Search engine optimization changed dramatically when Google decided to change the format of their long-standing ad placements.
By getting rid of the sidebar ads on Google, and placing 4 paid ads at the top of search they made it more difficult to optimize your site for organic search traffic.
However, smart search engine marketers still have some avenues they can use to receive organic search traffic even with the new 4-Pack PPC ads at the top of the search results.
Here are some ideas to help you claim a piece of that search traffic.
These answer boxes help users provide answers to their queries directly on Google without having to visit a website or click on another link.
If you just need one piece of information than the answer box might drive traffic away from your site.
However, if you intend on driving traffic to your site through comprehensive answers to consumers’ questions this could be a good alternative.
While the answer box does fall below the 4-Pack, it is a very visible box. Plus, Google only provides basic information.
The key here is to give small titbits that can be used in the answer box along with more detailed information. This encourages searchers to visit your website for more information.
Since most voice based searches happen to use longer question and answer type phrases, the key here is to switch your content marketing to match these question and answer formats.
The more questions you answer; the more potential traffic you can generate.
Here are a few things to remember in order to optimise your local search results:
However, optimising your website for keywords is no longer broad enough. Keywords are limited to the number you can include in each article.
Conversely, topical content targets a broader range of keywords that can address multiple keywords for search traffic.
Just make sure that you test out the best way to benefit from both the paid and organic search together.
This landing page can help you get more search traffic as well as convert that traffic at a higher rate.
For example, CopyBlogger created a great landing page that helps customers easily understand their value. By doing this, they increase the number of conversions on their website.
The more you can create a valuable landing page that addresses the needs of your customers, you can always generate more leads.
While it is not possible to always get ahead of the paid search results, using the strategies listed above can help your business retain the leads that quality search engine optimisation brings to your business.
If you are still not sure which search strategy you can use, then contact our team at Shout for a free consultation today.