Now that you have a sense of the different SERP features, you’re probably wondering how you can rank higher in SERP … and, ideally, how you can capture a feature like local SERP or universal results. Here are some of our favorite tools to help you evaluate your current standing in SERP, compare keyword ranking to competitors, and ultimately figure out how to rank higher:
Totally agree — more does not always equal better. Google takes a sort of ‘Birds of a Feather’ approach when analyzing inbound links, so it’s really all about associating yourself (via inbound links) with websites Google deems high quality and trustworthy so that Google deems YOUR web page high quality and trustworthy. As you mentioned, trying to cut corners, buy links, do one-for-one trades, or otherwise game/manipulate the system never works. The algorithm is too smart.
Place strategic search phrases on pages. Integrate selected keywords into your website source code and existing content on designated pages. Make sure to apply a suggested guideline of one to three keywords/phrases per content page and add more pages to complete the list. Ensure that related words are used as a natural inclusion of your keywords. It helps the search engines quickly determine what the page is about. A natural approach to this works best. In the past, 100 to 300 words on a page was recommended. Many tests show that pages with 800 to 2,000 words can outperform shorter ones. In the end, the users, the marketplace, content and links will determine the popularity and ranking numbers.
Thanks for the post Chelsea! I think Google is starting to move further away from PageRank but I do agree that a higher amoount of links doesn’t necessarily mean a higher rank. I’ve seen many try to shortcut the system and end up spending weeks undoing these “shortcuts.” I wonder how much weight PageRank still holds today, considering the algorithms Google continues to put out there to provide more relevant search results.
The name "PageRank" plays off of the name of developer Larry Page, as well as of the concept of a web page. The word is a trademark of Google, and the PageRank process has been patented (U.S. Patent 6,285,999). However, the patent is assigned to Stanford University and not to Google. Google has exclusive license rights on the patent from Stanford University. The university received 1.8 million shares of Google in exchange for use of the patent; it sold the shares in 2005 for $336 million.
Imagine the page, www.domain.com/index.html. The index page contains links to several relative urls; e.g. products.html and details.html. The spider sees those urls as www.domain.com/products.html and www.domain.com/details.html. Now let’s add an absolute url for another page, only this time we’ll leave out the “www.” part – domain.com/anotherpage.html. This page links back to the index.html page, so the spider sees the index pages as domain.com/index.html. Although it’s the same index page as the first one, to a spider, it is a different page because it’s on a different domain. Now look what happens. Each of the relative urls on the index page is also different because it belongs to the domain.com/ domain. Consequently, the link stucture is wasting a site’s potential PageRank by spreading it between ghost pages.
Danny Sullivan was a journalist and analyst who covered the digital and search marketing space from 1996 through 2017. He was also a cofounder of Third Door Media, which publishes Search Engine Land, Marketing Land, MarTech Today and produces the SMX: Search Marketing Expo and MarTech events. He retired from journalism and Third Door Media in June 2017. You can learn more about him on his personal site & blog He can also be found on Facebook and Twitter.
Cross-platform measurement: The number of marketing channels continues to expand, as measurement practices are growing in complexity. A cross-platform view must be used to unify audience measurement and media planning. Market researchers need to understand how the Omni-channel affects consumer's behaviour, although when advertisements are on a consumer's device this does not get measured. Significant aspects to cross-platform measurement involves de-duplication and understanding that you have reached an incremental level with another platform, rather than delivering more impressions against people that have previously been reached (Whiteside, 2016). An example is ‘ESPN and comScore partnered on Project Blueprint discovering the sports broadcaster achieved a 21% increase in unduplicated daily reach thanks to digital advertising’ (Whiteside, 2016). Television and radio industries are the electronic media, which competes with digital and other technological advertising. Yet television advertising is not directly competing with online digital advertising due to being able to cross platform with digital technology. Radio also gains power through cross platforms, in online streaming content. Television and radio continue to persuade and affect the audience, across multiple platforms (Fill, Hughes, & De Franceso, 2013).
There are a number of ways brands can use digital marketing to benefit their marketing efforts. The use of digital marketing in the digital era not only allows for brands to market their products and services, but also allows for online customer support through 24/7 services to make customers feel supported and valued. The use of social media interaction allows brands to receive both positive and negative feedback from their customers as well as determining what media platforms work well for them. As such, digital marketing has become an increased advantage for brands and businesses. It is now common for consumers to post feedback online through social media sources, blogs and websites on their experience with a product or brand. It has become increasingly popular for businesses to use and encourage these conversations through their social media channels to have direct contact with the customers and manage the feedback they receive appropriately.
Vertical search is the box that appears at the top of the page when your search requires Google to pull from other categories, like images, news, or video. Typically, vertical search relates to topical searches like geographical regions -- for example, when you search “Columbia, South Carolina,” Google delivers a “Things to do in Columbia” box, along with a “Columbia in the News” box.
It’s next to impossible to keep up with the ever-changing landscape of SEO. Since 1997, SEO Inc. has been dedicated to the science and art of Search Engine Optimization, staying on the forefront of SEO trends and changes in algorithms, among a variety of other things. When you let SEO Inc. develop your search engine optimization strategy, with our advanced seo services it frees you up to focus on your business/industry while leaving the search engine optimization tactics to us. Our longevity and commitment to excellence puts us as a leading SEO company in the SEO industry. When you hire us, you get more than just another SEO company; you get a new member of your team hell-bent on seeing you succeed. SEO is one of the highest ROI online marketing strategies to-date. Your business needs search optimization with a strong SEO strategy to move the needle. SEO Inc uses our own, in-house search engine optimization tools and website optimization techniques.
Google Ads operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements. Every time a search is initiated, Google digs into the pool of Ads advertisers and chooses a set of winners to appear in the valuable ad space on its search results page. The “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns, as well as the size of their keyword bids.
The map and business listing are the only results on this SERP that are not explicitly paid results. This map is shown based on a user’s location, and feature listings for local businesses that have set up their free Google My Business listing. Google My Business is a free directory of companies that can help smaller local businesses increase their visibility to searchers based on geolocation, a particularly important feature on mobile. Read this blog post for more information on Google My Business.