[Read the original article on Search Engine Watch] According to a report distributed by Millward Brown Digital, during June at least 3 out of 10 visits to car insurance websites originated in organic search results, with insurance giant State Farm topping this statistic with 36%. The report cites the importance car insurance websites place on SEO. This includes, of course, ranking in the first page of search results for main keywords, but also the number of times some companies can be found for the same search phrase. According to Geico and Progressive, two other insurance conglomerates that invest heavily in SEO, Progressive’s apparent aggressive efforts to rank as many times as possible within the first page of results for the same search term certainly pay off. While Geico and Esurance account for 6.2% and 4.9%, respectively, of all visits originating in relevant search terms, Progressive lead the industry with 10%. This news further reinforces that SEO, and the need to invest in it, is alive and kicking – and still generating the most profitable leads compared to other channels.
Google Begins Displaying Product Ratings in Ads
[Read the full article on Search Engine Land] Google officially integrated its reviews and ratings system within ads for products in Google stores. Unlike previously, the system will display reviews along with product images in search results. Currently, this update will only be available in the United States, but it’s likely to be launched in other countries soon as well. In an official announcement, Google Shopping Product Manager Mike Capsambelis said: “We believe these ratings will help differentiate products across google.com and google.com/shopping and will help merchants drive more qualified traffic through Product Listing Ads. In initial tests, product ratings also helped increase click-through-rates of Product Listing Ads.” Business owners who use Google Shopping have until October to align their offerings with Google’s ratings system, to ensure they’re displayed correctly in search results.