30 Amazing SEO Facts in 2020

GWM have researched and completed a comprehensive list of SEO statistics to give you a greater understanding of the search engine marketing landscape.

Developing an effective SEO strategy can be incredibly daunting even for the most seasoned marketer. It is a complicated and dynamic industry which is for ever changing with continual SEO algorithm updates and new strategies. The only sure fact that you can count on, is that if you are not constantly evolving your SEO strategy and content then you are going to go backwards in the search engine rankings.

With digital marketing and in particular search engine marketing becoming more and more prevalent, it is so important to partner with the right SEO agency, that not only know the technical aspects of search engine marketing, but will also employ ethical ‘white hat’ techniques.

We hope you find this list of SEO statistics for 2020 eye-opening, and as enjoyable to read as it was for us to compile them.

1. Top 4 search engines used by Australians

Google ranks as the number one search engine dominating the industry in Australia with more than 94% market share.

Microsoft’s search engine Bing comes in at second place with a 3.5% market share in Australia. DuckDuckGo has a 0.54% market share in Australia, putting it ahead of Yahoo (0.52%) in fourth place.


2. Organic traffic is more effective than paid traffic (PPC)

Google ranks as the number one search engine dominating the industry in Australia with more than 94% market share.

Microsoft’s search engine Bing comes in at second place with a 3.5% market share in Australia. DuckDuckGo has a 0.54% market share in Australia, putting it ahead of Yahoo (0.52%) in fourth place.


3. Spend breakdown between SEO and PPC

It is estimated that 86% of search engine marketing spend is on PPC, compared to only 14% allocated to SEO efforts. This research is quite startling given the above statistics about how more effective search optimization can be, yet it is only receiving less than 15% of the spend. Furthermore, SEO will provide value well beyond the time a campaign ends, as opposed to PPC, which stops working the minute you turn the campaign off.


4. 36% of small businesses have an SEO strategy

Despite almost every business now having its own website, only 36% of small businesses have an SEO strategy in 2020. The most common digital marketing strategies employed by small businesses are social media marketing and mobile friendly websites. Of those small businesses with a SEO strategy, 48% invest in content marketing Around half businesses will invest in keyword research, and approximately around 30% on link building.


5. 60% invest in PPC advertising

Of those small businesses with a SEO strategy, 60% also invest in PPC advertising in 2020. These businesses view PPC as a good compliment to their SEO strategy by guaranteeing positioning at the top of the search results and providing more immediate results and leads than the longer-term results of their search engine optimisation strategy.


6. Only 45% of businesses have claimed their Google my business listing

Google My Business is the free local business directory that allows you to highlight your business online. It is pretty much the only ‘free kick’ that you’ll receive from Google and allows you to list important business details such as your website, contact details, trading hours, location, photos, and customer reviews. It’s quite easy to claim and then set-up your own Google My Business account and therefore a wasted opportunity if you don’t.


7. How many searches are conducted on Google per day

It is estimated that Google processes roughly 5.8 billion searches per day. Can you imagine the amount of computer power it would take to process that; mind-blowing! This translates to 3 to 4 searches per day by the average person.


8. There are over 22 million internet users in Australiay

As of January 2020, there were over 22 million Internet users in Australia. Internet users in Australia spend an average of 5.5 hours per day on the internet, including approximately 3 hours on streaming services, 45 minutes streaming music, and 1.5 hours using social media.


9. 60% of Google searches are done using a mobile device

Not surprisingly given the proliferation of smart devices, over 60% of Google searches in 2020 are conducted on a mobile device. Approximately 35% of all mobile Google searches are related to location. It goes without saying that it is now essential that your website is mobile friendly and that you have a local SEO strategy to capitalise on the large proportion of local searches being made from mobile devices.


10. Top 5 positions on Google account for over 75% of clicks

Everyone knows that the bulk of clicks come from results on the first page of Google. In fact, the first five organic results account for over 75% of all the clicks; position 1 (32.5%), top 3 positions (61.5%).


11. If you’re not on page 1 of Google you’re not in the game!

It’s no surprise that recent research also found a significant drop in traffic from Page 1 to Page 2 results. Page 1 results achieve a staggering 92 percent of all traffic from the average Google search, with Page 2 search results achieving only 5% of traffic.


12. The Google search algorithm uses more than 200 factors to rank websites

Whilst no one at Google will ever reveal exactly how they determine the ranking of a website, it’s common knowledge amongst SEO Experts that there are 200 distinct factors that come into consideration when determining a website’s SERP ranking. So, what are the most important of these factors? In no particular order:

● The number and quality of inbound links

● Page Speed of both the desktop and mobile website

● The mobile ‘friendliness’ of your website

● The domain age, URL, and authority

● The volume and relevance of content

● The overall user experience of your website in terms of design and layout

● Social media links and profile

● On-page optimization such as title tags, etc


13. The average length of a page in Google’s page 1 results is 1,890 words

Google places a high value on both volume and relevance of content, with research indicating that pages with around 2,000 words ranking better than pages with less content on the same topic.

In contrast, Forbes indicates that an average of 600-700 words per page is optimal for SEO. Unfortunately figuring out the best content strategy for SEO is not an exact science. Even more important than actual word count is to keep on topic and make sure that the content written is user friendly and helping to answer the questions the user is looking for.


