30-second summary:

  • The evolution of search results in addition to this crazy pandemic has changed search results more than ever. Including new features to drill down by brand, see news, and reviews.
  • Brands who appear in both paid and organic listings were at the lowest level in 11 years with just 8% of brands appearing in both categories.
  • Google local map pack results are appearing in 47% of search results. The highest since this study has been conducted in four years.

Yes, we know, this year is unlike any other. The world is always changing around us, but this year the pace of change is faster and more jarring than ever. The search engine marketing world has had massive changes. This made my annual look at search engine results very interesting. Starting back in 2010 I started trying to understand how brands handled bidding on paid search when they were also in organic search. Recently, this has also included how often the local map pack + shopping results were included. At a macro level, this year caused massive changes – for example, travel is basically shut down, curbside is now a word that not only we are all familiar with but expect brands to deliver, and ecommerce has experienced explosive growth.

Search engine saturation at the lowest level in 11 years

So how did these macro changes impact the number of brands who appeared in both paid and organic search? Simply put it…

Read More…