Positioning of websites in SERPs

Positioning of Websites in SERPs

Many websites are lost in the dense digital traffic and do not come to the notice of most users. High-ranking websites are more likely to be noticed and accessed by users. search engine result pages are displayed by a search engine as an immediate response to a query. Often, paid advertisements also accompany the search results. These paid listings (or sponsored links) appear at the top of the screen, below the search box, or on the right side of the page. these listings appearing just below the advertising consist of organic search results.

The paid listing feature on SERPs is due to their relevant association with the search text that is entered into a search engine by a user. it is essential to gain a high ranking on SERPs to ensure visibility. Most of the internet users prefer manoeuvring on the first page of the search results, very rarely do they move on to the subsequent pages.

Location-Based Search

The search engine considers the location of the information seeker to deliver the most relevant result. with the help of google's my Business directory, a business can show its availability on a location-based search. let us understand the same with the help of an example. suppose you are the owner of a south Indian restaurant in New Delhi which is registered on google's my business directory, it is necessary to complete all the elements of the form, such as description, category, video and pictures, to grab the attention of users.

Organic Versus Paid Listing

SERP ranking can slip or fluctuate due to various reasons. Google updates, re-launching the existing website with a new design, using links of inferior quality, poor hosting, and immense competition are a few reasons why SERP ranking can slip.

 The highest volume of search traffic is received by the first page of search engine results. it is obvious that highly- ranked web pages draw the attention of users and ultimately receive more clicks. paid listings take up approximately one-third of the search results page; the rest is covered by organic listings. the overall conversion rate is adversely affected due to poor listing position. growth-centric organisations strive to occupy the top three positions.

Knowledge Graph Listing

Knowledge graph listing was launched by google in may2012, this system understands facts about people, places, and things. it also understands the manner in which all these entities are interconnected. the google knowledge graph tries to figure out the intention of the information seeker while anticipating their ultimate objective. it assists people in discovering relevant information about businesses which is otherwise not visible in organic listings.

for example, if a user is searching for a pizza store in Mumbai, India. the knowledge graph will display several images concerned with the search at the top of the SERPs. more detailed information on the company's description about the companies/ service provider and reviews is given on a panel on the right side. The knowledge graph listing is obtained from related websites, most popular searches, and google local listings.

Keyword Matrix

As the task of the keyword research is carried out, a need for a keyword matrix may arise. A keyword matrix is nothing but a data set, a possible set of keywords, which according to the business holds some value. it is the front-line tool used for analysing keywords. one software that is particularly useful for developing a keyword matrix is a spreadsheet.

The keyword matrix gives a wide overview of keywords that have been successfully targeted in web page content by other brands of the same industry. A keyword matrix is helpful in identifying future opportunities, and thus paves the way for a deeper analysis. A methodologically developed keyword analysis can improve the ranking of the website. if the keyword matrix is used in a pay-per-click (PPC) campaign, then it can certainly prove helpful in improving sales and ROI.

 Data Highlighter

A webmaster tool known as a data highlighter is used for instructing Google about the pattern of structured data present on the website. the data highlighter is used for tagging data fields on the site with the help of the mouse. through a data highlighter, it becomes much easier for Google to present the website's data in a more attractive manner on search results pages.