In 2021 (to date), Google accounted for just over 70% of all global desktop search traffic, followed by Baidu at 13%, Bing at 12%, and Yahoo at 2%.
Google has already received 360 billion searches this year (and counting).
Of the billions of searches that happen on a given day, 15% of daily searches are new to Google.
On the first page alone, the first five organic results account for 67.60% of all the clicks.
Google’s search algorithm uses more than 200 factors to rank websites.
High-quality content and link building are the two most important signals used by Google to rank your website for search.
57% of marketing executives say on-page content development was the most effective SEO tactic.
The average content length of the top position Google article contains 2,416 words.
The average word count of a voice search result page is 2,312 words.
55% of households are predicted to own a smart speaker by 2022.
91% of all pages never get any organic traffic from Google, mostly due to the fact they don’t have backlinks.
55.24% of pages don’t have a single backlink.
The more backlinks a page has, the more search traffic it gets from Google.
Top results on Google’s first SERP have 3.8 times more backlinks than those below them.
The top four ranking factors are direct website visits, time on site, pages per session, and bounce rate.
In 2020, 55% of all worldwide online traffic came from mobile, 42% from desktop.
By 2025, nearly 73% of internet users will access the internet solely via mobile devices.
36% of SEO experts think the headline/title tag is the most important SEO element.
69.7% of search queries contain four words or more.
Long-tail keyword searches have a click-through rate 3% to 5% higher than generic searches.
70% of marketers see SEO as more effective than PPC.
More than 1.3 million businesses, website publishers, and nonprofits nationwide benefited from using Google’s advertising solutions.
61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority.
“Where to buy” + “near me” mobile queries have grown by over 200% in the past two years.
Updating and republishing old blog posts with new content and images can increase organic traffic by as much as 106%.
Images are returned for 27.9% of search queries on Google.
Video is 50x more likely to get organic ranking than plain text results.
62% of Gen Z and Millennial consumers want visual search more than any other new technology.
40.7% of all voice search answers came from a featured snippet.
“Best” + “right now” mobile queries have grown by over 125% in the last two years.
Only 0.78% of Google searchers click on results from the 2nd page.
SEO statistics you need to know
Staying on top of what you need to know to nail your search engine optimization A-game is absolutely essential if you want to succeed with digital marketing. It’s also completely intimidating, because it seems like the rules are always changing one day to the next.
Let's go deeper with must-know SEO statistics
The changing reality of the SEO landscape is equal parts fascinating and intimidating. As marketers, we know staying on top of the hundreds of Google algorithm updates and SEO best practices is key to positioning our digital content and increasing organic search results.
It’s important to remember that SEO isn’t only about competing with others trying to rank for the existing terms. With so many new searches happening every day, SEO is as much about getting found for new terms as it is for what’s already popular.
How do you rank for something new?
This is where Google’s BERT algorithm comes in.
With the much longer name of Bidirectional Encoder Representations from Transformers, BERT is “neural network-based technique for natural language processing (NLP) pre-training.”
In other words, BERT looks at the context and intent of words in a series. So when you write with the intent to educate on a certain topic, BERT understands what you’re doing and rewards you for it.
There’s no secret, then, to “hacking” the BERT algorithm. The key is to write like a human.
4. On the first page alone, the first five organic results account for 67.60% of all the clicks.
Sure, your page analytics tools will show you what you’re ranking for on pages two through 10, but this stat shows that it really is good to be on top.
With more than two-thirds of all clicks going to the first five organic results, the competitive field is tougher than ever and marketers need to be savvy, creative, and a little bit lucky to gain that prime real estate.
5. Google’s search algorithm uses more than 200 factors to rank websites.
Google remains somewhat mysterious about exactly what and how they rank, but SEO experts the world over have been making lists (and checking them much more than twice) to pinpoint the magic of SERP ranking.
Backlinko has done a nice job of keeping this list up-to-date and it is comprehensive.
Even so, there is so many rather obvious and low-hanging fruit on the SEO tree.
6. High-quality content and link building are the two most important signals used by Google to rank your website for search.
