L’UE approva progetto per prevenire gli attacchi informatici
Il Consiglio dell’Unione Europea ha approvato le nuove linee guida in materia di strategia sulla cybersicurezza per il decennio 2020-2030. Nel documento finale sono stati indicati i passaggi da compiere nei prossimi mesi per per prevenire gli attacchi informatici, comprese la creazione di un’unità europea di cybersecurity, l’implementazione dell’infrastrutture europee per il 5G e la creazione di un gruppo di lavoro per il cyberspionaggio nelle strutture dell’intelligence europea.
Choosing The Best B2B Influencers Is Key To Success — Here’s Why
Why is it important to find the right B2B influencers?
Are there right and wrong ways to approach the process of choosing the best B2B influencers?
The crucial task of selecting B2B influencers who will drive the greatest success for a brand isn’t a simple one, yet it’s one often shrouded in mystery — a question that we’ll explore utilizing a collection of do’s and don’ts.
There is no single more important element in B2B influencer marketing than finding subject matter experts who will provide the best relevance, resonance, and engagement for your brand.
Join in as we take a look at what a smart B2B influencer selection process looks like, and why some approaches are better than others. If you’re wonderful why influencer marketing is a winning solution for B2B brands, also be sure to check out our recent “Why Influencer Marketing Should Be a Priority 2021 Tactic for B2B Brands.”
[bctt tweet=”“There is no single more important element in B2B influencer marketing than finding subject matter experts who will provide the best relevance, resonance, and engagement for your brand.” — Lane R. Ellis @lanerellis” username=”toprank”]Don’t — Rely Solely On Follower Counts
Mere follower count tallies tell only a partial tale when it comes to whether an influencer’s audience is first and foremost authentic — and not filled with fake accounts and the like — along with being topically relevant to the issues that are important to a brand.
A potential influencer’s follower count plays a role in the selection process, certainly, however learning whether an industry expert’s followers are actively engaging with them by posting, commenting or by utilizing other forms of social sharing is usually a more important element when it comes to finding ideal influencers.
This type of follower analysis requires a deeper variety of research into whether a potential influencer will likely be a good brand match, and as we’ll explore, it requires both taking full advantage of powerful tools for measuring social media engagement as well as a human touch.
As our CEO and co-founder Lee Odden has shared with audiences since the dawn of B2B influencer marketing, in the B2B world you actually have to be an expert to be a great influencer — you can’t just be good at making videos, tweeting, or other individual particular forms of social messaging, as is often the case in B2C.
Do — Measure Follower Relevance, Resonance & Engagement
As we’ll explore, there are numerous helpful tools and platforms that help to a certain extent in the process of finding the best influencers for a particular brand, however their numerical measurements and rankings are only able to do so much, and often work best when several tools are used and then combined and analyzed by a competent B2B influencer marketing researcher.
It’s key to look at a potential influencer’s topical relevance, and their resonance — the degree to which that topic resonates with the audience network of a particular influencer.
[bctt tweet=”“There are numerous helpful tools and platforms that help to a certain extent in the process of finding the best influencers for a particular brand, however their numerical measurements and rankings are only able to do so much.” @lanerellis” username=”toprank”]Don’t — Take A B2C Influencer Approach For Reaching B2B Audiences
B2C influencer marketing’s traditional approach, often built on paid relationships with minor or major celebrities — while occasionally utilized in B2B marketing — typically isn’t well-suited to creating the kind of expert credibility that B2B buyers and customers are seeking.
Instead, smart B2B marketers use an influencer selection process that heavily relies on locating the most relevant subject matter experts for a particular topic — professionals who may be famous only on a certain niche industry Reddit channel or other social media platform.
Their form of celebrity, however — while on the micro side — resonates well with B2B buyers, as the fame a good B2B influencer has built is based on genuine expertise about a topic.
As Lee has explained over the years, if you want the best influencer content, invite the scientist, engineer, educator, or academic to share their perspective. When they do this as an influencer, it’s going to lift the quality of your brand’s content and help make it great.
