Optimize for on-SERP SEO
1. Search for your target queries in Google using both mobile and desktop browsers to identify which SERP elements to optimize for and your best course of action.
Google has added features to search results that are helpful for searchers. These currently consist of two groups of elements: on-SERP elements you can optimize for and elements that change buyer journeys.
2. Optimize for the on-SERP elements that appear in search results for your target queries.
Which elements you optimize for varies from one query to the next, but the most common ones include video carousels, image results, recipe carousels, local packs, Google Shopping results, and interesting finds. Video Carousels: Use a tool like InVideo to create video versions of each piece of content you publish. Select the Article-to-Video option, copy and paste your takeaways, choose a template, edit the generated video to add your own images, and publish your video to YouTube. Image Results: Use images on each page of your site, ensure all images include a logo and follow a recognizable style, and implement basic image SEO. Recipe Carousels: Use a plugin like WP Ultimate Recipe or ask your web developer to use Recipe schema to help your content get included in on-SERP recipe carousels. Local Packs: Add and verify your business through Google My Business and include as much information as possible, such as operating hours and contact information. Google Shopping Results: Become part of the Google Actions Project to get your products to appear in Google Shopping Results. Interesting Finds: Interesting Finds appears on mobile devices and is Google’s attempt at curating great content beyond the traditional ranking factors. Create interesting content around your target topic, such as content about its history, how-to’s, and listicles, to improve your chances of appearing.
3. Use a tool like Internet Marketing Ninjas’ Featured Snippet Tool and create a list of Google’s related search suggestions.
Related search suggestions can serve as an additional source of keyword data and your list of related search suggestions can help you track down all the possible paths Google offers users searching for your target query. Alternatively, Internet Marketing Ninjas also offer a free browser plugin that creates a summary of all search elements underneath each search results page.
4. Create content around related searches to optimize for on-SERP elements that change buyer journeys.
On-SERP elements that change buyer journeys tend to drive people away from clicking search results and simply trigger more Google searches, instead of taking users to publishers’ sites. Creating content around related search suggestions for your target queries improves the chances of your website ranking for those related searches users might click on and increases the odds of them eventually clicking through to your website.
5. Optimize your content to answer the questions asked in Google’s People Also Ask box.
Include quick FAQ sections based on these questions in your articles, product pages, and landing pages. Include these questions in your header tags to point Google to the different sections of your site that answer the relevant questions. Tools like Text Optimizer can help you identify popular questions around search queries that you can then optimize your content for.
6. Diversify your content marketing strategy with different types of content and use tools like Finteza to streamline and monitor your on-SERP SEO efforts.
Use videos and graphics in your articles and broaden your topics to educate and inform your target audience. Monitor conversion funnels across various channels, focus on your most important conversion metrics, and look for steps that are leaking traffic or where the conversion path could be shortened. Filter results by traffic source or landing page to better monitor how your on-SERP SEO is paying off.