Once you start educating yourself on the wonderful world of search engine marketing, you soon discover that it’s a constantly-shifting game. Google is always updating its service and changing the way it displays search results, making it tough to stay up-to-date. Get more information on Google user behavior with a consultation from a trusted Internet Search Engine Optimization Specialists like gotFound West Covina SEO Yelp page.
Here’s a little insight into how people use Google’s search engine results page (SERP) in 2016.
Breaking Down The Searh Engine Results Page (SERP)
If you’re interested in improving your search engine performance, you already know the difference between organic search results – those ranked by Google – and paid results – those bought through AdWords. The organic results appear in the left-hand column of the results page. Paid results appear in the right-hand column, and the three highest-paying AdWords results usually appear above the organic results.
In 2016, you need to understand the other result types that Google will sometimes throw on the SERP. Carousels are mobile-friendly horizontal lists that are frequently shown in response to multimedia and local searches. Answer boxes and knowledge boxes are packs of data that Google presents when it’s confident it knows the objective answer to a search phrased as a question. (Entering “who was president during the Civil War,” for instance, will return an answer box about Abraham Lincoln.) Queries that have a strong local component will return local “packs” and “near” results, which tap Google Maps and geotags data to prioritize relevant results close to the user.
Understanding Relevance And Topicality
The most important thing to understand about the landscape of today’s modern Google SERP is that it’s highly focused on delivering relevant data rather than matching a searcher’s keywords precisely. This means you don’t need to waste your time trying to use highly specific keywords over and over when searchers who enter that specific string are more likely to get the information they need from an answer box than to click on a link.
Here is an explanation of how search engines help businesses.
Make sure you vet every keyword before you start optimizing for it. Check to see what its SERP looks like and concentrate your efforts on appearing in the most prominent positions. It’s possible to improve your local ranking to do better in local packs and near results, for example; improving your listing on Google Maps will help tremendously.
Key Takeaways From The Statistics
This is a lot of information to digest. Look for trusted internet marketing professionals in your area. Local marketers like West Covina SEO will help you get the most out of your budget.
When you get down to raw numbers, 2016 hasn’t produced any revolutionary statistical changes. Organic search results still get the lion’s share of user’s attention, with paid results receiving on average just 10 percent of clicks. It’s still worth investing in paid ads on the right keywords, though; users who click paid ads tend to be highly likely to convert if they’re taken to a good landing page.
If you’re aiming for high ranking in the organic search results, be aware that you need to rank very high to see strong returns from your investment. Failing to crack the first page of results is a problem – only 10 percent of searchers click through to page two. (This number does increase for low-volume, long-tail keywords.) Of those first page slots, only the top three are really productive – the number one organic result gets a solid third of user traffic, while the number two and three spots get fifteen to twenty percent each.
Good SEO is all about understanding your audience and delivering what they want to see. While your specific strategies need to depend on the unique characteristics of the people you’re trying to reach, staying up-to-date on overall Google user behavior will help you focus on the most effective ways to get your message through.