Simply seeking true celebrities for influencer marketing and hoping for massive engagement offers very little return on investment in the B2B arena, where influence has reached a level of democratization. This presents new opportunities for influencers, and makes the process of finding the right influencer more challenging than ever, despite having what may be a bigger pool of influencer talent than ever to work with.
As Lee and others have suggested, smart brands will find B2B influencers that help them go for a little bit from a lot of different people in an important niche, where the micro-influencer approach has increasingly become more relevant as a way to build advocacy and co-create content in a way that speaks closely to the voice of the customer.
Do — Recognize B2B Brands’ Unique Influencer Challenges
The process of selecting the best influencer matches for B2B marketing should include substantial recognition of the nature of B2B influencer marketing, with its unique challenges such as significantly longer buying cycles than in B2C, while also being aware of the opportunities that are unique to B2B influencer marketing.
There’s little doubt that today’s B2B buyers are overwhelmed with options, and that they have often grown distrustful of marketing and advertising, which has increased the power of influencers, who are expert sources of trusted information.
Choosing the right B2B influencers leads to the creation of credible connections with people who are actively interested in paying attention.
B2B’s longer sales cycles result in vast amounts of content being created to help buyers learn, and the research they do is increasingly self-directed, so unlike in traditional B2C influencer marketing, B2B influencers must have the credibility to influence others.
When you’ve successfully found the best B2B influencers, you generally have people who are truly invested in improving their industry in the long run, so taking the extra time and performing the additional steps to discover and vet them are costs that are usually well spent.
Don’t — Settle For An Automated Generic Approach
We’ve touched on some of the tools and platforms available to help marketers find potential influencers — utilities such as Traackr, Onalytica, BuzzSumo, and dozens of others — and why even when combined, the numerical rankings such services can deliver will only take you so far in your journey to find the best B2B influencers.
As Lee has noted in his various presentations on B2B influencer marketing, it’s important to utilize software during this stage — tools that can crawl millions of social messages and algorithmically identify the people who have a particular combination of reach, network size, popularity — but more importantly — the topical relevance that shows that a potential influencer is indeed publishing content on the topic that you as a brand want to be the best answer for.
Do — Use A Human Touch To Refine Tool & Platform Recommendations
Perhaps the single most important work in finding truly the best influencers for a B2B brand takes place once the apps have been utilized, the platforms have been thoroughly put through their paces, and the social tools have crunched their final numbers — this is when the human touch begins, and takes the B2B influencer selection process to an entirely different level of success.
Using platforms and social tools, successful B2B marketers can have piles of data on potential influencers to work with, but what sets apart the best plan from the rest is when a professional familiar with every facet of B2B influencer marketing methodically assesses that data as just one piece of the digital tapestry of successful B2B influencer marketing success.
A cohesive approach to the B2B influencer selection combines the best data available about potential influencers with a human touch that includes such elements as:
- Staying True to a Brand’s Mission
- Weeding Out Irrelevant Data
- Prioritizing the Best Data
- Moving Influencer Recommendations into Solid Strategy
Other human-powered elements that go well beyond influencer research platforms and tools include the use search, customer relationship management (CRM), and social data relating not only to potential influencers but to a brand’s mission, to get an understanding of what it is that people are thinking about relevant to the brand and their customer connections. This type of information can help uncover intersections of topics that can be factored in when selecting the best influencers for a particular brand.
[bctt tweet=”“The best plans use a professional familiar with every facet of B2B influencer marketing to methodically assesses data as just one piece of the digital tapestry of successful B2B influencer marketing success.” — Lane R. Ellis @lanerellis” username=”toprank”]Don’t — Use Only A One-Off Approach
A short-term approach to B2B influencer marketing isn’t well-suited to activating the unique power that the top B2B influencers have to deliver stellar results to brands.
