Search Engine Optimization (SEO) is a widely tried and tested tactic in the whole mix of online search marketing. However, brand marketers are now realizing that the evolution of the search engine results page (SERP) layout demands a new approach. In this context, I shall discuss a few ideas here to accomplish top visibility for businesses.
It must be stated at the outset that achieving and maintaining a good ranking visibility for your coveted brand on key organic terms is getting more and more difficult. This is largely because of the fact that natural text listings do not any longer rule the ubiquitous search result page landscape.
There are several other elements that appear sometimes a bit ahead of or well intertwined with the natural results. These comprise latest local listings along with a map, news updates, shopping listings, top blog posts, images, videos, book reviews etc.
These ‘other’ elements can end up pushing the earlier top performing organic listings into inferior page positions. Google terms this type of mixed results ‘Universal Search’, also known as ‘Blended Search’. In a way, this has prompted marketers to rethink their strategy for achieving top brand visibility.
Determine ‘true’ rank
To work out your true page rank, observe the layout of the actual page for all your major keywords – the terms where you require your brand proposition to be highlighted or identified at the top. This data will not necessarily be provided by natural ranking reporting tools. For this, you will have to analyze the actual SERP with an organic monitoring tool, which will offer true page ranking.
Check the order in which page/s are stacked in the overall page ranks. There are certain elements that may impact your page order. For instance, you’re #1 in the natural listings, but maybe because of a map ahead of you with six listings on it, you’re actually placed in position #7 on the page instead of #1.
Overcome the elements topping you
Once you are able to identify the page elements essentially topping you on a given result page, you can develop new strategies. Devise a strategy depending on the elements topping you. For example, if video or image listings are leaving you behind, rework your game plan with a video/image SEO strategy. This should comprise hosting your brand-oriented videos onto YouTube. If the page has blogs and your brand fails to find a major mention, make it a point to galvanize your social media strategy. Constantly monitor and modify your action plan.
Tackling time-sensitive elements
Sometimes non-text universal search results can have a greater impact on ranks than the traditional SEO. In the case of time-sensitive elements, such as news or blogs, updated information flow may beat you out, hence you need to keep an eye on true rankings more often than you generally do for ‘regular’ SEO.
Last but not the least, do not forget geo-targeting! This exercise is imperative for all the major markets you generate leads or sales from. The page layout can or should change based on the searcher’s market.
