Google SERPs with the right SEO website content
Google says its mission is “deliver the most relevant and reliable information available”, but sometimes questions arise about where “relevant” Y “trustworthy” they fall with every search query.
Google compounds the problem by undermining that mission. Are paid ads above everything else in the SERPs always the most? “trustworthy”? Only. What about people also ask and other elements that suppress the actual results of the website? It's almost as if Google is saying: “Most likely we have not provided relevant results, so try another option”. We hope to satisfy you sometime..
Worse still are Google's zero click results. Basically, the gigantic search engine repeatedly displays responses to queries so that the search engine does not need to click. More than half of searches are zero clicks, according to research reported by Rand Fishkin in his SparkToro report based on Jumpshot click data: less than half of Google searches now result in a click .
SEO to have a greater influence on how your content appears among the SERPs
I get it. When brands prioritize publishing higher quality content, but do it less often, can impress visitors and pay in brand recognition, trust and content sharing. But if you're fading in the SERPs, you need an advantage. Feed more content to Google. If the quality is decent and you follow SEO best practices , additional content will help you get more rankings and get more natural search traffic.
Take the lead from Allstate. You could easily create an article like Teen Driver Auto Insurance . I know it is full of product references. But that information is supplemented by safety tips and quick access to state insurance requirements..
Write longer-form content
Sometimes it is useful to write a little more to appear more frequently among the results of the SERP functions or the traditional results. You don't need to throttle thoroughly with long-form content that can easily exceed 3.000 words. (Marketers have different views on how to define long-form word counts.
CMI has many long articles that rank well for multiple keyword phrases. For example, 9 Font Hacks for the Instagram Stories You Should Know Has Around 1,200 words, not too long in any case. But it has more than 100 rankings in the top 10 and Google.
Enjoy the featured snippets presented to you
Your content can also provide opportunities to get featured snippet based on the questions you answer., your lists, data tables, etc. Get helpful tips on featured snippets from this article by Stephan Spencer: OK, Google: How do I optimize my content for highlights? Fragments.
You wouldn't change your content development strategies to avoid featured snippets that sometimes don't produce clicks. Moz , that continuously tracks how often they appear, reported that the 13.3% of the SERPs included a featured snippet when I checked in early March.
My advice is true, although in January Google closed the door to the ability of a website to enjoy a featured snippet, as well as a regular organic result on the first page of Google. Barry Schwartz evaluates the trend in his article, Everything you need to know about the Google Featured Snippet deduplication change .