Google’s search engine results page (SERP) features, such as local packs and featured snippets, have transformed digital marketing. These characteristics open up new avenues for exposure and interaction with users. Local packs can increase online and offline traffic for businesses with physical locations, while an optimized featured snippet can establish your website as an authoritative resource, illustrating the point.
These features bring a problem known as “zero-click searches,” where consumers obtain all the answers they need directly on the search engine results page (SERP), eliminating the need to visit a website and potentially reducing organic traffic. To succeed in this environment, you must know how to optimize for Google’s search engine results page (SERP) characteristics and appropriately modify your SEO approach. Despite the obstacles, these elements have great potential for individuals who can make good use of them, which can result in more exposure, user involvement, and sales.
Understanding the Impact of SERP Features
Google’s primary objective is to rapidly return consumers’ search results that are highly relevant to their needs. Thus, search engine results page (SERP) features have been included, which can drastically decrease the total number of visits to sites, including your own, unless you are highlighted in one. Examine the SERP features that appear for specific search queries to gain a deeper understanding of user intent.
WHAT ARE SERP FEATURES?
Search engine results pages (SERPs) on Google include characteristics that are specific to that search engine. The goal of their development was to make it easy and fast for users to get the answers they need. Here are several examples:
- Google Ads
- Images
- Local Pack
- Videos
WHAT IS THE EFFECT OF SERP FEATURES ON MY WEBSITE?
Several factors that appear on search engine results pages can greatly affect the organic traffic to your website. If your site is not included in one of these search engine results page features, it can significantly drop your clickthrough rate. If your site is highlighted in an SEO feature, it can increase your organic traffic.
Identifying Loss Of Traffic
One way to regain lost traffic from an increased frequency of paid ads is to bid higher on search terms or target new keywords. The first step in recovering the lost traffic is to determine its source. When traffic suddenly drops, it could be due to several things, including:
Ranking decline: A decline in organic traffic occurs when your website becomes less visible to potential visitors as a result of a decline in its ranking on search engine results pages (SERPs).
Drop in clicks: A decline in the number of clicks on your website may be a sign of less interest or engagement from visitors.
Increase of a SERP feature: The addition or enhancement of a search engine results page (SERP) feature can greatly affect your site’s organic traffic.
HOW TO TRACK SERP FEATURES
To understand how search engine results page (SERP) features affect your website’s traffic, tracking them is essential. To keep tabs on the features that appear in search engine results pages (SERPs) for your chosen keywords, you can utilize SEO tools like Ahrefs, Moz’s SERP features to report, or SEMRush.
HOW TO TRACK SERP FEATURES
Analyzing Which SERP Features Are Causing Issues
Finding out which search engine results page (SERP) characteristics are to blame for a decline in traffic is the next step after discovering a decline in traffic. Examining some of the key players in greater detail:
GOOGLE ADS
On search engine results pages (SERPs), Google Ads take precedence over organic results. They are very noticeable and have the potential to drastically decrease the number of clicks your site receives, especially for inquiries related to transactions.
IMAGES
Packs of images can monopolize a large section of search engine results pages. If your site is not displayed in the picture pack for relevant searches, you may miss out on visitors.
LOCAL PACK
The local pack function will display nearby companies that are relevant to your search. A lot of potential local customers could be passing on your company if it doesn’t appear in the local pack for searches that are relevant to your area.
VIDEO
The search engine results page (SERP) features video results, which often receive a high volume of hits. Your site may lose this kind of traffic if it lacks video content.
How to Compete for Position Zero
The most desirable area on a search engine results page (SERP) is position zero, sometimes called the highlighted snippet. It can greatly enhance your site’s visibility, as it shows above the organic search results. To optimize for position zero, follow these steps:
FOCUS ON KEYWORD INTENT
Understanding the intent of your target keywords is crucial. The search intent of your intended audience should inform your content strategy.
ACCELERATED MOBILE PAGES (AMP)
Implementing Accelerated Mobile Pages (AMP), a Google-supported initiative, can significantly reduce page loads on mobile devices. Implementing Accelerated Mobile Pages (AMP) can enhance both your site’s mobile performance and search engine optimization results.
ADD SCHEMA FOR FEATURED SNIPPETS AND PAA BOXES
By using schema markup, you can improve your page’s visibility in Google search results, including featured snippets and PAA (People Also Ask) boxes.
LOCAL PACKS
Optimizing your Google Business Profile (previously Google My Business) listing can improve your chances of showing up in local search results. Keep your contact and mailing details up-to-date, and ask your consumers to evaluate and review you.
PAID ADVERTISING
Paid advertising can increase organic traffic, which goes against common sense. You can raise your site’s exposure on search engine results pages (SERPs) and, by extension, your traffic, by bidding on certain keywords.
GOOGLE SHOPPING
An online store should think about launching a Google Shopping campaign. Your profile’s exposure and site visitors can both benefit from this, just as they would from paid advertising.
KNOWLEDGE PANELS AND Carotid
The utilization of carousels and knowledge panels can greatly affect your site’s traffic. Knowledge panels aren’t easy to get into, but your chances will improve if you publish authoritative, high-quality information.
How to Rework Your Strategy and Regain Traffic
It is time to make changes to your SEO plan if you have determined that features on search engine results pages are a major cause of your traffic loss. Consider several factors:
UNDERSTAND YOUR AUDIENCE
Develop an efficient SEO strategy by understanding your target audience and their search intent. Before you start marketing with content, figure out what your target audience wants and needs.
OPTIMIZE FOR SERP FEATURES
Regaining lost traffic is possible with search engine optimization for SERP features. Identifying the features that affect your traffic and then developing tactics to make the most of those attributes is what this entails.
CREATE HIGH-QUALITY CONTENT
Search engine optimization (SEO) and organic traffic generation rely on high-quality content. Keep in mind that you want your material to be useful, interesting, and relevant.
IMPLEMENT TECHNICAL SEO
Technical SEO features, such as site speed, mobile optimization, and structured data, have a significant impact on the visibility of your site on search engine results pages (SERPs). Technical issues can significantly affect SEO and lead to a sudden decrease in traffic after a redesign. If you want your site to rank well, make sure it’s technically sound. It is important to regularly check your site for technical issues and address them promptly.
Need Help? Contact Digital Motion for Your Digital Marketing Proposal
With our digital marketing strategies, we can help you optimize for SERP features and regain your lost traffic. Contact us today to learn more.
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