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Bringing your website to the top of organic search results is tricky. Following top-notch SEO tactics gives you a strong foundation, but there’s more you can do — like priming your site and its content for a SERP feature.
Google designed SERP features to enhance the user’s search experience. When someone enters a query, these elements allow them to get an answer as quickly as possible (without the extra clicking) by pulling out and highlighting what the algorithm considers a relevant answer.
While some research shows that placement on certain SERP features can potentially reduce clicks, they’re still worth striving for. These placements show searchers that Google sees your site as an authority, and it puts your content above your competitors’.
The type of feature a user sees on their results page depends on the type of query they entered. If the question is “Who is Shakespeare?”, they’ll see a Knowledge Graph. For the “best dentist in LA” query, they’ll see a Local Pack (we’ll break down what these features are below). After all, a search engine’s key goal is to give the user an accurate answer as quickly as possible.
Luckily, you can work to optimize your website in ways that’ll make it more likely to appear in one of these SERP features. Let’s dive in.
A Featured Snippet result in response to an inquiry about Shakespeare. (via Google)
A Featured Snippet is a box that appears on top of all the other search results. It showcases what Google’s algorithm deems the most helpful answer to the user’s query, along with the link to the website that provides it.
Here are some ways you can set up your site for Featured Snippets:
The Knowledge Graph results for CSUN. (via Google)
The Knowledge Graph is an information box that appears on the top right side of the search results. It generally features an extensive answer to a specific question. Google uses its algorithm to pull the information from its database of reliable sources.
Here are some ways you can set up your site for Knowledge Graphs:
Local Teaser Pack results for a search about vegetarian restaurants in Atlanta — the Teaser Pack is similar to Local Packs but without directions or hyperlinks to the website. (via Google)
Pro tip: In 2020, a Google rep confirmed that if a web page listing is included in a Featured Snippet position, the listing will no longer be repeated in the search results.
Queries that specify a certain location often trigger the appearance of a Local Pack box. It features local results along with business information, maps, and reviews.
This SERP feature is for local companies and establishments. The box features three top locations, called a Local Teaser Pack. The rest is hidden under the “View all” button.
Here are some ways you can set up your site for Local Packs:
The “People also ask” results section regarding a search about scrambled eggs. (via Google)
The Related Questions section usually appears under the Featured Snippet or Top Result in an accordion-style dropdown. However, they can emerge in other parts of the search page as well, under the header “People also ask.”
Different keywords can trigger the same related questions, helping you rank even higher. Meanwhile, all the related questions can sometimes feature the same page as the answer, boosting your clickthrough rate (CTR).
Here are some ways you can set up your site for Related Questions:
Video Snippets as results for a query about planting a sunflower. (via Google)
Wondering how to make the most out of SERP features for your brand? You’ve come to the right place.
Featured videos can appear in place of Featured Snippets with the goal of providing the best answer to the user’s question. Usually, they emerge in response to “how-to” queries. These Video Snippets can start running automatically and stop at a point where Google believes the question is answered.
Here are some ways you can set up your site for Video Snippets:
Google Ads in search results about internet companies. (via Google)
These paid search ads usually appear at the top and/or bottom of the SERP, above or below the organic results. They’re distinguished from the rest of the results by an “Ad” label.
Such ads usually dominate the first positions of Google Search. To occupy those coveted top spots, you can start by building a high-quality Google Ads campaign. You can also pay to place Product Listing Ads so your products (with links, descriptions, and/or prices) appear in the “zero” ranking spots, which are above the top organic listing.
SERP features are an integral part of working toward high rankings and top-notch conversions. Think about them as a big cherry on top of your SEM campaign.
While it’s possible to appear in the SERP elements without making a concerted effort, the above tips can help you speed the process to see the results you want more quickly.
This post has been updated and was originally published in May 2020.
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