new format for SERP will work along the lines of Snapchat – WAU
SERP is where the results of Google searches are shown and, therefore, is the main object of SEO strategies. In other words, their actions are even more effective, ensuring the connection with the lead in the most valuable space on the page with the answers to the users’ searches.
SERP is the result presented by search engines when a user includes the search term in the search box and presses “Enter”. That is, it is the page that brings the information and links related to what was sought. That simple.
The complexity, and why not say, beauty, is due to the strategy of being among the first positions in the ranking, those that users most access to continue their research.
It is not by chance that the first positions of SERPs are objects of desire for companies that invest in content marketing, as it is among them that the marketing funnel has the most opportunity to bring results.
So, to plan SEO, you need to understand the terrain you are dealing with. In the case of Google, it is full of opportunities and challenges that change with each new update of its algorithms.
So, do you want to know how to choose your weapons and tools to put your blog at the top of the search engine? In this post, we’ll show you the details of the SERP as a treasure map and tips for using it efficiently to build a killer SEO strategy. Check out!
What to know about SERP?
If we did an x-ray of the Search Engine Results Page (SERP), it would be possible to identify the skeleton and vital organs that Google has developed to make its users’ experience so relevant and efficient.
But it wasn’t always like that, right? And, for sure, it will still improve a lot, since Google’s algorithms, those responsible for indicating the order in which the contents are presented to the user, undergo constant updating and improvements.
Obviously, they are not disclosed to guarantee the quality of the results for users and are the path of stones for large companies to dominate research.
In a simple search, SERP will bring as results of organic traffic 10 links per page, in addition to featured ads.
Considering the user experience, Google still changes this presentation layout and places its featured snippets to optimize the search.
And, while the organic results are achieved by the SEO strategy and content quality, the ads, obviously, are paid to be displayed prominently and for that particular keyword.
According to SEO Trends 2018, 89.3% of companies that align SEO strategies with content marketing are much more satisfied with their results digital compared to those that do not invest in this combination.
With data analysis of users’ search behavior, Google can identify the object of the search, so why not reduce delivery time, right?
If a user wants a good concept about “content marketing”, he can read on the first page, without having to search among the links, for example.
We will detail the main features later, but, among them, we can mention the mall, definitions, images etc. what appear at the top of the page, highlighted, occupying a much larger space than the links below and, in some cases, even with visual aids.
What is its importance and relationship with SEO?
Knowing SERP and its features, it is possible to create SEO strategies that are much more effective and ensure connection to the lead in the most valuable area of the results page, that is, among the first positions.
It is a way of getting to know the competition, unveiling its strategies, and, of course, creating more efficient responses to its actions, considering, for example, investing in ads or featured snippets.
Unlike the order of links in organic search and sponsored content, snippets obey the rule that privileges the user experience.
This means, for example, that your content may be more prominent than your competitors’ when it is built with elements that favor its presentation in snippets, but not necessarily be in the first position of the ranking.
It is a great way to be seen, gain more engagement and, consequently, move up some positions in SERP.
This is a comparison of the evolution of the Google SERP heatmap for 2005 and 2014, but it also demonstrates the difference in interactions made on results pages with and without featured snippets.
Customization of SEO strategies
Specifically considering the SEO strategies that should be considered for SERP, we have:
- URL optimization, since incomprehensible codes or very long addresses are bad for the user’s experience and also for search engines to understand their content;
- meta descriptions with the keyword and basic summary of the content. The heatmap above shows that there is a good interaction between users close to this description, as it allows them to analyze whether or not the content will be relevant to their demands;
- keyword strategy and its healthy use in the contents of the website;
- adaptability of content and websites to different devices, considering that the reading experience should be pleasant and practical;
- strategies of link building, as this makes the content more relevant to Google’s algorithms.
These and other SEO strategies will directly affect the presentation of the link on SERP, its position in the ranking or the possibility of its content being presented in a featured snippet.
Google is aware of the experience it offers its users, and this must be the same philosophy of companies and professionals who want to gain prominence in the search engine, right?
One of the evidences that demonstrates this care is the way in which Google is concerned with the micro-moments experienced.
Its concept was developed from the Zero Moment of Truth (ZMOT), which demonstrates the key moments of the research experience.
In ZMOT, these moments of truth occur when the user searches for:
- I want to know;
- I wanna go;
- I want to buy;
- I want to do.
Each of these micro-moments causes the SERP to be remodeled according to what is most relevant to the user. So, to make an SEO strategy aligned with the ways to win snippets, you need to think about what is most important in ZMOT.
