All About the Search Engine Results Page (SERP)
A search engine results page is the listing we see when we type a search inquiry into Google, Bing, or any other search engine. With Google focusing on offering users the best possible search engine experience (as well as Bing concentrating on competing with Google), it only makes sense that the biggest search engines would continually update their SERPs with new features.
When it comes to digital marketing for a company, organic traffic is the best possible avenue toward converting visitors online to sales, customers, etc. Unfortunately, it also means that search engine optimizing with SERPs in mind can be quite frustrating. How can a specialist or webmaster keep up?
Paid vs. Organic SERPs | Local SEO and Link Building
Google AdWords enables websites to display at the top of a search engine results page for their chosen keywords. They also pay Google each time someone clicks an ad.
When we conduct a search, we can see paid results at the top or bottom of a SERP. The listing will have the word “Ad” writing in bolded letters right next to the URL.
Ads can play a crucial role in helping a company obtain targeted traffic to its website. Paid advertising campaigns can fit nicely within an overall digital marketing strategy working with local SEO and link building.
Contrarily, organic SERPs represent traditional organic listings displaying a meta description, title, etc. However, Google and Bing continue to add more SERP features to the comprehensive catalog. These include ‘Featured Snippets’ and other attributes that can notably improve a business’s organic traffic.
Paid ads are a quick way to the top, circumventing methods like seeking affordable SEO services or local SEO and link building work. Nonetheless, competition for organic results remains fierce while introducing other complications.
Where Does SEO Come into Play?
A search engine results page is where webmasters and specialists can visualize their SEO efforts. Search engine optimization ensures that a website shows up and ranks high on a SERP. This can drastically impact the number of clicks a page link receives as well. Alternatively, this helps Google, Bing, and the other search engines help users find what they need as well.
A SERP and SEO remain linked, and the steps a webmaster can take in this area remain the key to developing organic traffic and achieving a company’s goals.
Ensuring Your Company Reaches Page One
When you conduct a search, how often do you make it to the second page of results? Do you scan the first page of the results to see what will help you? This is what most internet users will do. This is precisely why SEO marketers observe notable drop-offs in traffic between page one and page two of SERPs.
What aspects of a SERP can hold back organic traffic?
Paid Traffic Competition
As we mentioned earlier in this article, paid ads feature prominently on search engine results pages. They also attract a significant number of clicks because they may not appear for every search term.
A good way around this for a marketer or other specialist is to look at the cost per click of a keyword to determine which search terms are more likely to obtain a high share of paid clicks.
By looking at cost per click or CPC as a part of local SEO and link building, a marketer or webmaster can determine keyword selections that may show a high share of paid clicks and, in turn, avoid utilizing those keyword or phrase selections.
Featured Snippets and Knowledge Panels give people quick access to basic information. Featured Snippets offer cursory answers and information without the need to click on a link directly.
Unfortunately, this means that even though a company wins the snippet position at the top of a SERP, some traditional organic listings may perform better. We call this a no-click search because users don’t need to click the link. After all, a user can obtain the information they need by reading the snippet.
Use SERP to Get More Organic Traffic for Your Business | Miami Content Marketing | GOA-TECH
Despite competition with paid ads and numbers of no-click searches, companies still have more than enough organic traffic to go around. However, they must understand how to utilize SERPs to their advantage.
Affordable SEO services and local SEO with link building represent great starting points to put webmasters and specialists in complete control of the content they put out. As a result, this will affect how they appear in the SERP. Using this wisely, webmasters and marketing specialists can notably boost conversions while positively influencing organic traffic.
GOA-TECH can offer control of what listings look like as well as where they appear on a SERP. This work includes affordable SEO services and editing titles, meta descriptions, and other aspects like structured data management.
With the right steps, a company in virtually any industry can use SERPs to stand out from the crowd. Although it may seem like this is simply a results page, our team can offer you the power to unlock the full potential of a website through a SERP listing. Contact us today!