SEO is the crucial part of creating an eCommerce site which gets traffic, and keeping up with the latest changes in the search engine is tough.
You need to understand SEO rules to win the top spot in the SERPs. SERP is the single page that the search engines serve in a proper response to a user’s search query. Today, no two SERPs are the same. Instead, they are personalized for each user.
What is SEO?
SEO is the process of achieving a high rank in the SERPs organically. There are many SEO strategies and techniques, two of which are content marketing and building backlinks. With the help of content marketing, you create content which is aimed at ranking well for a specific keyword. You can also build a backlink profile with websites with high domain authority. It would be for the best if you tried to get the websites that Google trusts to link to your content. This will also improve the domain authority and the SERP rankings.
The high-ranking organic content will maintain its position in the SERPs for an extended period.
What is SEM?
SEM stands for search engine marketing that is acquiring traffic from the search engine through paid listing and advertisements. These paid listings appear on the search engine above and below the organic search results. The targeted keywords drive each paid listing. With a good ad campaign, you can also jump straight to the top of SERPs and also expose your business to all the highly targeted customers. The paid results will not likely see click-through rates as high as the organic listings. All the paid results come with a suite of analytics which provides a clear path to higher CTRs and conversions.
What are SERP Features?
A SERP feature is any listing on a search engine results page designed to provide a better experience for the searchers by tailoring each SERP to display more and more relevant and detailed information.
Google’s SERPs are beneficial and relevant, and the search engine is also trying to shorten the total amount of time and effort it takes users to find what they are exactly looking for.
Organic Google SERP Features
Google is a search engine which is constantly improving the SERP features and adding new ones.
Following are the components of a search engine results page
Before you create an effective search engine results page, you should understand the components of the page. Google is the type of search engine which provides a very good primer on how to create good titles and snippets in the search results.
1. Title
Your title is the first and often the only part of your search result that people read and you should keep it short and relevant. However, at the same time, you should also provide enough information to give all the readers a good insight into what your page is all about. You should also keep in your mind that the maximum length for any title tag is about 70 characters.
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2. URL
You should make sure that your URLs are relevant and short. However, you should also make sure that they provide enough information to display what the page is all about. You will also often find time stamps underneath the URL, and it is common for blogs and the news articles to highlight the freshness of the content. You should make sure to refresh your content quite regularly to avoid people mistaking your work as old.
3. Snippet
A snippet is the description of the page and it is usually limited to about 156 characters. There is a chance of the snippet being the Meta description that you wrote. However, Google sometimes sources the snippet from the contextual information on the page. This allows the search engine to tailor the snippet to each unique search query. You should write an effective Meta description but also try to incorporate easy-to-digest chunks of the information throughout the page.
The rich snippets also provide the additional information such as a photo or any star rating and they are visually pleasing and they also offer a better jumping-off point. You can also increase your chances of getting a rich snippet by adding structured data to your website.
4. Getting Snippets to Rank at the Very Top of the Search Results
This position is called the zero position and it is where the search engine places what it believes to be the best answer to the query. If your content is on page one and you have structured it correctly, it can be featured above all the other search results.
5. Sitelinks
Sitelinks are the additional sub-listings which appear underneath the first Google search result, and these links also provide a quick way for people to jump to the correct page of the website. The total allotted number of site links is six and the number of site links any search result gets depends on how well-structured the site is.
6. Searches Related To
The searches are related to the section showing other top search queries that relate to the one that you originally searched. This section is also a great place to source all the other keywords to include in your content. You should sprinkle these keywords throughout your content.
7. Knowledge Graph
The knowledge graph is a knowledge base which is used by many Google properties that were launched in 2012. The users can see it as an info box or as a knowledge card. The knowledge graph pulls the information from many trusted sources such as Wikipedia, schema information etc.
The knowledge graph works as a behind the scenes for collecting and analyzing a large amount of data to present its findings in an effective way to answer specific search queries.
The data and the information which is gathered by the knowledge graph powers the visible components of SERPs, which include the featured snippets and the carousels.
