Getting in the top results of a search engine is not an easy task. However, if you are trying to find ways to achieve top rankings for your online business in search engine results, then the knowledge of SERP can prove to be a vital link between your efforts and success of your online marketing campaign.
What is SERP?
SERP is a short for “search engine results page,” and it’s the listing of results on search engine, when you use it to get results for keywords. The result pages you get after searching a single or set of keywords are called SERPs. In present times, online marketing is the backbone of any marketing campaign. Therefore, it’s important for you to identify the importance of SERP, its possible benefits, and act upon the knowledge for improving the effectiveness of your web marketing campaign.
What Does SERP Mean?
Apart from its full form there is a deeper meaning of this term, and proper understanding of this meaning can help you in getting the best results from search engines. Although, SERP basically means a list of web pages, but there are three different kinds of listings in the SERP that you must know about.
The User Search String: This is the word or set of words that are typed by the user in the search bar of the search engine. This search string is most of the times a keyword.
Organic Listings: SERP listings that are created by the search engine “naturally” are called organic SERP listings. These search results are created after careful analysis of various relevant details by the search engine.
Paid Listings: These are the sponsored links or advertisements for which you have to pay and thus they are paid SERP listings. You can display your ad starting a Pay-Per-Click campaign. You can make sure that your quality score and maximum CPC bids will help you to achieve a high ad position for a particular keyword you want to target. For example, you can use Google Adwords to get better Google SERP position.
Why are SERPs Important?
You should know that users can’t visit your site, if they can’t find it. Therefore, it’s important for you to get proper SERP position for your website. Having a good SERP position can make a big difference for the success and failure of your online marketing campaigns. The facts given below will give you better understanding about the importance of SERP ranking:
The number one listing of an SERP gets almost 40 percent of clicks.
68 percent of the searchers prefer to choose a result from the first SERP.
It’s equally important to reach the first SERP in paid search.
Therefore, most of the searchers prefer to choose from the results in the first page, and majority of those searchers click on the results that are ranked high. This means that the high SERP ranking implies increased traffic for your website.
How Can You Improve Your SERP Ranking?
You must have realized by now that it’s important for the success of your web marketing campaign to increase SERP position of your website. However, improving organic SERP ranking is really hard and buying a higher SERP ranking can prove costly for your web marketing campaign. Therefore, to achieve the targets of your Search Engine Marketing or SEM campaign, you must apply Search Engine Optimization or SEO techniques wisely.
Select Right Keywords: If you are in the business of travel, then you will have the temptation to get high ranking for keywords like “airfare” or “hotels.” However, it’s almost impossible to achieve this unless you have a website like Expedia or Hyatt. Therefore, you should select the keywords that are more specific to your business and are searched by many users. Your SEM campaign should concentrate on those keywords only.
Create Group of Keywords: You can create a group of keywords for achieving effective SEO results. If you choose the right keywords, you can even organize PPC ad campaign that would give your better value for your money.There are always some keywords that are searched by many people, but its easy to get better SERP position for them.
Improve Your SEO Workflow Management: After you have selected the set of keywords that you want to target with your SEM campaign, it’s important for you to understand the keywords that would give you a better return on the resources and time, which you would invest in them. Therefore, this would save you from a situation in which you spend plenty of time in building and working on SEO strategy, only to realize later that you are not getting the conversion rate you had desired.
Improve Your PPC Workflow Management: Like your SEO workflow, you should manage your PPC workflow in a way that you are getting desired results from your ad campaigns. To make sure that you get effective results from the keywords in an ad campaign, you need to write creative ads that attract visitors and simultaneously develop landing pages that make them surf your website.
Doing Proper Analysis: There is SERP tool that is available on the internet, which you can use to find the improvement of your SERP position that you are getting for your selected keywords. This will give you a better understanding of your progress, and you can create better ad campaigns and SEO workflows to achieve the SERP rankings you wanted.
Repeat after Observing the Results: After analyzing your results with SERP checker tools, you can develop a process that would give you better results continuously. This would help you in automating your campaigns and will give you time to research on other keywords. You can then apply the workflow dynamics to those keywords and further maintain and increase SERP ranking.
Information shared above would surely help you in getting a better understanding about SERP and realizing its importance in effective implementation of your web marketing campaign. Although, it might seem that the steps mentioned above are difficult to implement and need plenty of work from your side, but the results would be worth the effort. If you plan your work properly, and work according to your plan, then you would certainly get the desired results in your web marketing campaign.