One-off B2B influencer campaigns are akin to merely borrowing influence by working with top industry experts, and when that’s the extent of a brand’s commitment, they’re not going to reap the full value and the many benefits of influencer marketing.
As Lee has noted, when you take a short term approach, you’re also typically not going to form the type of ongoing emotional connections with influencers that are central to an always-on approach to B2B influencer marketing.
Countering the short-term variety of B2B influencer marketing is always-on influence, which succeeds in part because buyers are always on, and our digital world of today certainly also is.
Do — Utilize The Power of Always-On Influencers
When choosing B2B influencers, be cognizant of the advantages of an always-on strategy, which thrives in making the type of lifelong commitment to clients and customers that creates avid fans. Despite its advantages, just 19 percent of B2B marketers are running ongoing influencer marketing programs, research from our State of B2B Influencer Marketing Report shows.
Among the many reasons why ongoing B2B influencer marketing programs are successful, the following insights from our research help reinforce the point:
- 60 percent of marketers who use always-on influencer marketing programs are very successful versus 5 percent who do periodic campaigns
- 12 times more marketers are very successful when they run an always-on influencer program versus those who opt for periodic campaigns
- 89 percent of B2B marketers who use an always-on approach expect their budgets to increase or remain the same in the next 12 months
- 94 percent say that influencer marketing will grow in importance over the next 12 months
- 75 percent saw an increase in their views of brand content using an always-on approach
The process of finding and selecting the right B2B influencers benefits when right from the beginning it’s understood that an always-on approach to influencer marketing will be used.
Among the human elements that go beyond prospective influencer ranking data to find the best influencers is an understanding of whether the relationships between brands and influencers will be short-lived or one that will stand the test of time.
A healthy selection process takes this into consideration, along with all of the other influencer research elements we’ve touched on.
Say ‘I Do’ To A Best-Answer Influencer Search
By knowing what not to do when it comes to finding and selecting the best B2B influencer matches, saying “I do!” to the right ones suddenly becomes much more straightforward. We hope that the insights we’ve explored here will help inform your own B2B influencer selection strategy.
More B2B brands than ever are turning to a dedicated specialist B2B influencer marketing agency such as TopRank Marketing, which has worked with brands from Adobe, LinkedIn, and SAP to 3M, Dell, Oracle and many more. Our research shows that 60 percent of marketers don’t have the right in-house skills or knowledge to execute an influencer marketing program. Learn how to begin an influencer marketing pilot program or start a full-featured always-on influencer program.
The post Choosing The Best B2B Influencers Is Key To Success — Here’s Why appeared first on B2B Marketing Blog – TopRank®.
TikTok, nuove misure in Italia contro la disinformazione
TikTok ha annunciato il lancio anche in Italia di nuove misure utili a limitare la diffusione di contenuti pericolosi, falsi o fuorvianti. Tra quelle più importanti, un banner anti-fake che apparirà su qualsiasi tipo di filmato non verificato dal social network, con l’obiettivo di tutelare gli utenti e limitarne ulteriormente la condivisione.
Videosorveglianza Wireless: i migliori prodotti 2021
Un tempo, mettere su un impianto di videosorveglianza domestica costituiva oggettivamente un incubo: significava dover crivellare il muro, stendere cavi ma soprattutto spendere cifre importanti (ben oltre il migliaio di Euro) e dover dipendere da un costoso e volubile servizio di assistenza.
Come Microsoft Surface Hub 2S cambierà il modo di lavorare
Ubisoft regala un weekend di prova di Watch Dogs: Legion
Ubisoft ha annunciato che Watch Dogs: Legion sarà disponibile gratuitamente dal 25 al 29 marzo sulle piattaforme Xbox One, Xbox Series X | S, PlayStation 4, PlayStation 5, Epic Games Store e Ubisoft Store per Windows PC. Inoltre, da oggi, sarà disponibile il pre-load.
