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How Younger Users are Engaging with the SERPS

If you’ve noticed a dip in the organic traffic to your site lately, especially from younger audiences, you’re not alone. Studies have shown that younger users are relying on featured snippets and the knowledge panel to get the information they need. Often times, they don’t even need to click a link to get the answers they’re looking for.

Millennials and other younger generations want to find the answers they need fast. After all, they grew up with rapidly advancing technology that has made it easier than ever to have all the information they need right at their fingertips. They’re not interested in doing extensive research on a topic when they can get the answer they’re looking for within seconds on the first page of Google. That’s where this shift has come in.

What the Surveys Have Found

A survey of consumers from multiple different countries has revealed that when a featured snippet is shown, nearly 40% of users ages 13-18 said they’d get the information they needed from the snippet and never actually click on a link. Although older users were likely to continue searching depending on the answer, nearly three-fourths of all respondents said that they found Snippets to be trustworthy. Similar results were found when knowledge panel content was shown. More than 90% of users said that they look at the knowledge panel results, and almost 40% admitted that they consider their search complete after seeing the answer.

How to Adjust Your Strategy

With more and more users relying on the featured snippets and knowledge panel, it’s necessary to adjust strategies in order to still be getting users to your site. We understand that this dip in traffic can be cause for concern, so here’s what you can do. Optimize for featured snippets: Featured snippets are pieces of content that show up in Google’s Search results. Most commonly, featured snippets are shown as a paragraph, list, or table to answer a question. Since it’s evident that users are trusting these answers, it’s certainly something worth implementing on your site. 

Creating Featured Snippets

If you need assistance learning how to best utilize featured snippets and knowledge panels, contact the experts at Boston Web Marketing. We’ll work with you to develop snippets that continue to drive users to your site. Take advantage of our full range of SEO services including on-site and off-site SEO, reputation management, and more. Fill out an online contact form or give us a call today at 857.526.0096! 


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