SEO Tip – Spend Some Time on SERPS

SEO Tip: One of the most critical components of any effective keyword research endeavor is spending time on Google performing searches. You may use any tool to investigate search volumes, competition, and so on, but none of them will offer you a clear image of a keyword’s search intent or what is actually happening in the SERP (Search Engine Results Page).

Additionally, the majority will not inform you of the type of SERP results Google is providing. Without seeing the real SERPs and results on page one, it’s impossible to get a sense of the actual problems people are attempting to address when searching for a given question.

Recently, the Semrush Tool incorporated a ‘Search Intent’ element to its SERPS reports. This is an extremely important feature since it enables you to filter keyword lists by purpose.

• Commercial – The customer wishes to learn more about certain brands or services.
• Informational – The user is looking for precise response to a query.
• Navigational – The user wants to locate a certain page or website.
• Transactional – The user wants to carry out a task (conversion).

While Semrush is an excellent tool for anybody involved in serious SEO, it will never replace an experienced person! Consider the results returned by Google whether you pick a new phrase to target or revisit an older piece of content to update it.

A simple search for ‘coffee table’ in Semrush demonstrates how the program reports on search intent.

There are a few things to keep in mind.

• On Google, look for highlighted snippets.
• If a featured snippet appears at the top of the search results, you should do a thorough examination of the query and featured snippet.
• Is this a comprehensive response to the query? If it happens, it is probable that the search results below, including the top organic position, will be underused. Take this into account. Without replacing the featured snippet, the term is unlikely to receive much traffic.
• A simple Google search for “How tall is Mount Everest” demonstrates what I’m talking about… Google immediately displays the correct answer of 29,032 feet.
• This is a simplified illustration, but there are more considerations. For instance, “What size X should I use for Y?” may be a search query. If the solution is obvious and does not require more explanation, a highlighted extract will resolve the issue. The results below will receive extremely few clicks.
• Google alters the way it shows SERPS regularly, and this might vary by area, sector, and industry. It is always conducting tests and experiments, so keep an eye on the SERPs.

You should also pay attention to the kind of articles that are ranking.

Are you looking for product listings? Tutorials? Lists? What about product and service pages? This will provide you with a good indication of what Google believes is the most frequent search intent for the query and which search results it prefers. Which websites are ranked? Is the bulk of traffic generated by news websites? Are there any small companies in the area? Directories? Are there pages on a blog?
Additionally, this may give information into what Google regards to be the search intent. If a search result has a large number of directories, for example, this might imply that the search objective is to assemble a list of locations that may give a solution. This is a common occurrence in many local searches.

How far down the page do you have to scroll to see the first organic search result?

• This is typically the reason why individuals are surprised as to why their high-ranking website isn’t generating more traffic.
• Bear this in mind whenever you see a featured snippet followed by adverts, a ‘people also asked’ box and finally organic results. Even if you rank first in organic search results, you are unlikely to earn the 45-70 percent of hits associated with a first-place position.
• All of the other diversions will siphon away clicks.

This can be done on both a desktop and a mobile device.

How far will Users scroll down a page to check SERPS?

The average web user will only glance at the first five entries on a search engine results page (SERP). According to a 2014 research conducted by Advanced Web Rankings, the top five search engine results pages receive about 67% of all SERP views. After the first few returns, things begin to seem dismal. According to studies, the first search engine results page receives more than 95% of all online traffic, whereas subsequent search engine results pages receive only 5%.

What Is the Importance of SERP Position?

When a web user’s attention is drawn to a search engine result, the obvious next step is for the user to visit the website to learn more and maybe take action (such as making a purchase). Because they’ve discovered what they’re searching for, are not interested in reading anymore, or are pressed for time, the majority of people will click on one of the first few results. As a result, the higher a company’s organic search position, the greater its click-through rate (CTR). According to a July 2014 Google organic desktop search research, page one results had a click-through rate of 71%, whereas pages two and three have a total click-through rate of only 6%.

While we’re all focused on user experience on our websites these days, few of us consider the user experience of the SERPs.

What are the current challenges for organic search results?

Search engine marketers must consider a variety of factors in addition to their rivals’ organic placements. Google’s SERP structure varies often, and depending on the search query, the first organic result may be placed below a local 3-pack, a featured snippet, or up to four text advertisements. When it comes to organic CTR, advertising may make a significant difference. When there are no adverts on SERPs, the average CTR for the first organic result is 30% but drops to 17.9 percent when advertisements are present.

Businesses who compete for long-tail keywords (phrases with at least three words) risk losing real estate to Google’s new highlighted snippet. A featured snippet is a block towards the top of the SERP that contains a few lines and a link to an authoritative website that answers a searcher’s inquiry.

Try to look at a SERP objectively.

• What are some of the themes that appear often in the search results?
• What changes might you make to your page to make it more useful to search engines?
• Put aside your personal prejudices and what you perceive to be the finest.
• What can you do to improve the Google-friendliness of your page?
• This strategy can be beneficial when seeking to discover ranking decreases.
• The user intent behind a search query may vary over time, or, more accurately, Google’s view of it may change as new data becomes available.
• If you observe a decrease in traffic, it’s probable that Google is now presenting a highlighted snippet where none previously existed. Perhaps in the search results, a box labelled “people also ask” emerged.
• Compare the SERPs to what they were previously if you observe a drop in ranks. Perhaps the search results have switched away from instructional content and toward more products and services over time, or perhaps the search goal has transformed.
• It is rare that your ranking and traffic decline as a result of something you performed incorrectly or as a result of competitors overtaking you. They can happen as a result of new ‘features’ emerging in the SERPs ahead of you or when search intent changes.

Spending some time in the SERPs can help you do your work faster.

What Strategies Can You Use to Compete for Organic Traffic?

Your company needs to invest in search engine optimization (SEO) tactics that will assist your site to attain SERP visibility as it gets more difficult to rank effectively for industry-relevant search queries.

Here are a few ideas to get you started:

• Consider long-tail keywords that have low competition but high volume.
• The more competition there is for a keyword, the more difficult it is to rank on page one.
• You’ll have a better chance of reaching internet customers who are looking for your product or service if you focus on long-tail keywords relevant to your brand.
• Determine the sorts of queries being asked by your target audience (and that are relevant to your business). If you address those inquiries in-depth in blog posts or knowledge hub pages on your website, your information may be included in a featured snippet.
• Collaborate with a web development business to enhance the technical components of your site. Enhancing the efficiency of your website and ensuring that all of its pages are mobile-friendly can help you rank better in search engines.
• Optimize your title tags and meta descriptions. Your title tag and meta description comprises the preview of your content that online shoppers will see on a SERP, so make sure they give a compelling reason to click. Additionally, using a primary keyword in both the title and description will help you rank better for related search searches.
• If businesses pay attention to their search engine optimization strategies, users will notice their website links, resulting in increased click-through rates, more exposure in the SERPs, and more consumers.

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About The Author

Chris Giles is the owner of CGain Web Design & SEO and has been involved in the internet industry since the early 1990s. He has been the marketing manager of several multi-million turnover companies. He is a Fellow of The Chartered Institute of Marketing (FCIM) and a Fellow of The Institute of Data and Marketing (F IDM).

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