SERP or Search Engine Results Page is key for your business’ online visibility. This is what it means and how to improve it in 7 tested steps.

Getting to the top of the first Search Engine Results Page (SERP) is one of the most important challenges for any digital marketer. Achieving this position means more visibility, increased website traffic, and potentially higher conversion rates. Moving from position 2 to 1 in search engine results can result in a 50% increase in organic traffic. Shifting from 7th to 6th can boost traffic by an average of 20%. Despite these significant benefits, many brands struggle to identify the key initiatives needed to improve their rankings, whether it's optimizing website speed or implementing Search Engine Optimization (SEO) techniques.

Drawing on our expertise in helping brands across various sectors improve their SERP positions, we have compiled seven actionable insights that every brand can implement. Whether you are a brand manager at an emerging company or an agency manager juggling multiple brands, these priorities can help you achieve tangible results in weeks rather than months. Here's what you should prioritize to start seeing the benefits of improved SERP rankings.

What is SERP

SERP stands for Search Engine Results Page. It's the page you see after typing a query into Google, Bing or any other search engine. It includes a list of results that the search engine deems most relevant to the query.

Those results can be a mix of organic listings, paid advertisements, featured snippets, images, videos, and more. Each element is designed to help users find the information they're looking for quickly and efficiently.

Why are SERPs important

SERPs bring added visibility and traffic for brands, ultimately increasing the chances of conversion. Here’s why they matter.

1. Spotlight effect

The higher your site ranks, the more eyeballs you get. The first page of Google captures a whopping 71% of search traffic clicks, and the top five results alone grab almost 68%. More visibility means more traffic, and more traffic means more potential customers knocking on your virtual door.

2. Trust factor

Users trust top-ranking sites more. If Google thinks you’re important enough to be at the top, most users will too. Being on the first page boosts your credibility and makes your business look like a leader in your field.

“Moving from 2nd to 1st place in search engine results can result in a 50% increase in organic traffic”

3. Free exposure

Unlike paid ads, organic rankings don’t cost you per click. While it takes time and effort to climb the ranks, the traffic you get from organic search is essentially free, providing a high return on investment over time.

4. Stand out

Ranking higher than your competitors means you’re capturing more of the market. It’s a direct way to attract more customers to your business instead of theirs. Plus, it shows you’re on top of your niche.

5. Track success

You can easily track your website’s position in search results. Our full suite marketing platform lets you easily see how your brand’s ranking for your strategic keywords, ensuring that you’re always on top of your most important metrics.

Elements in SERP

Here’s a quick overview of the different elements in SERP you may encounter.

Organic Search Results

Organic Search Results are the unpaid listings that appear because they're most relevant to the search terms you entered. Users are more likely to click on these results because they see them as reliable and credible sources of information.

Why they matter: Organic Search Results are important because users tend to trust organic results more than paid ads, viewing them as more credible and authoritative.

Paid Search Results

Paid Search Results are the advertisements you see at the top or bottom of a SERP marked with a small 'Ad' label. These listings are paid for by businesses to appear when users search for specific keywords related to their products or services. Simply put, you pay to get seen.

Why they matter: The beauty of paid search ads is their immediacy. You can launch a campaign today and start seeing your ad pop up in front of potential customers within hours. They’re also highly targeted, allowing you to reach users based on their search intent and demographics.

Featured Snippets

Featured Snippets are boxes of information that appear at the top of some SERPs, right above the organic results. They provide concise answers to specific questions users ask, making them a coveted spot for businesses aiming to establish authority and attract clicks. Featured snippets come in various forms, including paragraphs, lists, and tables, depending on the nature of the query.

Why they matter: Featured Snippets matter because they occupy a prime position at the top of search engine results, providing users with quick, concise answers to their queries.

Direct Answer Box

Direct Answer Box displays a concise answer to a user’s query right at the top of the page. Also known as "position zero," this feature aims to provide immediate value by directly answering questions without users needing to click through to a website.

