Search engine results pages (SERPs) are the battleground where every digital marketer hopes to win their SEO victories. But before you can win, it’s important to analyze them like a book and discover the unique marketing challenges and opportunities that they present.
The Google SERP is always changing and a variety of features can influence a user’s intent and result in traffic and clicks. Analyzing the Google SERP can help you determine what content to create and how to optimize for different types of searches.
Featured Snippets and Videos
When someone searches for a specific term, Google will display an informational snippet at the top of the SERP. Typically, the snippet is an image or video that provides direct answers to the query. It may be an article, a blog post, or even a YouTube video.
If you’re a brand or product-oriented business, a featured snippet is an excellent opportunity to generate high-quality organic traffic from the SERP. To compete for a featured snippet, you must have quality content that answers the user’s question and includes a link back to your site.
Local Packs and Maps
If a searcher is looking for a local service, Google will often show a map with a list of nearby businesses. These SERP features are designed to make a search user’s experience more helpful and relevant.
Knowledge Panels and Answer Boxes
Search engines are constantly evolving to deliver the best possible results for their users. They use a range of factors to tailor the experience for each person. These include the searcher’s location, previous search history, and current settings.
As a result, each SERP is different for each search query and can be more challenging to optimize for than one would think. It’s important to perform keyword analysis to uncover these differences and devise an SEO strategy that will help you rank for a certain term or phrase.
Local Packs and Maps
Whether the searcher is searching from their desktop, tablet or mobile device, they will often see a map with local pizza restaurants. In addition to this, Google will also show the top pizza places in a city by displaying reviews from YELP and other review sites.
Instant Answers
If a user is searching for a particular question, Google will display an instant answer at the top of the SERP. These instant answers can range from a simple answer to an interactive map that provides step-by-step directions.
People Also Ask
In addition to the organic listings, Google displays a People Also Ask section, which contains questions and answers related to a certain term. This is a great way to find new content ideas that you can create and promote.
Local packs and maps
If the searcher is searching from a specific location, Google will likely show local packs at the top of the SERP. These packs can contain listings for all sorts of businesses, including restaurants and hotels.
This is an important opportunity to generate local traffic and build relationships with potential customers. In addition, it’s a great way to increase your brand awareness. Ensure you’re targeting these SERP features to maximize your reach and bring in new leads.