14. The importance of online reviews

A recent 2020 survey in Australia highlighted that 77% of businesses with positive online reviews are trusted by consumers. The most common community review sites include Google My Business, Facebook, and Yelp. Carefully managing your online reputation is critically important, when combined with a well-executed local SEO strategy.


15. What are the most common types of google searches?

Most SEO Experts classify search into 3 types:

● Informational search queries – looking for information and not for a specific company, product, or service.

● Navigational search queries – looking to find a location, particular type of business or website.

● Transactional search queries – focused on finding something to purchase.

When developing an SEO Strategy for your business it is critical to understand the type of information that your customers are most likely searching for and design your keywords and content around these queries. According to Moz approximately 8% of all searches are phrased as a question.


16. What is the average ROI for a pay-per-click campaign?

PPC stands for pay-per-click, a form of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Google has approximately 70% share of the search engine market in Australia, making it the most common form of PPC in this country. Research indicates that most advertisers on the Google Ads platform earn around 2 times the revenue for every advertising dollar they spend.


17. What is the average spend on content and link building?

Whilst no such study exists in Australia, a recent survey amongst businesses in the US indicated that around one third spend in excess of $12,000 per year on content creation and link building. Whilst Google are continually changing the weighting that it gives to link-building, its universally agreed by SEO experts that it remains amongst the most important ‘ranking factors in 2020.


18. The number one result in an organic Google search has an average ctr of 31.7%

To put this in context the average click-through-rate for a paid ad in Google Ads is only 2%. Further reinforcement of achieving a number one ranking for SEO, is that the first spot will likely generate over ten times the clicks as the bottom of page one.


19. Title tags between 15 to 40 characters have the highest CTR

Based on an analysis of 5 million Google search results, pages with a title tag length between 15 and 40 characters have an 8.6% higher CTR compared to those with a shorter or longer description.
The same analysis indicated that title tags that contain a question have a 14.1% higher CTR than pages without a question in their title. We recommend incorporating emotional titles where appropriate as they are found to improve click-through-rates by approximately 10%.


20. Does your URL impact your CTR and page ranking?

It is a common misconception amongst some SEO agencies that incorporating a keyword into your URL can dramatically impact both your ranking on Google and your click-through-rates. However, according to a detailed research report by Moz, URLs are only a minor ranking factor Google uses when determining a page’s ranking.


21. How long does it take for a page to be ranked on Google?

It can take anywhere between 1 day to 4 weeks for a site to be indexed by Google. The amount of time it takes will vary based on several factors, such as the site’s popularity, the structure of the content is, whether your website as a site map and the size of your website. GWM are able to fast track this process, however we still cannot guarantee a time period.


22. Organic results account for approximately two thirds of clicks in Google

Not only do organic searches account for the majority of clicks in Google, when compared to paid ads, the quality of these leads are usually far better than those from PPC. Take the following into consideration:

● 57% of B2B marketers say SEO has the biggest impact on lead generation.
● Organic search leads have a 15% close rate, compared to less than 2% for outbound marketing leads.
● Big spending B2B customers are more likely to turn to organic search for information than paid ads.


23. Google search volume are growing 10% to 15% per year

Search engine marketing and SEO are only becoming increasingly integral to any marketing strategy. Not only is internet usage and e-commerce exploding, almost every consumer and business transaction will involve an internet search at some point during the decision-making process. If your business cannot be found on the search results then you’re fighting a losing battle.


24. Mobile devices account for 58% of all Google searches

With over 90% of Australians now having access to a smartphone, mobile devices have become an integral part of SEO due to the proliferation of smartphones. Almost 60% of Google searches are now done via mobile devices, which is an increase of 200% from only five years ago.


25. 30% of Google searches on mobile devices relate to location

These numbers demonstrate the importance of having a Local SEO strategy that focuses on capturing the local market in proximity to your business. Google Search statistics show queries like “furniture store open near me”, and “televisions on sale near me” have increased significantly in the past few years.


26. 65% of clicks on Google Ads come from a mobile device

Usage of mobile devices for paid searches are even more pronounced, with 65% of clicks on Google Ads coming from a mobile device.

27. 20% of searches in the Google app are voice activated searches

The proliferation of Google Home and other voice activated smart devices has made voice enabled searches increasingly important. Whilst Australia lags the 23% penetration of Google Home in the US, it is only a matter of time before we catch-up.


28. Half the searches made on Google are at least 4 words in length

Whereas SEO agencies are often asked by their clients to focus on incredibly competitive short phrases, long-tail keywords can be a highly effective SEO and content marketing strategy to attract the ‘low hanging fruit’. Long-tail keywords are typically more specific and allow users to search for exactly what they’re looking for. This typically results in a far higher click through rate as well as the search results are more likely to match the users query.


29. Almost half of all Google searches have local intent

It is not surprising as Google attempts to make search results relevant and more focus is being given to provide local results in the SERPs. This is yet another reason why having a Local SEO strategy is so important for businesses, even if you don’t have a physical store.


30. Local SEO enhances in store sales

Local SEO should be an integral part of any retailers marketing strategy. The vast majority of users who conduct an online search that includes a location will end up visiting a store within close proximity and purchasing the product they were searching for. Not only that, but nine in ten will visit the store within 24-hours of conducting their online search.


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