1 aprile 20:00: diretta Zoom con il nipote di Sergey Korolëv, padre del programma spaziale russo
ASIMOF (Associazione Italiana Modelli Fedeli) vi invita a una serata in diretta Zoom con Andrey Korolëv, nipote di Sergey Korolëv, il padre del programma spaziale russo. Andrey, professore universitario e medico ortopedico a Mosca, ci racconterà di suo nonno con immagini, video e testimonianze sulla sua vita e i suoi successi, in occasione dell’imminente sessantesimo anniversario del primo volo umano nello spazio ad opera di Yuri Gagarin.
Se vi interessa partecipare, ci sono circa 200 posti disponibili, per cui affrettatevi a scrivere a info@asimof.it per prenotarvi.
L’evento è organizzato con la partecipazione di Associazione Astrofili Alta Valdera, Osservatorio Astronomico di Suno, Gruppo Astronomico Tradatese, Gruppo Astrofotografico Varese, Osservatorio Astronomico della Regione autonoma Valle d’Aosta e Swiss Apollo.
La diretta Zoom si terrà giovedì 1 Aprile alle ore 20:00 CET. Sarà in lingua inglese, con la possibilità di avere la traduzione simultanea in italiano (di cui mi occuperò io). Per ascoltare l’audio tradotto si dovrà semplicemente cliccare in Zoom su Interpretazione e poi scegliere il canale italiano.
Come anticipazione, lunedì 29 marzo alle ore 21:00 ASIMOF organizza una lectio magistralis da parte del Prof. Massimo Capaccioli, che descriverà la figura del Costruttore capo Sergey Korolëv.
Google News Showcase arriva in Italia
Questi nuovi accordi, firmati su base individuale, tengono in considerazione i diritti previsti dall’Articolo 15 della Direttiva Europea sul Copyright in relazione agli usi specifici online delle pubblicazioni giornalistiche, e rappresentano un importante passo avanti nella nostra relazione con gli editori italiani.
Con News Showcase ci proponiamo di offrire da un lato un servizio di qualità per gli utenti, e allo stesso tempo portare nuovi lettori e maggiori ricavi agli editori. Grazie a questa soluzione, infatti, su Google News e Discover sarà possibile leggere contenuti speciali di grandi testate nazionali e importanti redazioni locali, come Corriere della Sera, Fanpage.it, il Fatto Quotidiano, Il Foglio, Il Gazzettino, ilGiornale.it, Il Giorno, Gruppo Corriere, IVG.it, Libero, Il Mattino, Il Messaggero, MilanoToday, La Nazione, il Resto del Carlino, Roma Today, il Sole 24Ore, Il Tempo e Varesenews, solo per fare alcuni esempi.
News Showcase permetterà agli editori di rafforzare la propria relazione con i lettori, sviluppare nuovi modelli per la monetizzazione dei contenuti e trarre beneficio dall’aumento di traffico verso il proprio sito. Nelle prossime settimane, quando il servizio verrà reso disponibile in Italia, gli editori potranno per esempio curare le proprie schede di News Showcase per offrire maggiore contesto intorno a una notizia, e indirizzare i lettori verso l’articolo completo sul proprio sito o app.
Come parte del nostro accordo di licenza con gli editori, offriremo anche la possibilità ai lettori di accedere a contenuti selezionati dietro paywall. Questo sistema permetterà di conoscere meglio il lavoro di una redazione e approfondire una notizia, permettendo all’editore di incoraggiare la sottoscrizione di un abbonamento.
News Showcase si inserisce in un quadro più ampio di iniziative che rappresentano l’impegno di lungo termine di Google verso il mondo del giornalismo in Italia. Dal 2015 Google ha investito 11 milioni di Euro in progetti italiani di giornalismo, attraverso il Fondo per l’Innovazione della Digital News Initiative, mentre nel 2016 ha sottoscritto con FIEG un accordo triennale che ha portato l’azienda a investire oltre 16 milioni di Euro su una serie di settori strategici per l’editoria digitale. E nel 2020, con il diffondersi della pandemia di COVID-19, ha offerto supporto economico a oltre 300 redazioni italiane attraverso il suo Fondo globale di emergenza per il giornalismo locale.
