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Kieran: That's one of the stats saw in your guide that I thought was most shocking. Kieran: Two things. there is a really great stat in your voice guy that we are going to get into that again references the fact that organic click-through rates have dropped 37% which speaks to the impact on featured snippets. He shows how the click-through rates for organic search results on mobile are decreasing, which he puts down to the rise of 'no-click' search results, where the person searches for something but doesn't click on the result. Google appears to be making great steps to continue their ad-driven growth in mobile. Now, it might have been ten years ago or whatever, we all typed into Google. The other side of it is that you can rank in voice search in the eighth spot and before, in traditional search, if you are number eight and you looked up and if you saw few sites above you, you would have a hell of a time outranking them, even in traditional search.
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There we have it! We have done a lot of testing on featured snippets as well, we've had mixed results. It's not really ads, a lot to people blame ads but if you look at click-through rates across the board, ad click-through rate has been flat-lined. Manager do not just manage work but essentially manage people but that shouldn’t stop them from knowing things that their team members are doing so that they can offer them their inputs when stuck. What are the core skill sets that great people have who can still win in this space? The more you understand it and how to implement it in your marketing strategy, the more success you'll have. I am not saying you should avoid these keywords altogether, of course, but if you have a choice between two keywords and they're pretty close, I think a tie-breaker is that one's more conversational than the other, go with that one. With one simple click of a button, they can do so.