Traditional SEO aims to rank for your keywords in the familiar 10 blue organic links that everyone is accustomed to seeing.
The challenge that is often overlooked is that over the years, search results have evolved to include more than just those blue links. In fact, I have identified at least 28 different elements that appear in search results and at least 5 parameters that determine which of those 28 elements will appear for any given search.
Traditional ranking in those famous blue links is still important, but is no longer enough. Today, effective SEO requires that you view the SERPs holistically, and develop a SERP strategy that addresses the elements and contexts that are relevant to your market.
That is where I can help you.
Here is a list of some elements you might want to think about when you consider your presence in SERPs (some are obviously much more important than others):
- Natural blue links
- Site search
- Jump To
- Knowledge graph
- Mega images (9 or more)
- Answer box (sometimes called featured snippets)
- Extended answer box
- In depth articles
- AdWords above
- Adwords below
- Sponsored Flights
- Advertised Hotels
- Review Sites
- Disambiguation Box
- Related Searches
- People also searched for
- People also asked
This is just Google…. Bing, the various app stores, Yellow pages, Yelp, Amazon etc all add significantly to this list
Here is a list of some SERP contexts you might also want to consider:
- user device
- user location
- user query
- user intent (explicit or implicit)
- search platform
Defined by the combination of SERP context and SERP elements.
There are a great many possible *SERP types*, all of which require a different approach.
Identify which SERP types you are faced with and build a…
What defines the strategy ?
- The digital assets you have
- Where you choose to place those assets
- How you choose to present those assets