Anatomy Of A Google Results Page - Part 2

Once you understand the components of a Google search results page, it is time to find out how these websites get there in the first place. Only after you have a firm understanding of the various ways in which to get a link on Google’s search page, then will you be able to formulate a fully targeted SEO strategy that is more likely to yield good results. Here is a rundown on how to make an appearance in the various components of a Google results page.

Organic listings

The traditional SEO strategy tries to get your page as high a position in Google’s organic listings as possible. Climbing up the chart of organic listings can take time, but the key to obtaining a high position on the Google results page lies in having and maintaining an excellent website with high quality content. Relevant links from reputable sources pointing to your page are key to doing well in organic listings, and ensuring the code and content of your page are optimised can go a long way towards your success.

Paid listings

Paid listings offer those with a big enough budget to create ads with Google Adwords that can then appear on pages showing relevant searches. To use this option, determine a budget and a cost per click; knowing you can usually expect a conversion rate around 5% at very best; more likely around 1%.

Local listings

Businesses based in a specific location, especially those with physical offices or places of business, will find appearing in local listings extremely helpful. You will need to create a Google+ Business page in order to have a shot at appearing in the local listings. Mention your business details on the internet as much and as consistently as you can, as the higher the online visibility of your business, the higher your chances are of appearing in the local listings.

Images

Many people underestimate the number of visitors that click through to a website from image listings. Having great, relevant images can be a huge source of traffic for certain types of sites. Take care that your images are optimised; for instance, the file name and alt tag should be chosen with care. Also ensure that images are relevant to the context of the page on which they are posted and correspond to the keywords you are hoping to rank them for.

Videos

Google does not post many videos on its results page, so only the most relevant videos will have a shot at being featured. Ensure that your videos are not pointless but instead have a relevant story to tell and are optimised for the keyword you are hoping to rank them for. Videos should ideally be posted on YouTube as videos on the site are most frequently featured on Google results pages.

News

News listings are quite time sensitive, so more often than not any links you manage to get in this section will be short-lived. If you can however provide highly relevant information on a very recent topic, the potential for a spike in traffic is quite high. Rather than offering generic sounding press releases, offer substantial news to increase your chances of appearing in the news section.

Google has expanded significantly the number of components on its results page, and there are now more ways than ever to get featured on the first page. However, it should be clear by now that many of these components work well for only certain types of websites. It is therefore crucial that you identify the components that are most relevant to you so you can optimise your online presence accordingly. Having your digital assets optimised by professionals such as seoWorks can put you head and shoulders above the competition.

About Bernard Somja, SEO Works

Aside from developing a league of veteran snowboarders, Bernard is SEO Works’ Director of SEO Services, helping businesses in Europe, Asia, Australia and the USA succeed online through the implementation of best practice Inbound Marketing.