How to Improve Brand Awareness & CTR With On-SERP SEO
Competition at the On-SERP front
The scenario of page one on SERP is changing drastically. Creating and maintaining a strong position in SERP as a brand is crucial to stay relevant and buzzing. Visibility, reach and website traffic is only derived from better rankings on SERP. However, owing to the changes in page one trends, holding the top position is becoming increasingly difficult. Deriving traffic from keyword rich content is facing serious competition from the new elements of page one. Paid ads, media, videos, maps, snippets and knowledge panels are taking over the number one position in SERPs. A website which is rich in keywords, and has ticked off all SEO elements pertaining to website design and content, and one that must organically be placed on the top position is losing it to position zero. Position zero features these new elements of ads, maps and other media snippets. Marketers have also witnessed the emergence and growth of the phenomenon of zero-click searches that seem to draw quite a lot of attention from users. These zero-click searches are very strong in grabbing the search intent of the audience, and therefore displaying information accordingly on SERP. This saves the user to even click on to a website link. On-SERP SEO, therefore, helps combatting these competitors to retain stronghold on SERP.
On-SERP SEO entails creating brand awareness and improving search appearance on page one. The primary step in dominating page one is incorporating as much relevant content in the web page, and including a combination of media to cover every determining aspect of page one that counts in terms of ranking and indexing. On-SERP SEO will also require you to shift your perspective on CTR. Rather than focusing on monthly search volumes, you have to focus on click on potential, and only then will you see a more natural CTR. Here are some of the ways you can strategise On-Serp SEO to improve brand awareness and CTR.
- Try Getting a Featured Snippet
The featured snippet for Google usually includes content and information from the top ranked websites on the SERP. You can conduct a thorough search for the relevant snippets that Google uses for your keywords. Tools like BuzzSumo, SemRush, and Ahrefs can help conducting this search. Once you know the relevant keywords, you need to provide solutions for the user based on these keywords so that they do not have to conduct additional searches or visit another web page for information. Featured snippets usually are displayed for long-tail queries.
Your goal must be to optimize your content in a way that suits the featured snippet. You can use key phrases, questions and subheadings to your content to optimize it. Provide a concise answer for the question or subheading that you have created. Google usually pulls out the most relevant summary to use as a snippet. Tailoring your content in the small chunks in the form of question-answers, tables and list improves your chances to get a featured snippet on the SERP.
- PPC Ads for the Win
Although pay-per-click ad campaigns are expensive they are the very best when you are trying to create brand awareness and gain visibility in an immensely competitive scenario. Running ads with your branded phrases can even convert users who rely on zero position content to click through to your website.
- Optimise pictures and media for Featured Snippets
If your main key phrases have photo included of their SERPs you need to optimise your media as well to increase your related photos rating. Include more and more relevant pictures to your web page, pictures that match your key phrase. Placement of pictures is extremely crucial; you might want to place them close to the content that comprise the key phrase matching the search intent of the user. Also, optimise the picture tags. The descriptions for these pictures must be relevant, short and clear. You could optimise the dimensions of the media in your webpage with tools like Optimizilla.
- Schema Markup for your Web Page
Schema markup is the data vocabulary or microdata which Google uses to grasp the meaning and information on your website to serve rich snippets in the results. Schema markups therefore help Google to comprehend the meaning of your content, and establish relationships between your content and search phrases. You can avail forms of schema markup at schema.org. When Google is better informed about what each item is, it uses it to change the way it displays content on the results page.
Following our tips, you can implement changes to your website and the way you approach SEO. On-SERP SEO lets you hold more ON-SERP estate and thereby letting you play your best cards to create brand awareness and major click-throughs. Adapting to the changing On-SERP scenario might seem daunting, but it opens up a whole lot of alternative avenues for you to venture into.
