Google wants to keep you on Google!
Google the information aggregator!
Google is behaving more like a website than a search engine.
We've discussed Google's Mission "to organize the world's information and make it universally accessible and useful" in the past. However, in recent years, Google has evolved from an information-organization to an information aggregator. That is, instead of merely sending its users to a website based on a search result, Google has taken on the role of aggregating and storing information it obtains from various websites and presenting this to its users.
Google the Search Engine has become "Google the Aggregator"
Consider the example below. Google provides its users with information it has gathered from various (trusted) online sources about a business and presents it to its users. The option to actually click away from Google to the business' website is still there, but is a very small part of what is presented. Google also gives users options to directly call a business or to click for driving directions.
Traffic to your website is only a small part of the story.
What this means is that if you're only measuring traffic to your own website, you're missing most of the story. Ultimately, getting visitors to your website is not as important as getting Google to present accurate information about you to its users so that they actually walk through your doors
To achieve this, you need to ensure that information about your business is available in multiple trusted sources online so that "Google the Aggregator" can present a good snapshot of your services and products to its users.
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To learn more about Google's behavior, click on the article below
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