Understanding SERPs & How it Can Grow Your Business

As ever, your internet marketing objective is to rank high on Google Search Page 1. So, you may employ one or the other … Google Ads or SEO (search engine optimization) … in your aggressive efforts to position your offerings to be accepted by searchers as superior to your competitors. 

In this article, learn how to turbocharge your digital marketing success by understanding SERP (Search Engine Results Page) and its role in magnifying your Google Search rankings. SERP is the page that a search engine exhibits after a user submits a search inquiry. 

As stated above, digital marketers seeking SERP dominance typically engage Google Ads or SEO. So, let’s look at a recap of each and then talk through the synergy created when both are employed. 

Organic SEO & Paid Search Advertising 

In addition to organic search results, SERPs usually include paid search and pay-per-click (PPC) ads. So, let’s start with a recap of organic search results … along with a review of paid search and PPC ads in lead generation. 

Organic SEO is designed to improve your website's rankings in unpaid search results on search engines. Keyword research, link building, content creation, and accelerating page load time are optimized to gain higher placement in SERPs. 

Pay-Per-Click (PPC) is the most common choice of paying to advertise on a search engine to elevate placement of your ads on SERPs. Your objective is to generate the maximum number of relevant clicks possible with the intent to drive traffic to your site. To do that, you need to make sure your ads focus on the keywords that are most likely to deliver more customers. 

When a user/searcher enters a term into a search engine like Google, your company will have the opportunity to bid on boosting the “visibility level” your advertisements are displayed on the SERP. It doesn’t cost anything for the ad to display on the page, but it does cost when someone clicks on the ad … hence the commonly used name “Pay-Per-Click.”  

 The company that bids the highest price for the click usually gets placed at the top of the page. And the top position gets the highest number of clicks. 

Note:  As a Google Ads Beta Testing Agency, we usually know the changes Google is going to make before everyone else. This allows us to stay on top of the latest algorithms and improve our processes constantly to get our clients the best possible Google results for the lowest possible price.   

The Times They Are A’Changin’! 

Referred to as the “strategic search revolution”, SERP visibility is increasingly complex and volatile. That means reliance on only one or another, SEO or PPC, is less likely to yield superior rankings. Reports are that organic search alone faces an uphill battle against alternative SERP features, and paid listings seem to be losing ground as well. 

The key is to recognize and accept that ranking high on SERPs is no longer an “either/or” - paid or organic choice. Your answer is to initiate a two-tiered marketing strategy that includes both SEO and PPC. This will create synergy to escalate the likelihood of your webpages being recognized and featured in SERP searches. 

So, a place to start … a four-point checklist to meet the challenges of the ongoing SERP transformation. Note: This is not a blueprint for a DIY project. More on that relief in a bit. 

Four Point Checklist 

• Know your audience. Keywords research is critical to meet searchers where they seek help. 
• Identify repetitive inquiry patterns of searchers. 
• Survey your competition, e.g., webpages that get top billing in SERPs. 
• Are you responding to what’s being asked, in the context of the user’s inquiry? 

 Once you’ve completed the above self-examination … execute appropriately with your newfound knowledge. 

On The Subject of Execution 

Now your choices are do-it-yourself or invest in a third-party seasoned service provider for assistance. It is likely that you are already wearing several hats as a business owner/manager. Adding yet another marketing responsibility is probably not an attractive option. 

Current and prospective TMM customers are urged to employ both organic and Google Ads strategies. 

By hiring a TMM Team of experts to enable both your SEO and Google Ads management, you will ensure that your results are always accurate and current with all major Google updates as well as consistent success in superior ranking on SERPs. 

Here’s what you can expect when you hire Third Marble. You’ll be assigned a dedicated team of Google Ads and SEO experts to apply our affordable, proven process to your businesses Google Ads and SEO efforts. The objective … drive targeted traffic to your website to enhance your SERP rankings. 

Whether you have a Local, National, or E-commerce business TMM will apply our process to your website to drive traffic, leads, and sales.  You’ll enjoy the benefits of processes streamlined for success over fourteen years by TMM.

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