How long does good content need to be? Enough to fully answer your buyers’ questions.
But if you want that good content to rank well, aim for the 2,000+ word mark.
The more you write, the better informed your readers will be, the more you can show your transparency and honesty, the higher opportunity you’ll have to link out to other reputable sites, and likely the more backlinks you’ll receive.
As it turns out, backlinks are no joke when it comes to ranking.
9. The average word count of a voice search result page is 2,312 words.
According to SEMrush’s study on ranking factors, long, quality content and internal linking are also weighted heavily when it comes to being found.
But top-notch writing will only get you so far.
If you want your visitors to stay on your site, you’ll need to consider their needs, not only in terms of the content you provide but how they navigate through that content as well. This is called technical SEO and it just as big of a factor as on-page elements.
16. In 2020, 55% of all worldwide online traffic came from mobile, 42% from desktop.
Before you go changing everything to mobile, it’s important to look at the analytics specific to your site. These are global stats and may not represent what’s going on in your next of the cyber woods.
In 2019, Google rolled out mobile-first indexing, which means that Google will look primarily at the mobile version of a website, versus the traditional desktop version.
This shift makes sense, given that by 2025 its forecasted almost 75% of users will user their mobile device to access the web. This means prioritizing your site's mobile experience is more important than ever. Use Google's free Mobile-Friendly test to see how your website preforms on mobile.
18. 36% of SEO experts think the headline/title tag is the most important SEO element.
It’s tempting to spend the bulk of your time crafting the perfect copy for an article then to just want to move on. Because of this, we tend to treat the headline as an afterthought.
That’s a mistake, according to the majority of SEO experts surveyed recently.
Your headline will not only let the search engines know what you’re writing about, but there’s a good chance it will show up across social media feeds, in newsletters, and in all the backlinks you’ll receive.
Your audience will only click into that headline if it’s appealing enough to grab their attention.
Take the time to create multiple (at least three) versions that contain the keyword phrase you want to rank for. Then, workshop your title with coworkers and colleagues.
The time you put into crafting the perfect headline will pay off in traffic and ranking.
19. 69.7% of search queries contain four words or more.
If you’re a business that depends on local traffic or has a limited service area, this is key.
Local SEO tactics are important for smaller businesses that might not be blogging or creating a ton of content. Make sure your site is in the appropriate registries and all of your information is up to date.
If your site is not optimized for mobile or local search, it will not show up in mobile search results, and those local customers won’t be visiting your store.
25. Updating and republishing old blog posts with new content and images can increase organic traffic by as much as 106%.
SEO Inc. sites a study from Forrester Research, where it was revealed that video is 50 times more likely to achieve organic page ranks in Google than plain text results.
This can partly be attributed to the fact that there is less competition among video than there is plain text, which makes it easier to rank well with video. In the study, video content had an 11,000 to 1 chance on average of making it to the first page on Google. In comparison to the 500,000 to 1 odds of the same for text-based content, the odds sounds pretty good for ranking with video.
28. 62% of Gen Z and Millennial consumers want visual search more than any other new technology.
Not only are mobile queries on the rise, but so are requests for best lists. Think about how to include similar searches in your own strategy (i.e., Best commercial flooring options right now, Best phone out right now, Best investments to make right now, Best SEO strategy right now).
31. Only 0.78% of Google searchers click on results from the second page.
It may seem obvious that the click rate would drop dramatically on the second page of Google's search results, but the drop is drastic. Less than 1% of Google searchers will venture to the second page to find what they are looking for.
This makes it even more important to take the key actions needed to optimization your content to rank on the first page.
Key takeaways for your 2021 SEO strategy
There’s so much to consider when developing an SEO strategy, especially when so much is changing year to year. So of the biggest things to keep in mind for 2021:
Marketers are spending more time and money on SEO, which means the competition for the top spots will continue to heat up.
Providing value to your customer is still the best approach to ranking in search engines, so keep writing quality content and designing top-notch user experiences.
Mobile is increasingly becoming a larger factor in ranking, especially when it comes to local marketing.