“The top five results alone get almost 70% of all traffic”

— Forbes, 2023

They typically appear for queries that start with "how to," "what is," "who is," and other informational queries. They feature a snippet of text pulled from a high-ranking page that best answers the user’s question, along with a link to the source for more information.

Why they matter: The Direct Answer Box delivers immediate, straightforward answers to users' queries, without requiring them to click through to a website. This prominent placement at the top of the search results enhances visibility and positions your content as a trusted source of information.

Knowledge Panel

Knowledge Panel is a versatile feature that appears on the right side of some SERPs, showcasing key information about a specific entity or topic. It provides users with a snapshot of relevant details without them needing to delve deeper into search results.

Knowledge Panels pull information from trusted sources like official websites, and user-generated content. They often include essential facts, images, social media links, and related topics, offering users a comprehensive overview at a glance.

Why they matter: The Knowledge Panel gives users a quick snapshot of important info about your business, brand, or topic right on the search results page. This spot is highly visible and helps build trust and authority.

Google Image Results

Google Image Results is feature that spreads images in response to specific search queries. These results are displayed in a grid format and can include images from websites, galleries, and even social media.

Why they matter: Google Image Results put your photos and visuals right in front of users searching for related content. When your images pop up, it makes it easy for people to click through to your site and check out more.

Video Results

Video Results is a dynamic SERP feature that showcases video content. These results often appear as thumbnails with titles, descriptions, and the video duration, enticing users to click and watch.

Why they matter: They can be particularly effective for businesses looking to engage their audience visually, by demonstrating products or services in a more personal and engaging way.

Google Shopping Results

This is specialized feature designed for e-commerce. The Google Shopping Results display product listings, prices, reviews, and sellers directly within the search results page, making it easy for users to compare products and make purchasing decisions.

Why they matter: This feature puts your products right in front of users who are actively looking to buy. You can highlight your items with images, prices, and store details, making it easy for shoppers to compare options and make a purchase.

Maps

Maps is a feature that displays geographic locations, business listings, and directions based on users’ search queries. It integrates with Google My Business profiles, allowing businesses to enhance their local visibility and attract customers searching for nearby services. For this reason, are essential for businesses looking to drive foot traffic to physical locations.

Why they matter: Maps help people find your business and get directions easily. When your place shows up on Maps, it’s a big boost for local visibility, making it simple for nearby customers to find you.

How to improve your position on SERP

Improving your search engine results page (SERP) performance boils down to a few key initiatives. Here’s how you can do it.

1. Focus on strategic keywords

Keywords are the terms and phrases your potential customers are typing into search engines. Do some research to identify strategic keywords relevant to your business. Look for ones with sizable search volume but not too much competition.

“Unlike paid ads, organic rankings don’t cost you per click - but it takes time and effort to climb the ranks”

How to improve: we recently helped a leading outdoor advertisement company select the most important keywords for their market. We then optimized their existing website and blog content and created new, targeted material. In a matter of a few months, every strategic keyword we identified landed in the top 3 search results, leading to a 6.5x increase in website traffic and over 4,000 new LinkedIn followers.

2. Create high-quality, relevant content

Once you’ve got your keywords locked in, it’s time to create content around them. This means writing blog posts, articles, or landing pages that directly address the questions and needs of your target audience. The more helpful and informative your content is, the more likely it is to rank well.

For example, this approach paid off significantly for a leading used cars marketplace. We created high-quality content, including driving tips, car reviews, maintenance advice, and guidance on choosing the right vehicle. This content helped users discover their wide range of used cars but also provided valuable information that resonated with their audience. The result was a strengthened market position and substantial growth, as the targeted content drew in qualified leads and boosted conversions in a highly competitive marketplace.

3. Optimize your static pages

Don’t forget about your website’s static pages – like your homepage, about us, or services pages. These are prime real estate for inserting your strategic keywords naturally. Make sure your meta titles, descriptions, headers, and image alt texts also include these keywords to signal to search engines what your page is all about.

