Out of all the search engines in the world, Google still has the lion’s share in the search engine industry. Unless Apple mandates its devices to use their own search engine, this hierarchy won’t change any time soon. Other search engines like Yahoo and Bing have a long way to go to beat Google. With more than 3 billion search queries per day, any business would stand to gain from the website traffic offered by Google search engines. Now that we have established that Google plays a crucial role in digital businesses, let discuss visibility. Just being on the search engine result page (SERP) does not make any difference to the website traffic. It is where you are placed that matters
Did you know that the Top 3 Google search results account for almost three-fourths of all clicks? Unless your website comes in the first 3 places, you will be catering to the bottom 25% of the clicks. Especially when the users are on their mobile devices, nobody has the time or patience to visit all the 10 pages of the SERP. Similarly, the first position gets one-third of the Search Traffic. Although this may be debatable since there are google sponsored ads gunning for top positions and people tend to skip over them sometimes to go to the organic search results. Whether you are on the first, second or third page of the SERP, the top positions usually see more website traffic than the ones below them.
Needless to say, this has a huge impact on sales. Smart, relevant and intent-oriented search results that occupy the first three positions get a greater advantage over their competitors. The Google algorithm is ever-evolving with only one aim: to provide the most relevant content to the users. It is all about the user experience and satisfaction. Gone are the days when one could overstuff their content with keywords that may or may not be relevant to their website just to move up the ladder. Also adding click baits with irrelevant keywords are being caught by the crawlers. In fact, these and many such malpractices are now categorized as black hat.
Search engine optimization (SEO) is the process of improving the quality and quantity of website traffic to a website from search engines. Basically better SEO ensures a higher ranking in SERP. While we are on the topic of keywords, adding relevant keywords in text elements like meta titles, meta descriptions and text is highly preferred. So web designers and SEO companies have started to insist on developing websites that are SEO friendly.
Thinking from a user perspective, seeing a certain website in the top positions of the search results certainly increases Brand Authenticity. The feeling that it may not be a fraudulent website is brought about on higher-ranking websites. It helps to create a business image since we are dealing with a large number of search results and being in the first three certainly stands out among the crowd. Over time, brand recognition will improve inbound traffic and sales, provided the quality of products and services are also good. This will eventually lead to reduced advertising costs which is a huge gain for any digital marketing company since a good percentage of the investment is spent on digital marketing to rise to the top.
There are two types of listing on SERP: Organic and paid listings. Organic listings are search results that show up higher due to the relevance of the content. They tend to get more clicks than a sponsored or paid ad listing. This is where White Hat SEO methods come in handy. Paid listings on the other hand are attained by paying a certain amount of money to Google to show the results in the first few positions for certain keywords. Google decides which ads to show and how they're positioned based on the ad auction.
Another method to boost SEO ratings is link building. It is described as actions aimed at increasing the number and quality of inbound links to a webpage. The main goal of link building is increasing the search engine rankings of that page or website. Backlinks are equally valuable for SEO because they represent the trust factor from one site to another. Basically, backlinks to your website are a signal to search engines that other websites vouch for your content. Internal linking or links created in your own domain to move from one page to another also improve the website standards according to the algorithm.
Top results get a higher click-through rate (CTR). Click-through rate is the measure of the count of users that click through to a certain result when compared to the rest of the results on the page. When ads are displayed, be it above the organic results or beside them, organic click-through rates get reduced because users have other options to choose from. This is especially true on mobile devices where ads are shown because they take up the screen before the user has to scroll down to organic results. Keywords may not be an exact string of letters or words. People whose native is not English would also be searching online. The AI is so advanced that it captures the intent of the search and suggests results. Long-tail phrases show better precise intent. Searches that are done with many keywords have a slightly higher CTR on desktop than searches done with fewer keywords.
Finally, it takes a deeper understanding of how SEO works in order to rank higher in SERP. Intersmart Solution is an adept SEO Company in Kochi that is famous in India for its SEO services. So if you are looking to improve your website ranking, reach out anytime without further ado.
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