Though the internet has millions of pages, the most important are SERPs or search engine results pages for digital marketers.
As per SMA Marketing stats, 75% of users do not go beyond a search result’s first page. This underlines the importance of getting a high search ranking for your website. Therefore, PPC advertisers and SEO experts devote their money and time to maximize visibility on search results pages.
Search Engine Results Page (SERP) Ranking
Google and other search engines serve SERPs to searchers after they enter their query. Each search results page is unique, though the same query or keyword may have been input. That’s because search engines consider factors like the user’s social settings, browsing history, and physical location to provide the relevant results. Though two search results pages may look identical, they often have subtle differences.
Search platforms like Bing and Google constantly evolve their SERPs to provide a more responsive and intuitive user experience. Search results pages typically offer paid and organic results. By optimizing SEO strategies, you can make your site rank organically. On the other hand, paid ads require you to pay search engines to drive your website traffic. However, depending on the internet searches, you must choose either of the ways.
Internet searches are of three types – informational, transactional, and navigational.
- Informational Search: It seeks to get details about specific content. For instance, Elon Musk. Placing paid advertisements on such page results is not beneficial.
- Transactional Search: These kinds of searches are usually by people looking to buy something. It is an ideal choice for paid ads.
- Navigational Search: When users do not remember the exact URL, they put certain keywords to reach the specific URL.
Google also shows businesses and map listings based on the company’s location in its SERPs. These listings can be used by local businesses to improve their visibility to users and searchers. Since Google continually changes its algorithm for search results, you need to be prepared with the latest strategies to maintain your ranking position.
Types of SERPs & Snippets
Now, let’s look at the various types of SERPs and snippets offered by Google:
Carousels summarize relevant content like a publisher’s articles, a musician’s albums, an actor’s movie roles, etc. These pages are displayed for keywords like “best” or “top,” revealing highlights and not full details. To feature in a carousel, you should focus on getting visitors who use search phrases like “best marketing software” or “top news app.”
These are like carousels but more suitable for content like top lists or articles. Featured snippets show information like the recipe for a chocolate cookie or leading vacation places in the US. If your content has a similar list, use related keywords to improve your chances of getting featured atop the search results page.
AdWords help you appear at the top or bottom of results pages and reach a wider audience. The money is well spent as the paid ad can boost your online business presence and improve brand awareness.
If your company sells physical products, you should aim for placement in Google Shopping results. This page shows relevant products with the lowest prices for the search term. Focus on short keywords instead of long phrases.
People like to watch videos of services and products. Therefore Google features videos on its search results. Use common keywords in the title of your video to acquire Google ranking. For instance, iPhone 9 leather cases.
This SERP is ideal if you manage a news website or blog. It will feature your articles in a carousel atop the results pages, which means millions of users will read them. To get featured in Google’s top stories pages, you should submit your website to Google News.
Understand Click-Through Rate (CTR)
CTR or click-through rate indicates the number of users who clicked an ad and were directed to the website. This metric is important because a high CTR indicates your emails, ads, or website’s good performance. It shows the target audience is valuing your content. Thus, you should keep optimizing and improving it.
A low CTR indicates the need for a change in strategy as users refrain from clicking your ads. Either you may be targeting the wrong audience, or your ad copy isn’t attractive enough. Therefore, it’s essential to track your ads so that you can quickly identify and overcome shortcomings to make your digital marketing campaign successful.
Optimization for High Search Rankings
You can practice effective SEO strategies and techniques to boost your site’s search rankings. These methods include the following:
Post Relevant Content
Good quality content is the primary consideration of search engines, and you cannot substitute it. It can improve your website’s relevance and authority, enabling high search rankings.
Update Site Content Regularly
Search engines consider regularly updated copy as a strong indicator of a website’s relevancy, so you should look to maintain freshness and originality. Audit your site’s content as per a schedule and make the needed updates regularly.
Meta title and meta description are of utmost importance for ranking in Google’s search engine results page. Optimize them with the right number of characters, content, and keyword to help you bring results.
4. Make Your Site Link-worthy
Don’t merely put links on phrases like “click here.” Instead, choose relevant keywords or phrases that provide readers an idea about what link you would have put. This improves SEO and gives value to users, including those who utilize screen readers or have disabilities.
5. Utilize Alt Tags
You should use alt tags for videos and visual media as they enable search engines to find your page. This is important for users who utilize screen readers or text-only browsers.
It is hard to create content that goes viral. But with the right words and effective SEO strategies, you will see your site on Google’s SERPs. Don’t make haste to achieve results. Always remember, organic SEO takes time but provides you with long-term results.