4. Earn quality backlinks

Backlinks are votes of confidence from other websites. When reputable sites link back to yours, it tells search engines that your content is trustworthy and authoritative. Seek out opportunities to guest post, collaborate with influencers, or get featured in industry publications to build a solid backlink profile.

5. Improve User Experience

Search engines love websites that users love. Make sure your site loads quickly, is mobile-friendly, and easy to navigate. A smooth UX keeps visitors on your site longer and also reduces bounce rates – a metric search engines consider when ranking your pages.

6. Regularly update and refresh content

Freshness matters in the world of SEO. Regularly update your content to keep it relevant and up-to-date. This shows search engines that your site is active and provides value over time. And it’s not just about major shifts – small improvements can lead to significant results.

We’ve put this into action for a leading retailer in Portugal. They had hundreds of articles and recipes, but the content was outdated and had never gone through a thorough review. We identified strategic keywords and optimized the texts accordingly. We also created a process for review and validation before republishing. As a result, we managed to get the top 25 most important keywords for their brand into the top 3 search results in their market.

7. Use analytics to fine-tune your strategy

Lastly, use tools like our marketing platform to track your organic traffic, keyword performance, and user behaviour. Analysing this data helps you understand what’s working and where you can improve. Adjust your strategy based on these insights to continuously optimize your organic SERP performance.

Beyond SERP: how to improve your brand's digital presence

Improving your brand's digital presence goes beyond just ranking well on search engine results pages. It's about crafting a cohesive online identity that resonates with your audience and drives meaningful engagement and conversions. Here are some essential tips:

1. Develop a clear and focused Content Strategy

One of the most critical aspects of improving your brand's digital presence is having a clear and focused content strategy. Your content strategy should be aligned with your brand's goals, target audience, and core messaging. This involves planning, creating, and distributing content that resonates with your audience and encourages engagement, whether it's through blog posts, social media, videos, or other digital mediums. A well-defined content strategy ensures that every piece of content serves a purpose and contributes to the overall brand narrative, helping to build trust and authority in your industry.

2. Create compelling and conversion-driven content

Content is king, but not just any content – it needs to be relevant, engaging, and designed to lead your audience towards action. Make sure your content is worth their time. Share tips, tricks, insider info and don't just stop at blog posts. Videos, motion graphics, podcasts, infographics – mix it up to keep things interesting. The goal? Engage your audience enough that they not only stick around but also hit the 'buy now' button.

3. Get the most out of social media

Social media is key for boosting brand awareness and connecting with customers. Pick platforms your audience loves and share great content regularly. Chat with your followers by replying to comments, asking questions, and sharing their content too. It's not just about broadcasting – it's about making real connections and sparking conversations.

4. Stay on top of online reviews

Reviews online can make or break your brand’s rep and sway the audience. Be quick to reply to the good and the not-so-good, letting customers know you hear them loud and clear and you’re all about keeping them happy.

5. Use analytics to inform strategy

Lastly, leverage analytics tools like Google Analytics to track key performance indicators (KPIs) such as website traffic, conversion rates, and engagement metrics. Adjust your digital strategy based on these insights to continuously optimize your brand's online presence.

Articulate, helping your brand rise on SERP

Mastering your brand's digital presence isn't just about showing up, it's about standing out. Here at Articulate we’ve developed our own App that identifies strategic keywords and provides real-time insights into your Search Engine Results Page (SERP) performance. This tool empowers us to monitor our client’s competitive landscape effortlessly and adjust tactics to stay at the forefront of search engine rankings.

If you need a hand to boost your brand's online presence, get in touch. Our team knows the ins and outs of digital marketing - from mastering SEO tricks that increase your search rankings to crafting social media strategies that get people talking about your brand.

SERP: what is it and how it helps your brand’s visibility

What is SERP