The power of the web presents tremendous opportunities for any business model. Search engines such as Google, Bing and Yahoo are used by consumers for research, shopping and competitor analysis on daily basis. Visibility of your brand in these avenues serves as a crucial component in providing the necessary exposure for reach of target audience. Consumers use search engines primarily due to the fact that they provide up-to-date relevant information on any given topic or subject. Individual search queries performed by internet users are backed up by a result referred to as a SERP (Search Engine Result Page).
What are SERPs?
A Search Engine Result Page (SERP) consists of a list of web pages that are returned to a user based on a specific keyword term/phrase query. Each individual listing within a SERP page includes a Title Tag, Description Tag and a URL address to that particular location. How does this relate to you? As internet users are performing search queries based on a specific product or service related to your industry, they should be able to locate a link to a page on your website. Mastering the power of organic visibility (known as SEO) takes some time and advanced knowledge of positioning. Additionally, it’s important that you maintain content on your website relatively fresh in order to increase your chances of being found.
3 Strategies For Dominating the SERPs
The chances of getting to the top of Google overnight are most likely slim to none. SERPs are driven by an algorithm specifically designed to return the most relevant results to the end user based on their unique search query. In order to dominate them or at least have a shot at having some visibility you should exercise some of the following tactics.
- Search Engine Optimization (SEO) – a method of on-page and off-page optimization that goes back to the days of Alta Vista, AOL and Yahoo. In order to ensure proper visibility in the SERPs each individual page of your domain needs to contain fresh and relevant content that pertains to a specific product or service. Additional advanced methods of optimization consist of Meta Data tweaking, link building and social bookmarking to industry specific websites.
- Social Media – a fairly new trend that has gained some serious momentum over the last few years. Now it plays a significant role in the association of your domain within the SERPs. One additional strategy for acquiring organic visibility consists of proactive engagement in social avenues such as Facebook, Twitter, LinkedIn, YouTube and other popular bookmarking sites. Content from each social platform has a direct connection to your brand and it’s important that your participation in each remains professional and courteous.
- Search Engine Marketing (SEM or PPC) – the sponsored links section of the SERPs is reserved for advertisers that are marketing a product or service. Typically this type of Pay-Per-Click marketing method can be used to drive targeted traffic back to your domain. SEM platforms such as Google AdWords and Microsoft Advertising provide a robust solution to internet marketers for reach of their target audience. The next time you perform a keyword query take a closer look at the sponsored links section located at the far right-hand side of the SERP. If you’re seeking additional exposure for your brand, SEM may be a cost-effective alternative for generating targeted leads.
There are over 121 million searches performed on Google alone every day. YouTube has positioned itself as the 2nd largest search engine in the world therefore providing untapped potential for video marketing. Twitter’s tweeps contribute towards a whopping 1.6 billion search queries a day. All of these searches contribute to the untapped potential you can leverage by positioning your brand accordingly in the SERPs.