When you type a query into a search engine, you will find those SERPs (search engine results pages) in a listing. Most people use Google as their primary search engine. If your website does well with Google’s SERPs, it almost always guarantees a boost in organic traffic. In digital marketing, organic traffic is a free way to get your services and products noticed as people browse your content. However, understanding SERPs can be a challenge. If you want to learn more about Google SERPs, keep reading.
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The Types of SERP Results
When you look closely at Google SERPs, there are two types: paid and organic. Both types can have a negative or positive influence on the SERPs.
With Google AdWords, the top websites will appear on the top of the SERPs. These sites are chosen based on specific keywords. When someone clicks on the ad, they pay a fee to Google. You will find these ads at the top and bottom of the SERP, often noted with the word “Ad” next to their listings. These SERPs can generate more traffic to a website. Many paid advertisers will run campaigns that combine these ads with their search engine optimization (SEO).
Most people are familiar with using meta titles and descriptions to gain traction with their organic listings. However, Google has added more SERP features over the past years. Features like Knowledge Pack and Featured Snippet are a few examples that can impact organic traffic. While paid ads are a quick way to the top of the SERPs, there is more competition for organic results.
SERPs and SEO
How does SEO tie into SERPs? SEO works to make sure that your website shows up in the SERPs. It also ensures users find the right information by clicking through your website. SEO and SERPs work together to help you build organic traffic and achieve your traffic goals. When you are consistent with your SEO and follow the proper steps, you can reach those top levels in SERPs, providing you with a large volume of organic traffic.
Using SERP To Get More Organic Traffic
When competing against paid ads, you might think you cannot generate organic traffic. That is not the case. There is more than enough organic traffic for every website. You just need to know how to use SERPs to your site’s advantage. Every SERP has a leader, and you have to work hard to unseat them.
How do you do that?
SEO allows you to control your content, helping you rank higher in SERPs. If you put your skills to the test, you can boost your click-through rates and influence your organic traffic. Here are a few ways to achieve this task.
Produce Relevant, High-Quality Content
When someone enters a search query, Google wants to provide them with the most relevant answers. To rank higher, you must be relevant to the searchers’ intent and have high-quality content. By not achieving those goals, Google has no incentive to put your site on the top page because you are not valuable to their users.
Keyword research can help in these cases. You can figure out what the audience wants to see and read. When you understand your target audience, you can provide hyper-relevant content that will attract more people to your websites. Once again, the more people click and engage with your content, the more Google will reward you with higher rankings.
Make Your Listing Stand Above the Competition
Keep in mind that you can have complete control of your listing. You can edit the meta description and title to stand out from others. For example, if you are ranked in the third position for a specific search term, you will want to look at the competition. You can craft a more engaging title and description to compete for clicks. Think of those titles like ads to entice more users.
Use Those SERP Features
Google also notices those extra SERP features. These features could lead to a higher percentage of no-click searches and higher click-through rates. Some sites that feature snippets have seen a rise in higher click-through rates. These features include:
- Local Packs
- Shopping Results
- Featured Snippets
- Knowledge Panels
These SERP features stand out in front of the crowd and will help you draw in more users. As a result, you will have a better way to boost your organic traffic. If you are already following those excellent SEO practices, you might have a good chance of winning those SERP features.
Related: How to Create SEO Content That Ranks
A SERP is the result page users will see when they enter a query into Google or another search engine. By understanding its power, you can unlock the full potential of your website. You can take many steps to help rank higher in SERPs and bring more organic traffic to your page. While Google does change its SERPs, a good SEO strategy can help you stay at the top. Now that you have a better understanding of SERPs, you can optimize your SEO strategy to achieve your traffic goals.
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