Adland is keeping things short and sweet to make you click: Semrush
According to “The State of Search 2022″ global report by global data provider Semrush, adland is keeping things short and sweet to make you click, with the study revealing that 71.5% of ads shown by Google only have 3-5 words.
The report also found that Google ignores title tags, rewrites SERP titles 62.1% of the time and 51% of last year’s online searches were only 1-2 words.
Leveraging Semrush’s database of 160M keywords, the report breaks down notable changes across SERP features, Google rankings, web vitals, and ecommerce.
Some key findings included that questions are the key to search success. 60% of unique search terms are based on informational intent (answer to a specific question).
In addition, the survey found that greater online searches start with simplicity. The majority (51%) of all searches in 2021 were 1-2 keywords in length with an overwhelming amount of ads shown by Google being keywords 3-5 words long (71.5%).
It also warned marketers to watch out for Google SERP title rewrites. Last year Google rewrote a greater quantity of SERP titles than ever before, ignoring title tags and rewriting the SERP title 62.1% of the time.
As well as this, local listings remain a critical SEO component. The report showed that the overwhelming majority of local listings shown to users were within two miles of the searcher’s location while only 6% of listings were more than 10 miles away.
Other findings included that there were significantly fewer newly ranking URLs in the top 100 results versus 2020
The average drop in the number of newly ranking URLs per market was 7.4%. Traffic share by device saw an increase for desktop in 2020, which continued into summer 2021 even after many physical establishments had begun to open up again.
Organic traffic going to e-commerce sites decreased by 23.2% year-on-year. As of October 2021, only 32% of URLs passed CWV-related tests with scores for LCP, FID, and CLS on mobile
Semrush collected the top 100,000 domains for each month over the period of January 2020 – September 2021 from Semrush’s Traffic Analytics and calculated the average performance for each month. We aimed for two categories for each domain where possible, and then analysed the results per category. It selected the most popular categories with large numbers of domains.
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