A livello globale, oltre a programmi come la Google News Initiative e la collaborazione in ambito pubblicitario con gli editori, attraverso le sue piattaforme Google invia ogni mese ai siti di notizie 24 miliardi di clic, che permettono agli editori di aumentare i ricavi attraverso annunci e nuovi abbonamenti sui loro siti e app.
Le pubblicazioni che fanno parte di Google News Showcase sono oggi oltre 500 nel mondo, in decine di paesi tra cui Australia, Germania, Brasile, Canada, Francia, Giappone, Regno Unito e Argentina.
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Urbano Cairo, Presidente e Amministratore Delegato di RCS Media Group
“Siamo soddisfatti di aver raggiunto questo accordo che, regolando anche il tema dei diritti connessi, riconosce l’importanza dell’informazione di qualità e l’autorevolezza delle nostre testate. Un nuovo tassello nella partnership con Google che valorizza i quotidiani RCS e offre un ulteriore impulso alla crescita della nostra customer base, supportando con una sempre più ampia copertura informativa.”
Michela Colamussi, Director of Transition to Digital and Innovation Gruppo Monrif
“Il programma Showcase apre una nuova stagione di relazione con Google, perché affronta il tema dei diritti connessi alla distribuzione dei contenuti digitali, consente di promuovere il giornalismo di qualità delle nostre testate e di accelerare la trasformazione digitale dei processi editoriali e lo sviluppo dei ricavi da subscription.”
Giuseppe Cerbone, Amministratore Delegato Il Sole 24 Ore
“L’accordo con Google è un ulteriore riconoscimento del valore dell’informazione di qualità quale è quella de Il Sole 24 Ore. La remunerazione dell’informazione, inclusi i diritti connessi alla distribuzione dei contenuti digitali, è un fronte su cui il nostro gruppo editoriale è impegnato in prima linea con l’obiettivo di tutelare il nostro patrimonio di contenuti ad alto valore aggiunto. Questo accordo si inserisce in tale strategia ed è coerente con il processo di innovazione editoriale e tecnologica su cui Il Sole 24 Ore si è impegnato negli ultimi due anni. L’adesione alla GNI di Google e quella a News Showcase sono alcuni degli esempi.”
Cristiano Sartori, Amministratore Delegato il Foglio
“Il Foglio ha scelto da tempo di offrire un numero sempre crescente di opzioni di fruizione, non solo cartacee, per avvicinare sempre di più i lettori ai suoi contenuti. I servizi messi a disposizione da News Showcase, in linea con queste premesse e in armonia con le più recenti normative europee – come la direttiva copyright e il suo Articolo 15 sui diritti connessi – ci permetteranno di aprire un nuovo capitolo nella collaborazione con Google, per sfruttare le opportunità del digitale e aiutare il Foglio a rafforzare la sua identità, la sua libertà, la sua indipendenza, dando la possibilità alla nostra testata, a 25 anni dalla sua nascita, di consolidare la sua comunità.”
Gianluca Cozzolino, Amministratore Delegato e Fondatore Ciaopeople
“L’accordo con Google per il programma Showcase, oltre a riconoscere la remunerazione prevista nella Direttiva Europea sul Copyright, rappresenta per noi la naturale prosecuzione del percorso iniziato sin dai primi anni della nostra storia aziendale. Riconoscere un valore all’informazione di qualità è un passo determinante per lo sviluppo e la crescita dell’intero comparto giornalistico, un’operazione che garantisce ai lettori la fruizione di un contenuto selezionato e autorevole.”
Luca Lani, Amministratore Delegato Citynews
“Siamo molto orgogliosi di aver concluso un accordo con Google per il riconoscimento dei diritti previsti nella Direttiva Europea sul Copyright. Ma siamo soprattutto felici di poter distribuire le nostre notizie nell’ambiente ShowCase. Un ambiente pensato per una fruizione che valorizza i contenuti giornalistici e la ‘curation’ gestita direttamente dalle redazioni.”
