This blog discusses the importance of Search Engine Results Pages (SERPs) and why they matter for your online presence. Learn how SERPs impact your website’s visibility, traffic, and overall digital success.
If you are new to Search Engine Optimization, you might wonder what the fuss is about SERP. SERP or Search Engine Results Page is the single most important factor for your brand’s success in the digital landscape. Whenever someone searches on Google, Bing, or any other search engine, the search engine algorithms rank websites based on the website’s popularity, the content’s relevance to the users, and other such parameters.
You may find it surprising that the Top 3 results on the SERP get more than 50% of the traffic, and studies have shown that 75% of users never go beyond the first page! If you want to crack the SEO code, your landing pages must rank on the first page, preferably in the Top 3 for targetted keywords. While we have given you a brief overview of SERPs, we shall dive deep into it here and unearth the strategies that can help you improve your position on the search engine. So let’s get going.
What Is SERP?
We have already defined it. But for the uninitiated, it is the order in which search engines rank websites. Search engine algorithms look into multiple factors, including content, location, page performance, etc., to rank websites. It is this rank that decides the success of the digital marketing campaign for any brand. Users see two distinct types of search results for any query – paid and organic search results.
Paid Search Results are the ones you see at the top of the page. Websites must bid for these spots using paid search marketing, PPC, or Pay-Per-Click marketing strategy. It is the fastest way to rank high on the search engines, but it costs more than the organic search engine marketing strategy. As for the organic search results, you see them below the paid search results, and the search engine algorithms determine a website’s rank based on the parameters we mentioned earlier. Search Engine Optimization, or SEO, is the most widely used strategy to rank high on organic results. Your website needs to leverage the right mix of SEO and PPC strategies to rank high on the search engines.
What Are Indented SERP?
Along with the SERP, you must also be aware of the Indented SERP. This new feature has been there for a couple of years. In this, multiple landing pages from the same website or domain are grouped within the main listing if the search engine algorithms find that multiple pages from the website are relevant to the user’s search query. Indented SERP ensures top rank on the search engine. In most cases, they are the first result in the organic search, attracting maximum traffic from the search engines. By leveraging the intended SERP, your website can establish its authority and, at the same time, improve the experience for the users. To secure indented SERPs, you can explore the following strategies –
- Optimize pages that have high traffic and rankings
- Publish content related to the top-ranking results pages.
- Use similar keywords on different pages of your website.
- Cross-link the pages using keyword phrases.
Why Should You Focus On SERP Feature?
We have already explained to you the importance of indented results. You must complement this strategy by focusing on SERP Features. These features appear on the search engines along with traditional organic results. Here are some of the SERP features you must focus on to generate more traffic for your website.
- Paid Ads: As we have already discussed, these ads appear above the organic results, and you can work on a PPC marketing strategy to rank your site on top of the search results.
- Featured Snippets: A featured snippet is a box at the top of the SERP that briefly answers a user’s query, often in a bulleted or numbered list format. It answers basic queries without the user visiting any website for the information.
- Knowledge Graph: This feature provides additional information about a person, place, or topic on the right-hand side of the SERP. It includes summaries, images, related facts, and links to authoritative sources.
- Local Pack: You can use this to your advantage if you are a location-specific business. Under local pack may appear, search engines show a map and a list of nearby businesses or services related to the search. The local pack features key information like address, phone number, and user reviews of the businesses.
- Images: Some SERPs include a section for images related to the search query. Users can click on these images to view them in more detail or visit the source webpage.
- Videos: In the video results on the SERP, you see a list of videos from platforms like YouTube that are relevant to the search query. Users can watch the videos directly on the SERP or click through to the video platform.
- News: When a search query is related to recent news or events, a news section may appear on the SERP. It displays news articles and headlines from reputable sources.
- People Also Ask: This section lists related questions that users often ask about the topic. Users can expand each question to find a brief answer.
- Related Searches: At the bottom of the SERP, there is often a list of related search queries, helping users refine their search or explore related topics.
- Reviews: Some SERPs include review snippets that display ratings and brief excerpts from user reviews for businesses, products, or services.
Tips To Get Your Website On Top of Search Engine Results
Now that we understand the importance of higher ranking on the search engine, let us look at a few strategies to help your website rank high. While you can do dozens of things, here are the basics you must focus on to rank your website high.
Keyword Research Is Vital
High-quality keywords are the foundation of higher search engine rankings. Half your battle is won if you get it right with keyword research. As a thumb rule, start by identifying the keywords and phrases your target audience will likely use in their search queries. You can bank on keyword research tools to choose high-traffic and low-competition keywords. Take advantage of long-tail keywords that ensure higher ranking opportunities.
High-Quality Content Is Non-Negotiable
Publishing exceptional content is at the heart of SEO success. All other SEO efforts will fail if your website doesn’t have high-quality content that is both informative and engaging. It is important to create content that answers your audience’s questions and include your targeted keywords naturally in the content.
Work On On-Page SEO
On-page optimization is vital for your website’s ranking on SERPs. Every page in your website must have title tags, meta descriptions, and header tags (H1, H2, H3) incorporating relevant keywords. Keep your URLs short and include keywords if possible. Use descriptive alt tags for images to gain traffic via image search.
Don’t Ignore Page Speed Optimization
Google and other search engines consider page speed as an important ranking factor. Focus on improving your website’s loading speed to reduce bounce rate. Tools like Google PageSpeed Insights help you identify the bottlenecks and fix them.
Leverage Mobile Optimization
We live in a mobile-first world, and most traffic to any website comes from mobile devices. Hence, you must optimize your website for mobile devices to offer a seamless experience to your users. Opt for a mobile-responsive design for your website that caters to users across different screen sizes and devices.
Building a network of high-quality backlinks from authoritative websites within your industry can bolster your website’s authority and ranking. With strategies such as guest posting, broken link building, and influencer outreach to acquire backlinks, you can boost your SEO score and rank on the SERP.
The technical aspects of your website matter. Ensure your site boasts a clean, crawlable structure with essentials like an XML sitemap and robots.txt file. Address broken links and steer clear of duplicate content. Secure your website with HTTPS for safe browsing.
SERP matters for your business. High rankings on the website translate to higher visibility and more engagement with your target audience. You must focus on Search Engine Optimization, Pay Per Click Marketing, and Content Marketing to achieve a high rank on the SERP and retain it over a long time for targetted keywords. It is easier said than done and the realm of experts who understand the trends in the SEO business and the industry’s best practices.
If you are looking for a team that can deliver the best results and boost your SEO score, you can trust the team at Cyrusson Inc. We are a full-service digital agency specializing in SEO, Social Media Marketing, PPC Marketing, and Online Reputation Management. Our team keeps track of the industry’s latest trends and best practices and ensures your SEO strategies align with the latest algorithmic updates. Book a meeting today or call us at 415-228-9969 to book your consultation today!