When a user types a query into a search engine, they are not interested in scrolling through dozens of SERPs, or search engine result pages, to find the answer to their question. They expect the algorithm of the search engine to properly sort through the available relevant web pages and return the results on the SERP that will best answer their question. As search engines and online marketing have matured, the algorithms have gotten considerably better at performing this task.
Given the expectations of users that the highest-ranking sites on the SERPs will be relevant to a particular query, it is no wonder that the majority of clicks will go to the top-ranking websites. According to research, an estimated 76% of clicks go to page one of the Google results, and the first five organic results accumulate 53% of clicks.
It is clear that your position in the results has an impact on the amount of traffic your site receives. Understanding the SERPs, however, can be a challenge. The algorithms that determine the search results are regularly changing, and many brands find themselves feeling overwhelmed when trying to understand and keep up with the results pages.
Here is what all businesses should know about the SERPs as they develop their websites:
What is a SERP?
SERP stands for Search Engine Results Page, and it refers to the results that show up on your screen after you type in a query to Google or another search engine. Search results often combine a few different types of content, such as paid advertisements, organic text, images, videos, or rich answers. The types of content that show up in the results pages depend upon the type of query the user made and how Google believes it will be best answered.
The SERP is your SEO opportunity to show the user that your site has value to offer them through an engaging title and inviting page description.
Why Are SERPs Important for Search Engine Optimization (SEO)?
The SERPs determines how your site appears on Google’s first page. For example, let’s say you rank your site on the first page of Google for the keyword “how to start a website”.
Besides the literal meaning of the term, there is also a deeper meaning. A proper understanding of this meaning will help you get the best results from search engines. At its core, SERP is basically a list of web pages. However, there are three different components that you need to know about:
- Initial search query – the word or string of words that a user types into the search engine. Otherwise known as keywords.
- Organic listings – web pages that are listed based on their organic search engine optimization. These are usually the most relevant web pages for a user’s query.
- Paid listings – sponsored web pages that are listed because their owners have spent money on advertising them. These are fairly relevant to a user’s query but might not be their best option.
How to increase your SERP Ranking?
With the right approach, a successful SEO campaign can visibly improve your SERP ranking:
- Choose the right keywords
- Streamline your SEO workflow
- Improve your content
- Repeat
If you own a company that operates in the travel industry, your initial instinct might be to try and rank for keywords like “cheap flights” or “best hotels”. However, unless you’re a giant multinational tourism company, chances are, it will be impossible for you to rank for such keywords. Instead, what you should do is focus your attention on long-tail keywords. These are more specific keywords that not only offer you a better chance of ranking in the SERPs, but they also have a higher click-through rate.
Your job doesn’t end with researching the right keywords. You’ve invested time and effort into this research, and you’re about to invest your money as well. During this step, it’s important to carefully analyze the ROI (return on investment) that each of these keywords has. Don’t be afraid to drop the keywords that don’t yield the expected results.
Often, your website’s SERP ranking is held back by the quality of your content. It doesn’t matter if you have five customers or 5,000 customers. If none of them converts, your SERP ranking doesn’t matter anymore. Invest in your website because a professional-looking website is the staple of a professional entrepreneur. High-quality content is essential for improving your SERP ranking.
Regularly analyzing the results of your actions will dictate further steps. Once you find out the right approach for you and your company, keep applying it until you once again stop seeing results. By doing so you can further increase your SERP ranking.
Understanding the importance of achieving top rank for your website is essential for your digital marketing strategy. Some steps may take longer to implement, but, in the end, the long-term benefits are worth the effort. Careful planning, combined with a proper work ethic and the desire to increase your revenue and create a solid company, should be more than enough for you to boost your website’s SERP ranking in no time. If you want to know more information, please make a free call, or leave us your contact information, we will provide you with the best marketing solutions.