Five Key Methods To Boost Your Search Ranking And Online Brand

If you have been in the SEO world for very long, you’ve probably focused on producing content to win the search engine results page (SERP) organic listing war. It is essential to understand the different features found on SERPs to continue to be found on the first page of Google search, even if Google decided to drop organic result listings altogether.

Method No. 1: Google Ads

One of the most considerable changes in SERPs occurred in 2000 when Google created AdWords. This program, now rebranded as Google Ads, contains up to four ads at the top of a results page, knocking organic results further down the page. Ads are found at the bottom of many pages as well. As of August 2018, Rank Ranger, which crunches numbers in real time, reported that 40.55% of ads appear at the top of a search results page and 59.45% appear at the bottom. The average number of ads per page is 2.96, while 4.70% appear on page one.

Take a look at your Google Ads budget to understand whether you have room to increase your spend. Increased spending usually equates to your ad showing on more relevant SERPs designed to attract your target audience. Create dedicated, mobile-friendly landing pages for your campaigns. Use accelerated mobile pages (AMP), which allows your landing pages to load for mobile users quickly. If you need to introduce complex ideas to your audience, consider using video.

Method No. 2: Knowledge Graph

In 2012, Google introduced the Knowledge Graph, which pulls verified information about people, places, events and things to provide searchers with quick and direct answers to a query without having to click on a link. While there are other ways to leverage Knowledge Graph results, they are often pulled from a Wikipedia page. Being that Wikipedia entries are highly valuable for Google and the site itself is of high authority, the knowledge pulled from these entries are confidently chosen by Google. So, make sure your company is prominent on Wikipedia pages.

You can also help Google meet its goal by providing accurate and precise information on your website. Google uses schema markup when creating these graphs, so make sure your website is one of the 10 million websites utilizing it. Think about creating knowledge graphs on your site so that Google can borrow from your ideas, which, in turn, helps your brand.

Method No. 3: Featured Snippets

Changes are taking place with featured snippets continuing to grow. A study conducted by SEMrush and Ghergich & Co. analyzed over 6.9 million featured snippets by keyword group. Results showed that 41.59% of all featured snippets appeared when the user asked a question.

The first task when trying to win the place as a featured snippet is to make a list of questions based on your keywords. Concentrate on brainstorming all possible inquiries. Google’s featured snippets answer questions that contain more than six words. If you cannot answer the question between 40–50 words, then split up your content. Create a section on your website answering related questions. Others suggest sharing your content on public sites, as Google seems to monitor these closely.

Method No. 4: Local Packs

Locals packs are a Google search grouping that lists businesses near you related to your search query.

Initially introduced as a seven-pack, Google reduced the numbers showing in local packs to three in 2015 in most cases. These results allow small businesses to list for users near their locations on Google’s first SERP.

According to research conducted by Dr. Peter J. Meyers, approximately 35% of local competitive keywords had local packs in February 2018. The company has changed the look of these packs many times, and one of the most recent changes shows a paid ad among organic results in local packs.

While your Google Ads budget may determine your listing for the paid ad result, you can also get there organically. Consistency matters, so make sure you have the same address and phone number listed on all of your online properties. Get listed in local directories including those published by local Chambers of Commerce. Also, create a fast-loading mobile site and engage with customers on social media.

Method No. 5: Twitter Carousel

Google introduced the Promoted Tweet Carousel in 2016. Since that time, companies that are active on Twitter often find their tweets prominently featured on the first SERP.

Since Twitter carousels take up a lot of space within a SERP, they can also be a great way to keep bad news off the first SERP. Furthermore, tweets about hot topics and specific industries may also appear when users search for that type of information.

Check to make sure that your name and contact information is the same between what Google has on file and your Twitter account. Write your Twitter bio keeping SEO in mind so that Google is more likely to identify you with your industry. Find things to tweet about that will encourage interaction with others on the platform. Regularly tie popular hashtags into your tweets. Also, try to locate influencers within your industry and see how they can promote your business.

Putting It All Together

Google is trying to meet the needs of more users without those individuals having to leave the SERP. Begin by deciding which type of feature Google is likely to use for each of your keywords. Then, create great content matching those features. Try to place relevant information near the top of the page and use schema to help Google recognize the data it’s looking for. Furthermore, provide a high-functioning website that meets the needs of all users.

Featured On Forbes