{"id":106677,"date":"2018-09-06T19:45:00","date_gmt":"2018-09-07T00:45:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/google-is-stealing-your-website-traffic-but-dont-panic-2\/"},"modified":"2024-12-20T04:52:41","modified_gmt":"2024-12-20T09:52:41","slug":"google-is-stealing-your-website-traffic-but-dont-panic-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/google-is-stealing-your-website-traffic-but-dont-panic-2\/","title":{"rendered":"Google is Stealing Your Website Traffic, but Don\u2019t Panic"},"content":{"rendered":"<p>If you are seeing a drop in traffic to your website in 2018 I can assure you, you are not alone. With SERPs looking a lot more like the below and Knowledge Panels housing vast amounts of information, the reality of local search right now is a user can get a ton of information without ever making it to your website.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-33350 size-full\" src=\"https:\/\/dev-dac-website-build.pantheonsite.io\/wpe-content\/uploads\/2024\/11\/google1.jpg\" alt=\"\" width=\"1601\" height=\"908\" \/><\/p>\n<p>Anybody looking for the Johnson Space Center in Houston, TX will know the address, hours of operation, and even that you don\u2019t need to be a pilot to apply to be an astronaut.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-33356 size-full\" src=\"https:\/\/dev-dac-website-build.pantheonsite.io\/wpe-content\/uploads\/2024\/11\/google2.png\" alt=\"\" width=\"554\" height=\"299\" \/><\/p>\n<p>With this much information available in Knowledge Panels, it should be no surprise that brands and marketers are seeing drops in website traffic as Google answers more and more of the questions that users used to get answered on a brand&#8217;s website.<\/p>\n<p>Let\u2019s take a few minutes to understand a number of the features that show up on Knowledge Panels, as I think this will stress to you exactly how much functionality Google is trying to provide to users directly on Google.<\/p>\n<p>There are &#8220;Questions &amp; answers&#8221;:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-33363 size-full\" src=\"https:\/\/dev-dac-website-build.pantheonsite.io\/wpe-content\/uploads\/2024\/11\/google3.jpg\" alt=\"\" width=\"484\" height=\"681\" \/><\/p>\n<p>There is the \u201cKnow this place?\u201d section:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-33369 size-full\" src=\"https:\/\/dev-dac-website-build.pantheonsite.io\/wpe-content\/uploads\/2024\/11\/google4.jpg\" alt=\"\" width=\"491\" height=\"401\" \/><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-33375 size-full\" src=\"https:\/\/dev-dac-website-build.pantheonsite.io\/wpe-content\/uploads\/2024\/11\/google5.jpg\" alt=\"\" width=\"482\" height=\"597\" \/><\/p>\n<p>There is a section to see what products a store is selling:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-33381 size-full\" src=\"https:\/\/dev-dac-website-build.pantheonsite.io\/wpe-content\/uploads\/2024\/11\/google6.png\" alt=\"\" width=\"312\" height=\"831\" \/><\/p>\n<p>Google even has integrations with third-party booking software, so they can power \u201cReserve with Google\u201d.\u00a0 You can check a business\u2019s availability and book an appointment without ever leaving Google.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-33387 size-medium\" src=\"https:\/\/dev-dac-website-build.pantheonsite.io\/wpe-content\/uploads\/2024\/11\/google7-249x300.jpg\" alt=\"\" width=\"249\" height=\"300\" \/><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-33393 size-medium\" src=\"https:\/\/dev-dac-website-build.pantheonsite.io\/wpe-content\/uploads\/2024\/11\/google8-205x300.jpg\" alt=\"\" width=\"205\" height=\"300\" \/><\/p>\n<p>There are &#8220;Reviews from the web&#8221; and &#8220;Popular times&#8221; as well.<\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69dfe10d858f5'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69dfe10d858f5');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-gb\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-33399 size-full\" src=\"https:\/\/dev-dac-website-build.pantheonsite.io\/wpe-content\/uploads\/2024\/11\/google10.png\" alt=\"\" width=\"408\" height=\"798\" \/><\/p>\n<p>Finally, one of the most important new features of Google\u2019s Knowledge Panel is Google Posts. This is a free vehicle to publish content or incentivise traffic to your brand.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-33405 size-full\" src=\"https:\/\/dev-dac-website-build.pantheonsite.io\/wpe-content\/uploads\/2024\/11\/google11.png\" alt=\"\" width=\"407\" height=\"568\" \/><\/p>\n<p>These are just a few examples of features in the Knowledge Panel for businesses; there are plenty of additional features as you get into different industries.<\/p>\n<p>It should be clear now that Google is trying to keep traffic on Google platforms. Google used to exist simply as a way to drive traffic to websites, but in today\u2019s world Google has a better chance of getting an ad click if they keep users on their own properties. Additionally, Google is looking to gain a piece of each transaction that takes place, which is evident in the Reserve with Google feature. So when you book an appointment or buy a product and an ad click hasn\u2019t occurred, Google would still like to gain revenue by being the medium on which that transaction happened and getting a fee for being the marketplace.<\/p>\n<p>With brands having to educate all levels of their organization on why website traffic may be experiencing declines, it is important to understand that while traffic may decrease, the value of having a properly optimised website is no less today than it was last year. Search engines still need to understand what your business does for ranking purposes, and they need content for Knowledge Panels to provide the best possible user experience. A good example is events. In the below screenshot you can see events occurring at Fenway Park. This event information is being pulled from sources like Ticketmaster and the MLB website.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-33411 size-full\" src=\"https:\/\/dev-dac-website-build.pantheonsite.io\/wpe-content\/uploads\/2024\/11\/google12.png\" alt=\"\" width=\"417\" height=\"728\" \/><\/p>\n<p>In conclusion, brands should be aware that they may now experience\u2014and certainly in the future\u2014a drop in traffic to their website. This drop in metrics shouldn\u2019t be met with gloom and doom, however, as what is actually happening is just a different route to interacting with their brand. What once was a user experience of 10 blue links that ended with people converting on a brand&#8217;s website is now users never leaving Google before getting the information they need.<\/p>\n<p>At the end of the day, the ability for brands and marketers to convert online traffic should still be the same. It\u2019s important to take advantage of the Knowledge Panel features that Google has rolled out and to not disregard your website, as it is still a very important marketing feature. A good mind frame for brands should be to optimise your Knowledge Panel first then work on your website, as it really shouldn\u2019t be crazy to think that your Knowledge Panel is going to be the place where user experiences take place first. Plus, Google has shown no signs that this trend will lessen in the future.<\/p>\n<p><em>Kyle Harris is the Product Director at DAC and is based out of New York. For more insights on how to <a href=\"\/en-gb\/services\/local-listings-management\/\">maximise your local business listing<\/a>, please\u00a0<a href=\"\/en-gb\/contact\/edinburgh\/\">get in touch with DAC<\/a>!\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you are seeing a drop in traffic to your website in 2018 I can assure you, you are not alone. With SERPs looking a lot more like the below and Knowledge Panels housing vast amounts of information, the reality of local search right now is a user can get a ton of information without [&hellip;]<\/p>\n","protected":false},"author":61,"featured_media":106653,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.72,"reading_level_needs_review":"0","footnotes":""},"categories":[2904],"tags":[],"class_list":["post-106677","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Google is Stealing Your Website Traffic, but Don\u2019t Panic | DAC<\/title>\n<meta name=\"description\" content=\"Find out why Google may be the reason behind your drop in website traffic, and why 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