If you are running an online project, then you need to take special care of the SEO part. Your main goal is to help people find you easily. Getting to the SERP (Search Engine Results Page) page, a modern user expects not only to see a list of sites that match the query but also to get the required information as quickly as possible. Realizing this need, search engines are improved and adjusted daily; they offer new convenient features. They improve and simplify search by showing the answer to a query immediately on the first screen, thereby competing with paid advertising.
We’ve compiled the most important elements of Google search results into one list to see how you can use them for more effective SEO. Thus, when a user decides to use search google or type a URL, one easily gets to your page.
#1 — Direct Answer
A Direct Answer is listed at the number-one position in the search results; it is picked based on a clear information request. In most cases, you do not have to look any further — the target data are there. This block is based on large knowledge bases like Wikipedia and does not contain links to sites, so this function cannot be used for SEO promotion. However, things keep changing.
#2 — Featured Snippet
The featured or extended snippet drops out above the rest of the search results and also contains a short response to an information request (recipes, ratings, how-to methods, etc.). Unlike the direct answer, the extended snippet contains a link to a specific site, as well as an image or video. To try to get into the extended snippet section, you need to perform the following:
- Bring the page to one of the top-ten positions in the organic search results, from where Google most often borrows material for the extended snippet.
- Optimize the content of the page: use key phrases in headers or in the body text as many times as possible, write a paragraph with a laconic structured response. For example, you can provide a clear definition of a term for a request or a step-by-step listing of an instruction request.
- Use the Schema.org markup for content placement to make it easier for search robots to understand the structure of content. You can also utilize the structured data testing tool to achieve great results.
#3 — Ads
Google Ads is a relevant “response” to a user’s query in the Google Ads paid placements format. Ad units sometimes occupy up to eight places in the TOP-10 search results and are well disguised as organic results. To get the most out of your advertising campaign through your Google Ads account, you need to choose the right pool of keywords, on the basis of which you can create an attractive ad.
When choosing an ad placement strategy, you should analyze the competitiveness of your chosen niche and familiarize yourself with the bids of other applicants for getting into the Google Ads block. Well-tuned ads targeting certain geolocations and time intervals significantly increase site traffic and lead to a large number of leads.