Arguably, the most important webpages for any marketer are the search engine results pages (SERPs). These results are what return when someone searches for a particular query. Marketers know these valuable results pages influence the traffic your site sees and, therefore, the long-term success of your business, so the goal is to get your website ranked as high as you can on these pages. In this post, we’ll walk you through what you need to know about SERPs. Specifically, we're going to focus on Google SERPs.We'll also go over how to optimize for key features so that you can improve your site's click-through rates (CTRs) and earn more qualified traffic. You can read more here https://www.semrush.com/blog/what-are-serps/
How Can I Improve My SERPs Ranking? To help your brand gain visibility, you can improve your positions on the SERP. Different tactics generally fall under two strategies: Paid search results and organic search results. Use Paid AdsOne of the most straightforward features to spot on the SERPs are paid ads. Also referred to as pay-per-click (PPC) ads, businesses using these ads will bid a certain amount of money they’ll be charged each time a user clicks on the ad. PPC ads can help businesses gain visibility on queries that their pages don’t rank well for. If there’s an important term for your business, but it’s competitive and improving rankings is difficult, PPC ads can help compete for top billing on the first page of the SERPs.If your business is considering building a PPC campaign, it’s important to keep a few best practices in mind:Select your keywords carefully. Use tools like Semrush’s Keyword Overview and Google Ads to research terms that people search for and are relevant to your brand.Carefully define the parameters when you want your ad to show up. Consider using negative keywords to let Google know when you don’t want the ad to appear. For example, you might not want your ad to appear for someone searching for the keyword but also including the word “free.”Track your campaign carefully. Look at your ad’s popularity and what people do when they click through the ad. This will help you determine your success and what will strengthen your campaign.
Improve Your Organic Results
One drawback to paid ads is that they can potentially turn off consumers because you’re paying for the space. If you want a more authentic result, you’ll want to focus on improving your organic listings.Building your organic SEO strategy can help your pages rise on the SERPs. You can improve these results by focusing on these best practices:
Carefully research keywords that interest users. Semrush’s Keyword Overview Tool is excellent for this task by providing you exact keyword matches and related keywords that provide an even greater chance of improving your content’s rankings.
Ensure your content is comprehensive. Create content that provides in-depth information on the topic, incorporating semantic keywords and providing answers to what users are searching for.
Look for opportunities to generate backlinks. Once you produce a piece of content, consider promoting it for other sites to share and link back to your site.
Encourage engagement with your content. Help people find the page through social media and email promotions to begin building engagement.
Optimize on-page SEO. This includes technical aspects of your page like title tags and meta information to help improve rankings for your target keyword. Semrush’s On Page SEO Checker can also be incredibly helpful here.
Prioritize local search when appropriate. For local businesses, claim your Google My Business page and optimize it to appear in the local pack.
Optimize your content for rich results. Using the proper markup, you can better inform Google crawlers of what your site or page is about. You can add recipe markup, product markup, review markup, and more!
Improve Your Organic Results
One drawback to paid ads is that they can potentially turn off consumers because you’re paying for the space. If you want a more authentic result, you’ll want to focus on improving your organic listings.Building your organic SEO strategy can help your pages rise on the SERPs. You can improve these results by focusing on these best practices:
Carefully research keywords that interest users. Semrush’s Keyword Overview Tool is excellent for this task by providing you exact keyword matches and related keywords that provide an even greater chance of improving your content’s rankings.
Ensure your content is comprehensive. Create content that provides in-depth information on the topic, incorporating semantic keywords and providing answers to what users are searching for.
Look for opportunities to generate backlinks. Once you produce a piece of content, consider promoting it for other sites to share and link back to your site.
Encourage engagement with your content. Help people find the page through social media and email promotions to begin building engagement.
Optimize on-page SEO. This includes technical aspects of your page like title tags and meta information to help improve rankings for your target keyword. Semrush’s On Page SEO Checker can also be incredibly helpful here.
Prioritize local search when appropriate. For local businesses, claim your Google My Business page and optimize it to appear in the local pack.
Optimize your content for rich results. Using the proper markup, you can better inform Google crawlers of what your site or page is about. You can add recipe markup, product markup, review markup, and more!