A Search Engine Results Page or a SERP is a page that is returned after you submit a search query in a search engine such as Google. SERPs are an important part of your marketing strategy because this is where potential customers will find your business when searching for your products or services.
In 2021, over 3.5 billion searches were conducted a day. With this many searches occurring, it is critical that your business is showing up in the SERPs for your targeted keywords.
Why Are SERPS Important?
SERPs are crucial because they serve as a place where potential customers and leads are going to find products, services, and other information. If you want people to find your business and visit your website, you need to show up on the SERP.
How do I Show Up On the SERP?
To show up on the SERP, there are a variety of digital marketing tactics that can be used, including:
SEM
SEM stands for “Search Engine Marketing” and refers to the part of search marketing that utilizes paid tactics to help you gain more visibility in search engine results. This type of marketing is also referred to as paid search or pay-per-click (PPC) marketing. The most used SEM search provider is Google Ads. SEM works by conducting research to find the best keywords for your business and then creating campaigns that target the top keywords for our industry, services, or products.
When potential clients search for those specific keywords, they will see your custom ads appearing at the top or bottom of the search engine results. Every time a user clicks on your ad, you are charged, which is where the name pay-per-click comes from.
SEO
SEO stands for search engine optimization. This is a search marketing strategy that uses organic tactics to improve your search engine result visibility. When you use SEO, you don’t pay for ad placement on search engine result pages; instead, you have an SEO expert who uses an array of tactics to help you create valuable and authoritative content that will prompt the search engines to show your content near the top of the search results. There are three different categories of SEO:
- Technical SEO – With this technique, non-content items on your website are utilized to improve the user and search crawler experience, which helps to increase rankings. It is used to improve the website overall by boosting the foundation and structure of the website. This technique works to improve site speed, mobile friendliness, crawlability, indexing, structured data, and security.
- On-page SEO – This technique optimizes each page of your website by targeting specific keywords that will appeal to search engines. The strategies for on-page SEO include content creation, keyword optimization, and keyword research. With on-page SEO, we can help search engines understand a page of content which in turn will provide the page with higher rankings.
- Off-page SEO – We use this strategy to build your website’s authority and reputation by associating it with other top-quality sites. Off-page SEO techniques include managing local listings, managing directory profiles, and link building.
Social Media
Although social media is not a ranking factor, it has a variety of benefits that feed into your SEO. One way that social media can help is that it gives you a place to share your content and gives you access to a much wider audience than your website. Sharing on social media can help you boost the number of people who are visiting and engaging with your website content. This increases your positive user signal and benefits your search rankings.
Sharing your content on social media can also increase your chances of gaining backlinks which is a major part of SEO. Backlinks help to show search engines that other people who’ve linked to your content found it valuable. This will help it rank higher.
Additionally, when you stay active on social media, sharing content with your audience, you can help drive traffic to your website.
In addition to these tactics, there are many other ways you can use digital marketing to appear on the SERP. It is recommended that you speak with a marketing expert at Higher Images. They can assist you in figuring out the best digital marketing plan to get you on the SERPs
Bryan Thornberg founded Higher Images. 22 years ago. As Owner and Chief Marketing Officer, he leads his team in all digital projects, consultations, development, marketing, public relations, sales, analytics, account management, and product support.
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