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How Important are these SERP (Search Engine Result Pages) Features?

January 13, 2020

Over the years, search engines, especially Google has been adding more and more information to the search results aside from the paid and organic results, in order to enhance the search experience.

What are SERP Features?

SERP features are the information that displays in the search results that go beyond organic listings. Since these features stand out on the page, they grab the attention of users more than standard organic listings. Therefore, it is recommended to include SERP feature optimization in your overall digital marketing strategy.

While there are different SERP features, here are three of the most useful features for websites:

SITELINKS

Sitelinks are links to individual web pages within your site that appear underneath the organic result. These links stand out on the page, resulting in an increase in click-through rates (CTR) than standard listings. They also help users find what they are looking for faster.

LOCAL PACKS

A Local pack is a SERP feature wherein Google will display local businesses related to the user’s query.  They are typically shown as 3 top results that will open up more local results and map locations when you click “More places”. Local packs are more frequent with mobile queries, especially voice-searches as they are becoming more popular with the rise of mobile search as one of the fastest-growing SEO trends.

FEATURED SNIPPETS

Most of the time, Google displays a featured snippet at the top of the search page in response to actionable queries made by users. Featured snippets provide users with concise direct answers to the user’s queries without having to click through to a specific result. This snippet displays in large fonts in a box raised above the page, giving it great visibility and a high CTR.

Why are SERP Features Important?

Everybody knows the importance of SEO and how vital it is for a business to rank on the top position of the search results. However, if the top position of the page is taken up by other sites chosen by Google’s various SERP features, it is important to make a strategy on how can you have a better chance of appearing in a SERP feature?

Optimizing for a SERP feature can be difficult, but it is possible if you take certain steps such as focusing on natural speech, using long-tail keywords, and building strong link authority.

There are various steps in order to rank in Google’s SERP features. If you need assistance in taking these steps, Creativo can help. They can help you improve your search marketing strategy to have a better search ranking. You don’t have to do this alone, let Creativo guide you in every step of the way. You can contact them at +971 4 568 4882.