IS GOOGLE REPLACING YOUR WEBSITE?February 21, 2019
In a case study of local key performance indicators (contact form fills, click to call, driving direction requests, etc), 70% of calls and driving directions were coming directly from Google while 25% were coming from our business websites. As a side note: these numbers were compiled from data as far back as 2017 so my guess is they’re probably a little higher in favor of Google based on today’s search trends.
Many of the website conversions originated at Google as well… but as you can see, MOST people are stopping at Google and making the call or requesting the driving directions right there.
The answer is NO. Google is not “technically” replacing your website.
BUT, GOOGLE IS BECOMING YOUR NEW HOME PAGE!
Your branded search result (when someone searches for you or your company by name) with the Knowledge Panel (the section to the right side with images, contact info, etc) is quickly becoming the single most important piece of digital real estate you control.
Think about it… it’s basically like having your About Us, Contact Us, Testimonials, 3rd Party Reviews, blog and gallery pages all rolled into one spot.
It just also happens to be the one spot where MOST people begin and end their searches.
- Use GMB (Google My Business) to create the base of your businesses profile with up to date contact info
- Upload some images and videos (name them using the business name)
- Take advantage of the various tools GMB has within (posts, coupons, live chat, etc)
- Set up a review curation system for getting reviews from multiple sources (Google, Yelp, FB, Yellowpages, etc)
It can take a little bit of time and effort, but trust me, this is where you need to focus… because this is where the data shows consumers are focusing.