Vanessa Fox On SERP Real Estate
Recent changes to Google’s SERPs have left organic search results with an ever decreasing amount of real estate. How does a search marketer work with these changes to make sure their search results take full advantage of the opportunities available?
RKG Chief Product Officer, Vanessa Fox, tackles this question and explores ways to claim as much SERP real estate as possible.
Vanessa Fox: A lot of people ask about the fact that the search results page, the real estate is getting smaller, in terms of unpaid search. And so what does that mean? And that certainly is the case, right? What the search engines are trying to do is solve the searchers problem, not necessarily just list a bunch of links for that searcher. And so that means that they’re adding things like the knowledge-base, or the product shopping list, or the local one box, and that type of thing.
So you do all the tactical things that you would do, which is, “Do I need to be in the shopping box?” You know, “What do I need to do to make sure I’m in the local box?” There’s only so much that you can do there.
The unpaid search is never going away and a lot of people will skip over all that stuff and just go to those unpaid search results, regardless. So it certainly continues to be important to understand just the regular web search results.
But the other thing that you can do is, think about, what are the variety of queries? You will find that different types of queries cause the local one box to come up or not. Or the opposite. Maybe you have a video, and certain types of queries will cause videos to come up and others won’t. Because Google and Bing are always looking at, what’s the intent behind this query, and what type of content will best serve that intent.
So it’s always a great idea to sort of experiment with different types of searches to see what causes what type of thing to come up, and then either, on the web search side, slightly tweak your content to better match the types of queries that only have web search results appear. Or for things like videos, tweak the content slightly to better match the types of queries that cause videos to appear. So you can kind of do it both ways.
With videos we find that sometimes video results will appear for people who use a query with a verb that ends in -ing, just as an example. So in that case, you would just say, “Oh, well people who are searching for that action version of the verb are looking for a video, so I need to make sure that the verb I use in my heading has an -ing.” So sometimes it’s as easy as that.
Look at sort of, both sides of the coin and see how you can better adjust your content to match those searchers.