Are You Optimizing Your SERP Listings?
SEO is constantly changing and evolving, but the goal has stayed the same. Effective SEO must drive traffic to the site from search engines.
The basic principles have been the same for many years, even as SEO has gotten increasingly more difficult. With all of the changes, it is easy to overlook and under-optimize an important step in securing traffic — the final click from the search engine results page (SERP) to your site.
Today, as organic search becomes increasingly competitive, you must not fail to optimize for this last basic element. I am an avid golfer and spend a lot of time on the practice range attempting to improve my game from horrible to just miserable. I have noticed that many golfers will spend hours working on driving the ball and yet do not spend much time at all working on their short game, where the game is won or lost. Just witness the dominance of Jordan Spieth in professional golf. His success ties directly to his magical putting. By not carefully optimizing your site’s appearance in the SERPs, you will miss many SEO equivalents of 6-inch putts.
Getting Search Traffic
You will not get traffic from search delivered to your site unless these basic conditions are met. First, your page must show up in the results for the search engine. This is the application of the county fair principle: “You must be present to win.” This is as basic as the drive in golf. You must get out in the fairway.
Google’s Webmaster Tools (WMT) make it easy for you to know if your site is indexed and meets this condition. The second condition that must be met is equally simple. Your site must be delivered in the search results (SERPs) in response to users’ queries. This is the old ranking principle. Your site must rank highly for the query the user puts in the search engine. Again, there are many ways to measure this; however, the WMT is a good place to start particularly, because Google stopped reporting keyword referrers, just saying “not provided.”
The purpose of this blog is to provide insights and tips for how to use search profitably. It will cut through the volumes of information that threaten to overwhelm the busy marketer and will focus on what is truly important for making search work.