The search engine results page (SERP) is the page you see after you enter a query into the search engine. It’s a list of results for that particular query that helps you find the content you’re looking for. For example, when you enter a search term, such as ‘SEO tips for small businesses’, you’ll get a list of ranking pages, images or videos that best match the query.

The SERP features are a way for search engines to show more relevant results on the page and improve user experience. They’re not traditionally organic elements and can include reviews, related questions, featured snippets, local listings, image and video carousels and knowledge graph boxes, among many others. The SERP features are those elements on the page that make it more interactive and visually appealing to users.

This article will discuss leveraging SERP features to improve organic traffic.

1. Use Google People Also Ask To Find Relevant Keywords

Keywords are the cornerstone of search engine optimisation (SEO). Therefore, if you want to get more organic traffic, it’s essential that you use targeted, relevant keywords in your content. One way to find new keywords is by using the Google People Also Ask (PAA) feature. Digital Eagles defines google people also ask as a featured snippet that was first rolled out in 2015 to help Google suggest more questions to answer based on whether or not you’re searching for or responding to a different topic. 

When a user enters a query into the search engine, the SERP will show a list of related questions that have been asked before. These are based on the user’s query and provide you with ideas for keywords to use in your content. For example, if you search for ‘SEO tips for small businesses,’ the SERP will show related questions such as ‘What are the best SEO tools for small businesses?’ or ‘How can I improve my SEO ranking quickly?’. You can use these keywords to create more relevant and compelling content to drive organic traffic.

2. Optimise For Featured Snippets

Featured snippets are SERP features that appear at the top of search engine results pages. They provide users with a summary of answers to their query, which is pulled from web pages found on the SERP. These featured snippets are designed to provide users with quick and straightforward answers without clicking on any organic search results. 

To optimise for featured snippets, you must ensure your content is accurate, informative and up-to-date. You should also include a relevant heading that directly addresses the query to give search engines an indication of what your content is about. Additionally, you should use structured data such as schema markup to help search engines understand and rank your content. 

If users can easily get their answers from featured snippets, they’re more likely to stay on the page and click through to your website. This can increase organic traffic, so it’s essential to optimize for featured snippets.

3. Use Sitelinks For Easy Navigation

Sitelinks are additional links that appear under the main listing of a website on a search engine results page. They act as shortcuts and help users quickly get to the information that they’re looking for without having to click through several pages. For example, if you have a blog page or a pricing page on your site, users can go straight to the post without having to click through several other pages first.

Sitelinks aren’t always guaranteed, and they don’t appear for every website. To get sitelinks, you must ensure a well-structured website with organised pages and optimised content. You must also use the right keywords so that search engines can crawl your website effectively. Sitelinks are great for driving organic traffic as they provide a direct route to the information users are looking for, thus increasing the chances of clicking through to your site.

4. Use Local Listings To Target Locals 

Local listings are an essential factor when it comes to local SEO. It’s a SERP feature that shows up for localised searches, such as ‘pharmacy near me’ or ‘dentist in Queensland.’ Local listings include business information such as name, address, contact details and hours of operation. It can also have a map of the business location in the area and reviews from other customers. 

One top snippet for your local listing is the local pack SERP. This snippet shows a listing of three businesses that follow local SEO rules, even though they may not be as highly placed as other competitors. This specific feature can be useful to your business as it’ll be listed below the Google Map and the first two Google Ad placements.

Conclusion

Many SERP features can be leveraged to improve organic traffic. Using features such as Google People Also Ask to find relevant keywords, optimising for featured snippets and leveraging local listings can increase visibility in the SERP and drive more organic traffic to your website. When following these steps correctly, you can start harnessing the power of SERP features and maximising your organic traffic.   

 

 

Author Bio:  Amanda Nelson is currently a professional content writer.