Hello readers of Agência Mestre’s blog!
Recently, the Search Engine Land portal has found a very relevant publication on research that was only carried out by Google. An analysis revealed that just 148 key words represent 15% of all searches performed outside of Google. This is just two surprising data extracted from a study that analyzed nearly 332 million queries involving more than 320 thousand unique terms, conducted by Rand Fishkin, of SparkToro, with data provided for Data.
This point highlights a worrying trend: organic search traffic is increasingly concentrated on a smaller number of sites. In the current scenario, gaining visibility in Google Search has never been too challenging – especially in conjunction with advanced functionalities, such as “AI Visões Gerais”.
The 148 Most Researched Thermoses
Much of these terms are browsing queries, or are users looking to directly access a specific platform or service. Among the 10 most searched terms, the following stand out:
- YouTube
- Gmail
- amazon
- ChatGPT
- Google Translate
- WhatsApp Web
- Google Maps
- pornhub
- Google Docs
Other Relevant Data of the Analysis
Distribution by Search Intention
This is how you are looking for forums classified into four main categories:
- Informational: 51% search (ex.: “How to make a bolo”)
- Navigational: 33% (ex.: “Facebook login”)
- Commercial: 14.5% (ex.: “Best cellular of 2024”)
- Transactional: Barely 0.69% (ex.: “Buy Nike sneakers online”)
Looking for Branded x Generic
44% of queries are directed to specific brands, while the remainder are generic terms.
Além disso, the study revealed that the “long tail” – searches that occur less than 11 times per month – represents only 3.6% of the total demand, indicating that the interest is increasingly centralized in widely known terms.
What Isso Means for SEO and Digital Marketing
The research reaffirms the importance of diversifying your discovery channels for your brand or business. Having only Google as a source of traffic can limit growth opportunities. Platforms such as YouTube, TikTok, LinkedIn and newsletters are establishing themselves as valuable alternatives to reach audiences at different times of the purchasing journey.
Also, strategies that capture existing search intent (such as short-term SEO) tend to be more effective than efforts devoted exclusively to discovery by new terms.
Next Steps: Thinking Além do Google
As it becomes more and more decentralized, marketing professionals are increasingly encouraged to:
- Expand strategies for social and video media: YouTube and TikTok are among the most promising platforms;
- Create segmented content: Customize messages to serve specific audiences on diversified platforms;
- Invest in proprietary channels: Like newsletters and blogs, which guarantee a direct connection with your public.
To stay competitive, it is essential to rethink SEO and paid traffic strategies as part of a broader and more integrated approach. With changes in search behavior, the ability to adapt will be the differential in capturing attention and generating sustainable results.
The fact is that gaining relevance on Google has never been difficult, but the opportunities continue to be available to brands willing to explore new channels and connect with audiences in innovative ways.
O SEO Não Morreu
Even in the face of increasing difficulties in positioning a site on Google, there is still a great opportunity to master and apply SEO strategies efficiently. Organic traffic continues to be one of the most valuable sources for attracting qualified visitors, generating leads and increasing sales in a sustainable way.
At Agência Mestre, since 2008, we have helped small, medium and large companies achieve expressive results through SEO. With more than 16 years of experience, we are specialists in creating personalized strategies that drive businesses to grow, gaining visibility in close competition.
If you want to transform the way your company attracts customers and positions itself online, as the country’s leading SEO agency.
