Google’s search results look far different today than they did even a few years ago. The traditional blue links appearing in the organic results are no longer the only feature a user’s eyes are drawn to. Instead, a search query may return a variety of informational or enriched visual snippets that provide consumers with quick and immediate access to the knowledge they seek.
These search engine result page (SERP) features often appear above the organic search results and can offer small businesses who haven’t yet achieved above-the-fold status greater exposure.
SERP features also rank highly among the list of important search engine optimization (SEO) trends of 2018 businesses need to keep up with if they want to stay relevant this year.
Here’s a quick rundown of some of Google’s search features that could get your small business the recognition it deserves:
- Featured Snippets. This SERP feature offers search engine users a quick answer to a question-based query by scanning the contents of various websites for the best possible information. Featured snippets are basically excerpts picked from a single website and appear in a box above the organic results. Landing this feature can build authority and trust for your brand and maintaining a business blog could help you get there.
- Local Pack. This feature is meant for the doers, consumers who want to satisfy an immediate need. Local packs offer location information for multiple businesses relating to a local or geographic query, such as “restaurants near me” or “coffee shops in Ventura County”. They generally display a map with pins marking multiple business locations with a list of three businesses below and an option to display more listings. When a user clicks one of those listings, they’ll see a Knowledge Panel that includes contact information, hours, and reviews.
- Reviews. Enriched organic results now sometimes include a star-rating beneath the link depending on whether the site has reviewable content, such as apparel or recipes, or the appropriate markup, i.e. optimized HTML code. This subtle feature can have an immense impact, as search results with reviews have higher click through rates (CTR) – potential customers trust their peers.
- AMP. According to Google, nearly 3 in 5 searches are conducted via mobile device, including smartphones and tablets. Consequently, if you haven’t optimized your site for mobile responsiveness and loading speed, you’re probably losing a hefty amount of traffic. Enter Accelerated Mobile Pages (AMP). Websites implementing Google’s AMP open-source format will load almost instantaneously, providing consumers with an enjoyable browsing experience. While AMP is used primarily by publishers, e-commerce site may also benefit with higher conversion rates.
- Sitelinks. Enriched search results can sometimes include sub-links to specific pages of your website if Google algorithms determine they will improve a user’s experience. They generally only appear for navigational queries, or search queries with the intent of finding a specific brand or business (e.g. “Facebook” or “Social Spice Media”). Sitelinks can significantly improve bounce rates as users can go directly to the desired page without having to navigate a site’s main page.
- Twitter. Google and Twitter now work together to index tweets so they appear among the organic results of the SERPs. When a user conducts a search, for example, on an organization, event, or person, a row of recent and trending tweets matching the query will appear, usually below a few organic results. Snagging a Twitter shout out in Google’s search results can increase brand visibility and signal to consumers you are relevant or influential.
The best thing about all these features is that you don’t have to pay for them. To unlock Google’s SERP features, businesses just need to optimize their websites for search bots, or indexing algorithms, the librarians of the digital world.
If you’d like to see your company feature prominently in Google’s search results, please contact our inbound marketing experts at Social Spice Media. Our marketing packages are infinite as we offer a full range of al a carte services to perfectly fit your small business needs.