In each of these micro-moments, you can build a marketing funnel and create a content calendar that helps to attract, nourish and convert, but, by doing an isolated analysis, it is possible to assume that some of them are closer to the conversion of What others.
When a user wants to know what a gluten-free bread is, he wants to understand its nutritional composition, benefits, whether it is possible to make it at home or just buy it etc.
However, you do not know who does it, which are the best brands or other information that will help to advance your decision making.
When he looks for ways to go to a fishing supply store, he already knows what he needs and understands the relationship of supply and authority in the matter.
That is, when creating the SEO strategies and defining the keywords of the project, it is also important to consider the micro-moments and features that can be presented in each of them.
What are the main features of Google SERPs?
You can already understand that each type of research will produce a SERP and personalized features to guarantee the success of the search, right?
So, considering the different micro-moments, let’s see below the main features of SERP.
Google Adwords Ads
When a company wants its results to be highlighted at any cost, it can pay for its link to be advertised on the SERP for a specific keyword.
The keyword “airfare”, for example, would suit both airlines and travel agencies and travel sites, right?
These companies can choose to compete for the top spots organically or, depending on the company’s marketing strategy, pay to stand out.
In this case, considering the customer experience, your link is flagged for transparency about why it’s at the top, as well as, of course, ensuring that the search engine can charge you correctly for your services.
Search term search images
The figures presented prominently are part of the specialized Google Images search, which, in this case, concentrates all the visual resources associated with the keyword that were originally associated.
It is one of the most important and strategic snippets. Even remembering the micro-moments, we can say that it is ideal to bring answers to research on how to do something.
It has the same logic as the images featured prominently, since Google also offers an exclusive search for the latest news on a given topic.
These are results presented in research related or not to the “I want to buy” micro-moment. In this case, are also paid by companies interested in promoting their products.
In addition to the photo, bring values, a title and the name of the store that is offering the product.
Upon clicking, the user is directed to the purchase page.
Knowledge cards and panels
They are features that bring images and contents of the searched keyword or similar. They can be elaborated in a collaborative way, as in the Wikipedia site or from another direct source that provides graphics.
It is important to say that these features do not always provide the link to the company responsible for the content.
Local Teaser Pack
Related to the micro-moment when the user asks “where to go”, this feature offers a series of detailed tips and recommendations, with price, opening hours and other filters that can be applied additionally.
These are questions related to the questioning made by the user of the search engine and can help in the search for your demand.
They may consider similar terms, keywords and even searches that are common to other users who have already done the same process.
Video features are also common and can be presented, especially, for micro moments when the user would like to know how to do something, as is also the case for those who present relevant Twitter mentions, for example.
How to achieve the SERP features?
In addition to SEO to gain Google’s top positions, some actions can be taken aiming at features.
Be in the first positions of SERP
It seems obvious and, in fact, it is. The first SERP links are more regular, that is, they are together in a kind of platoon. They may even change positions, but rarely, between pages.
Like this, this regularity is valued, as it attracts more organic consultations and makes the content classified as relevant. And, if it has good quality, you are able to win a snippet, right?
Fight competitive actions
The direct competitors of the business or of the keywords of the strategy must always be on the radar of the companies that wish to acquire the features.
This is because, eventually, they will be the holders of the snippets, and then, it will be necessary to compete with the most relevant content and formats.
But be careful: if Google put the competitor’s video content in a featured snippet, it could mean that this format is the most satisfactory for its users. Thus, repeating the formula, only in an optimized way, can be a safe way.
Pay attention to the content’s scannability
Content that presents concepts, for example, should prioritize its presentation at the beginning of the text and, preferably, with the keyword in an intertitle. For knowledge snippets, this is very relevant.
The same is true with content organized into topics. If we go back to Google’s micro moments, it is possible to remember that some searches are related to “how to do” something, and this arrangement is perfect for a good user experience.
According to Ahrefs research, 8.6% of SERP clicks go to featured featured snippets, which is a significant volume and worthy of being the focus of some strategies.
Everything else is divided between ads and organic results, especially the top positions, which are won with SEO actions, either in the structural part of the sites, or to develop relevant content for users and searchers.
In this post, you even saw that snippets do not comply with the ranking requirements of content links, but that there are ways to try to win them. So invest in them.
Now, if we still need to work on the organic results of SERP more efficiently, we have free material that reveals the most fundamental secrets of the strategy.
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