Achieve a high ranking on Google is never easy.
Even before the introduction of the famous update Google Penguin and Panda algorithms, positioning your content for search engines require a great effort.
But it seems that in the past two years, Google has begun to launch a coup after another – for example, he declined the page space for organic search results and increased space for advertising, videos and other free elements.
At the same time, it has never been so important to win ranqueamentos good as today. With online advertising and other value always paid growing strategies, organic traffic remains one of the most efficient marketing channels point of view of costs.
The problem is that to get organic traffic today, you need to understand the complex nature of the search engine results page.
As SEMRush can track multiple elements that appear on the results pages, I thought I’d share some of the knowledge of the most popular Google page elements in Brazil.
It seems that Google does not tire of adding new elements to the pages of search results.
Since the beginning Google modified elements that appeared on his results pages and added new ones. And worse than that makes sense from a search engine point of view: Google strives to provide the best experience for users, and this includes providing solutions and answers as quickly as possible, preferably on the results page for you no need to look more and click on another link.
But what does this mean for marketers? They must understand that nowadays the traditional organic results are mixed with more complex elements that stand out more and call more attention from users that the blue links common.
Unfortunately we do not have much control over which site will appear in the special elements and what not. But there is no reason to panic.
Of course, Google ‘s innovation caused debates, heated discussions and a bit of desperation in the online community marketing, but as I said Erin Sagin in his famous comment for Wordstream site:
“If there is a mantra that is always being repeated by major industry sectors (Fred Vallaeys, Larry Kim and Mona Elesseily, among others) is” no panic “Rather than continue wasting energy trying to guess the effects of changes in the search pages , stay calm, keep monitoring, be reactive with the performance of your account and keep an eye not to miss new updates. “
Another point: much can be gained with the changes, that is, you can still see that your brand is taking advantage of these updates! Amazon is highlighted in many elements of nontraditional results pages, for example in the ratings (which is hardly surprising considering the nature of the company).
In some cases the layout of the results page remains unchanged, with ads at the top of the page and blue links of organic results in the middle.
However, as said before, in many cases the blue links are mixed with special elements that can appear in different places of the page: Images, Knowledge Graphs, Replies canister, Reviews, Local Search and more.
The page layout relies heavily on research. This means that the results of elements in search engine pages are completely different depending on the research that you do. And another point: different devices will display different search results.
When you make a local search there is a high probability that the first results will be the Local Search (Local Pack), which include three local businesses with data contacts and location map.
Usually when people look for local businesses, they are not interested in browsing the websites of these companies, they just want to know the opening times, reviews, and contact information.
If your company appears in Local Search, a potential customer can get their contact information directly from the Google results page, which leaves you at an advantage compared to its competitors.
When a user asks a question, Google may show a summary of the response in the special block called Informational Statement (Featured Snippet), which is at the top of the page – the surest place to attract attention of users.
This block includes a short version of the answer taken from a website with link, page name and URL.
The Knowledge Graph is a separate box with detailed results is the right of the page and can replace many blue links. It contains virtually all the information you might want to know about a place or a person, for example.
If you search for “Da Vinci”, the Knowledge Graph will show some important information about the Renaissance painter, including dates of birth and death, curtinha biography, pictures and a short list of his paintings.
It will also show you links to sites where you can get more information about the painter.
But even with these special elements, the blue links still dominate the main area of the search results page. Being the owner of a site, you need to constantly monitor the variations of special elements for each keyword you are aiming at and optimize your SEO strategy to try to appear on a larger number of elements.
Another important tactic is to monitor their competitors. Their sites appear only in the blue links? Or also in some special elements? Which?
Tracing the areas of your competitors you will see how many non-traditional elements of the search results pages help them grow and have an idea of how they got there.
Based on this information you can walk in their steps and adapt their online strategies to get more prominently in search results.
Below is an infographic with the main Google SERP elements in Brazil.
This guest post was written by Anna Lebedeva, public relations analyst SEMRush .
Note on search: Special elements of search pages presented in this infographic are linked to actual research and some data may have changed since the day the survey was conducted – July 14, 2016.
The percentage represents the amount of keywords that resulted in the presentation of a special element in the search page 6 million keywords Brazilian database SEMRush.