SEO in around 20 years ago was all about rank and click the blue link. But since the Google SERP has been evolved to have more than features, such as video snippet, featured snippet, Google News, Google Web Stories, etc, it’s been different now.
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More things appear in search engine results pages (SERPs) now than ever before. The seven most prevalent Google SERP elements are related questions, advertisements, the knowledge panel, local 3-packs, star reviews, videos, and photos.
The Top Most Common SERP Features in Modern SEO
Those ten blue links are hard to come by these days.
As a result, we all require more adaptable SEO techniques. We must go beyond simple SERP analysis. Before establishing a strategy, we need to look more closely at the search results since the appropriate plan is dependent on what shows in the search results.
Think beyond the rankings and search for any way to increase your visibility with your target audience. Don’t just optimize content in the hopes of increasing ranks and traffic. Consider the searcher’s experience. What do they notice? How can you participate in that experience?
This is a novel approach to search.
The old way: optimize your content for search engine rankings and clicks.
Improve the searchers’ experience to increase your visibility.
We hope this piece broadens your perspective on SEO.
3 SEO Strategies that Drive Visibility on Google SERP
1. Repurpose your content and convert it into video
Google is directing users to video, particularly YouTube video. If I solely worried about the rankings of my website’s pages, I’d lose out on this.
Assume you produced a Google Analytics how-to guide. It describes how to distribute GA access. You look for the prospective target key phrase “how to share access to Google Analytics” and come across a plethora of videos.
Also Read: Complete List of Google Algorithm Updates
Even if you produce a search-optimized post that ranks high, the clickthrough rate will be minimal since the searcher will most likely view one of those videos. So, if you want to be seen here, your task for today is to create a video.
To optimize the video for Google search results, focus on features that matter, both in terms of ranks and clickthrough rates.
- Incorporating the essential key word into the title and description. Make it as comprehensive as possible.
- Include timecode links in the description. Label them meaningfully.
- Make your own thumbnail with a face and a vivid hue.
- Put the video at the top of your SEO-friendly content.
This allows you to take two bites of the apple. Both the video and the page may rank independently.
True, the video’s clicks aren’t driving traffic. You’re marketing material on YouTube, another site. When it works, the correct approach to gauge your content’s organic search exposure is to combine the two sources: your traffic as measured in Google Analytics and video views as measured in YouTube Studio.
As you can see, a video SERP approach may make a difference in visibility rather than traffic.
2. Compete with the ‘Big Guys’ by Pitching to Them
It’s a beautiful key. It would be fantastic to rank.
However, when you search for it and carefully examine the search results, there are no brands that rank anywhere. There isn’t a single competitor in the running. Only pages on media sites and large blogs rank.
This usually signifies you’ve discovered a highly competitive key phrase that is out of reach for the businesses themselves. Every high-ranking page is a high-authority domain article. It’s all about the publishers.
Here’s an example of a search results page with this behavior…
We’ll let SEO expert Hannah Smith discuss what to do when the SERP is solely made up by publisher sites.
This is a vital juncture. Targeting this term with content on your own website would be a waste of effort. Your SEO approach must evolve. SEO copywriting will not assist you. Your only option here is digital public relations.
Also Read: How Does SEO Work?
This is, in some ways, excellent news. To be noticed, you don’t have to be a well-known website with a high Domain Authority. Keyword difficulty is unimportant. You may start a business. You could be an SEO newbie. It doesn’t matter. You’ll be more prominent than your high-DA competition if one editor loves you and includes you in that high-ranking item.
3. Utilize the Reviews Snippet
Have you recently Googled your brand? It just takes a moment. Go ahead and do it now. We’ll stay here…
How did it appear? There’s a strong possibility you noticed stars because star reviews appear in 33% of search results. And, because navigational inquiries (searches for brands and company names) are significantly more likely to return evaluations, you may have seen more stars than a Chicago night sky. Several dozens.
You may be ranked first, but whether or not they click may be determined by the remainder of the search results page. That cluster of one-star ratings can drive them seeking for someone else. Or they may opt to look for “[brand] reviews” or even “[brand] complaints.”
In any case, this issue is a black hole in your Analytics. This is a non-SEO metric. Unless you’re measuring changes in the clickthrough rate to your homepage from branded inquiries, it won’t appear in any report. However, no one does this. Search engine results pages (SERPs) are where you’ll encounter issues like these.
Must-Use SEO Tools
You can tell where the problems are by looking at the SERP. You’ll notice which sites don’t have a lot of great feedback. Next, seek the assistance of your superfans. Send a brief, cordial request. They will gladly assist you.
Make getting feedback a regular part of your routine. When you get very positive feedback, it’s time to transform it into a reputation boost on the review site that needs it the most. It’s a brief, courteous, and low-pressure request.
This is another another example of SERP analysis that has little to do with key difficulty or rivals. It is a component of your brand’s reputation evaluation and audit. However, it is also SEO.
Rankings are not always visible. Rankings are not the only source of visibility.
Search engine optimization is not a single concept. Not any longer.
It’s no longer about ranking and writing. It varies based on what your audience searches for and what they see in search results.
Because the SERPs drive the strategy, the job of the search professional has expanded. Other non-SEO positions are discovering a plethora of options to enhance search marketing initiatives.
- SEOs are… video marketers, digital PR experts, influencer marketers, association relations specialists, and reputation defenders.
- SEOs are video marketers, digital PR specialists, influencer marketers, association relations professionals, and reputation defenders.
Even if you reject the expanding scope of current SEO, if you keep to the classic search optimization aim of ranking in conventional organic search results, you must still search and look carefully. You must undertake a SERP analysis.
You haven’t finished studying a crucial term until you’ve searched for it and carefully examined the search results.
At the very least, you’ll get a feel of the visual cacophony around typical organic ranks. You’ll get an idea of the organic clickthrough rates.
Of course, there are other more tactics that may be employed to compete with other SERPs. Our main goal here is to remind SEOs and anybody else involved in digital marketing to delve deeper. Pretend you’re a potential guest. Look for the phrase. Examine the search results carefully. Analyze the SERP and then adjust your strategy accordingly.