Marco Giovannelli, Presidente Varese web e Direttore Varesenews
“L’attenzione alla dimensione glocal, che mette al centro le comunità locali con uno sguardo nel mondo, è da sempre un nostro punto di forza. La partnership con Google si consolida grazie a Showcase. L’accordo che abbiamo raggiunto anche in tema di diritti connessi è importante per l’autorevolezza e la qualità del progetto editoriale di Varesenews e per il riconoscimento del valore del giornalismo locale.”
Huawei, a Roma il suo primo Centro di cybersicurezza italiano
Secondo alcune ricerche svolte negli ultimi mesi dalle principali agenzie internazionali di cyber-sicurezza, il tempo medio per individuare e risolvere una criticità informatica è di circa 85 giorni. “Troppi, se consideriamo che in tale arco di tempo i criminali possono fare praticamente ciò che vogliono”, commenta John Suffolk, Global Cybersecurity and Privacy Officer di Huawei.
Le Smart TV NanoCell di LG tornano in offerta su Amazon
Amazon ha lanciato le Offerte di Primavera e tra le migliaia di prodotti che resteranno in sconto per i prossimi giorni ci sono le eleganti e potenti smart TV di LG, in particolare le top di gamma NanoCell TV disponibili in offerta con fino a 150 euro di risparmio.
Digital tools create a safety net for European businesses
Alongside the public health crisis, the economic impact of the pandemic is being felt heavily around the world. As entrepreneurs, business leaders and Governments work to protect jobs and accelerate a return to prosperity in the long term, it’s clear that digital tools and skills are going to be more important than ever. That’s why Google is investing in new tools and training to ensure all businesses can build resilience and recover quickly. These are helping companies such as handmade accessories retailer MoonDot in Poland who used digital tools to improve online sales by 70%, and La Maison Des Soeurs Macarons in France who gained 200 new customers after its team took online training courses in digital skills.
A new report released today by the Connected Commerce Council, funded by Google, shows how a “digital safety net” can serve as a support system for small businesses. The survey of more than 5,000 small businesses across Europe found that businesses that used digital tools to rapidly change how they find customers, sell products and operate reported 80 percent better sales during COVID-19 than those who didn’t, and hired three times as many people. And without such tools, many would have gone out of business.
Digital drives jobs and sales for small businesses
Whilst almost all (80 percent) of European small businesses increased their use of digital tools during the pandemic, the report identified three different types of small businesses based on their adoption of digital tools, and how this impacts their business:
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Digitally Advanced small businesses (42 percent of small businesses in Europe) use more than 10 digital tools and prioritize their importance, leading to better business outcomes such as higher revenue and jobs
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Digitally Evolving small businesses (40 percent) viewed tools as supporting or essential for their business, but were deploying an average of six
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Digitally Uncertain small businesses (18 percent) use less digital tools and don’t prioritize their importance, leading to worse business outcomes
I dispositivi Echo Dot in offerta su Amazon
L’evento primaverile di sconti di Amazon è stato lanciato oggi a sorpresa e tra le migliaia di prodotti in offerta in centinaia di categorie non potevano non mancare importanti sconti sui dispositivi del colosso dell’e-commerce, i già vendutissimi dispositivi della serie Echo Dot.
Surface Book 3 di Microsoft in sconto su Amazon
Surface Book 3 è uno dei laptop più potenti targati Microsoft, disponibili in Italia ormai da qualche mese e oggi, per le offerte di primavera, proposto in sconto su Amazon con spedizione veloce e gratuita.
Microsoft Surface Pro X in sconto fino a 400 euro
Tra gli sconti che l’iniziativa di Amazon ha portato con sé, le Offerte di Primavera, ci sono anche i potenti computer portatili 2 in 1 di Microsoft, la linea Surface Pro X con hard disk SSD e fino a ben 16 GB di RAM.
