When you do a search on Google, the results page that appears is called Search Engine Results Page (SERP). SERP Feature Optimization refers to optimizing your website to appear in various featured snippets and other rich snippets shown above organic search results. These listings are often referred to as “position 0” since they come before the #1 ranking.
If you want more people to find your website when doing a Google search, then optimizing for SERP features can give you an advantage. Here are some clear benefits associated with it:
Appearing in position 0 snippet or answer box gives your website increased visibility which means higher click-through rates.
A compelling meta description, structured data schema markup and establishing business profiles helps build local brand awareness.
Better optimization using content assists users by making their searches more efficient and effective.
There are many different types of features in the Search Engine Results Pages that can be optimized but here we will focus on four specific areas:
Featured snippets provide brief responses directly below the ads at position 0. These answers fulfill users' queries without leaving Google's site, providing great opportunity for driving traffic to your site.
Rich Snippets use Schema Markup Language giving much needed context about pages such as ratings or prices helping customers quickly determine what’s relevant prior clicking links leading towards websites.
### Title Tag & Meta Description Optimisation
Optimizing title tags and meta descriptions from both a Click-Through Rate perspective such as relevance increases click through likelihood after having unrolled on searches’ result page along with quality content made available not just through advertisements being runned via PPC’s marketing strategies
### Local SEO Listings
Creating location-specific landing pages key elements needed to boost local SEO including citations, and promoting location based content while obtaining reviews
### Structured Data
Structured data is important as helps search engines categorize website content accurately improving user experience.
For a successful SERP feature optimization there are a few key areas to consider:
Users search with the intent of finding answers. The page’s design optimised for displaying cleary formatted information needed by specific users seeking solutions or products.
Organic traffic increases in Google Search Engine pages translating towards business growths leads into sales made possible through unique high-quality visual or textual information provided via Blogs maintained on websites
The landing page must appeal to cause further interactions through actionable CTA tied with highly contextually relevant calls-to-action tailored to their needs.
Being easily accessible across mobile devices gives competitive edge giving diverse customer base controls assistance from wherever they may be when searching.
