely to read Google reviews before visiting a local business
Don’t underestimate the power of Google reviews as 63.6% of customers will read them before they stop into a local business 11. To get more Google reviews, provide excellent customer service, add review links to your website and emails, and simply ask for reviews from current and former customers.
SEO Industry Statistics
The average SEO budget for a small business is almost $500 per month
You don’t have to spend thousands upon thousands of dollars on SEO. On average, a small business budget is $497.16 per month 12. You can always increase your budget as you see results and earn more revenue.
SEO agencies charge an average of over $3,200 per month
If you don’t have the in-house time or expertise to focus on SEO, you might consider an agency. However, keep in mind that SEO agencies can be pricey. You can expect to pay an average of $3,209 per month for their services.
SEO roles are projected to grow by 22% between 2020 and 2030
SEO specialists can work for digital marketing agencies or in-house marketing departments. The demand for these types of professionals is forecasted to increase by 22% between 2020 and 2030 14. Depending on your budget and goals, you might want to hire an SEO specialist to assist with your SEO strategy.
The SEO industry is forecasted to be worth almost $218 billion by 2030
Rest assured SEO isn’t going anywhere anytime soon. By 2030, the SEO services market is predicted to grow to $217,846 15. As a small business, SEO should be a part of your overall marketing plan today, tomorrow and years down the road.
52% of business leaders develop content with the help of AI
Content marketing, which focuses on creating useful and informative content can lead to better SEO results. Thanks to the rise in AI content generation tools, you can simplify your content marketing efforts, just like 52% of business leaders who are currently doing so.