Google Search sends more traffic to the open web every year
This week, we saw some discussion about a claim that the majority of searches on Google end without someone clicking off to a website — or what some have called “zero-click” searches. As practitioners across the search industry have noted, this claim relies on flawed methodology that misunderstands how people use Search. In reality, Google Search sends billions of clicks to websites every day, and we’ve sent more traffic to the open web every year since Google was first created. And beyond just traffic, we also connect people with businesses in a wide variety of ways through Search, such as enabling a phone call to a business.
To set the record straight, we wanted to provide important context about this misleading claim.
How people use Search
People use Search to find a wide range of information, and billions of times per day, Google Search sends someone to a website. But not every query results in a click to a website, and there are a lot of very good reasons why:
People reformulate their queries
People don’t always know how to word their queries when they begin searching. They might start with a broad search, like “sneakers” and, after reviewing results, realize that they actually wanted to find “black sneakers.” In this case, these searches would be considered a “zero-click” — because the search didn’t result immediately in a click to a website. In the case of shopping for sneakers, it may take a few “zero-click” searches to get there, but if someone ultimately ends up on a retailer site and makes a purchase, Google has delivered a qualified visitor to that site, less likely to bounce back dissatisfied.
Because this happens so frequently, we offer many features (like “related searches” links) to help people formulate their searches and get to the most helpful result, which is often on a website.
People look for quick facts
People look for quick, factual information, like weather forecasts, sports scores, currency conversions, the time in different locations and more. As many search engines do, we provide this information directly on the results page, drawing from licensing agreements or tools we’ve developed. These results are helpful for users, and part of our ongoing work to make Google Search better every day.
In 2020, for example, we showed factual information about important topics like COVID and the U.S. elections, which generated some of the most interest we’ve ever seen on Search. Our elections results feature was seen billions of times, delivering high-quality information in real time as people awaited the outcome. We also provided factual information about COVID symptoms in partnership with the WHO and local health authorities, making critical information readily accessible and upholding our responsibility to fight against potential misinformation online.
People connect with a business directly
When it comes to local businesses, we provide many ways for consumers to connect directly with businesses through Google Search, many of which don’t require a traditional click. As an example, people might search for business hours, then drive to the store after confirming a location is open. Or they find restaurants on Google and call for information or to place an order, using phone numbers we list. On average, local results in Search drive more than 4 billion connections for businesses every month. This includes more than 2 billion visits to websites as well as connections like phone calls, directions, ordering food and making reservations.
We also help the many local businesses that don’t have their own website. Through Google My Business, businesses can create and manage their own page on Google, and get found online. Each month, Google Search connects people with more than 120 million businesses that don’t have a website.
People navigate directly to apps
Some searches take people directly to apps, rather than to websites. For example, if you search for a TV show, you’ll see links to various streaming providers like Netflix or Hulu. If you have that streaming app on your phone, these links will take you directly into the app. The same is true for many other apps, such as Instagram, Amazon, Spotify and more.
More opportunity for websites and businesses
We send billions of visits to websites every day, and the traffic we’ve sent to the open web has increased every year since Google Search was first created.
Over the years, we’ve worked to constantly improve Google Search by designing and rolling out helpful features to help people quickly find what they’re looking for, including maps, videos, links to products and services you can buy directly, flight and hotel options, and local business information like hours of operation and delivery services. In doing so, we’ve dramatically grown the opportunity for websites to reach people. In fact, our search results page, which used to show 10 blue links, now shows an average of 26 links to websites on a single search results page on mobile.
Building for the future of the web
We care deeply about the open web and have continually improved Google Search over the years, helping businesses, publishers and creators thrive. Some would argue that we should revert back to showing only 10 blue website links. While we do show website links for many queries today when they are the most helpful response, we also want to build new features that organize information in more helpful ways than just a list of links. And we’ve seen that as we’ve introduced more of these features over the last two decades, the traffic we’re driving to the web has also grown — showing that this is helpful for both consumers and businesses.