When you ‘Google’ something, how low down do you look on the results page? As highlighted in a previous blog post ‘SEO: A Beginners Guide’ the first five results on Google get about 67% of all clicks. To increase visitors and potential customers to your website you need your website to appear in the first few results on a Search Engine Results Page (SERP). However, SERP is not as straightforward as you might think, there are various elements which influence results which are explored in this post.
Paid results are basically advertisements. They appear at the top and right side of the results page, they may have a shaded background or border around them. These ads are called Paid Per Click (PPC) as website owners only pay when a visitor clicks through to their website. As paid results are displayed first, this means they are more likely to get visitors.
The main benefit of paid results is that you get fast results. It is a quick way to ensure that your webpage appears at the top of SERP’s. But this does come at a financial cost and if you optimise for general keywords the price per click can be high.
Organic results are natural search results that have not been paid for. They are found below the paid results and are ranked based on their relevance to the search query. Effective Search Engine Optimisation (SEO) boosts organic search results, and the great thing is that once you have a high SERP ranking it is easy to maintain. Plus, organic results are more likely to be clicked on than paid results simply because they are deemed to be more trustworthy. However, to accomplish high organic rankings time and resources must be invested to create content and develop SEO.
This is a handy tool that uses data from ‘Google My Business’. Any business owner can set up a profile and their business will be listed in relevant search results. Try it yourself – Google a local business and you will see a map showing the location of the highest ranked results. Below the map there is a list of the businesses along with information which might include their customer rating, reviews, opening times, prices, contact information, links to their website and directions.
You have the power to control how your website pages appear on SERP’s by giving each page a title and brief description. It is important to include relevant information that contains keywords, not only to ensure the webpage has a good ranking but also as this is the first impression visitors will have of your webpage – so make it a good one!
‘Keywords’ have cropped up a few times in this post. Don’t worry if you are not sure what these are, we will be explaining what they are all about in another blog post soon!
If you have any queries about Understanding Search Results and how you can optimise your website pages to rank higher on SERP’s please contact us here.
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