There are many different ways to improve a brand’s online presence to drive more conversions and revenue, but none are more effective than claiming one of the coveted top organic SERP spots for vital keywords. 

Organic search is the priority channel for most digital marketers because it’s capable of delivering unparalleled ROI. By investing the resources necessary to build an in-house SEO team or partnering with the right digital marketing agency, companies can outperform competitors and reap the benefits for years to come. 

But claiming those top SERP positions is more challenging than ever, and the looming release of Google’s Search Generative Experience could create new difficulties for marketers. 

Here are five real ways for brands to improve SERP rankings for higher click-through rates, more conversions, and the ROI necessary to scale.

Build High-Quality Content Around Target Keywords

When it comes to organic search, quality content is king. Specifically, Google wants to reward useful, helpful content with the highest SERP rankings, so that’s what digital marketers need to prioritize. 

But whether it’s on the company website or syndicated for publication elsewhere on the web to build a backlink profile, this content must be built around target keywords. Incorporating these keywords tells search engines like Google what content is about so it can be ranked according to relevance for a given query.

Without a keyword strategy, the content won’t be nearly as effective at driving meaningful results.

That’s why keyword research is the foundation of any effective organic search campaign. It’s how marketing teams identify target audiences and the search terms those audiences will use to find the business. 

Robust keyword research is how marketers get the most out of organic search as a channel. Selecting and strategically incorporating those keywords into website content tells Google that this content is what a particular user is looking for. 

Implement Technical SEO Practices for Website Setup

SEO can seem daunting to newcomers. Fortunately, Google offers no shortage of guidance for building websites, crafting content, and the other components of organic search success. 

From site structure to user experience, the way a website looks and functions is critical. Google analyzes these factors and uses them to decide whether including a given website in search results would contribute to a quality search experience for the user. 

Sites that load slowly, are difficult to navigate, or don’t include schema are unlikely to achieve meaningful SERP rankings. That means technical SEO is vital, especially in today’s increasingly competitive landscape.

Enterprises typically delegate such optimizations to their web development teams, but smaller organizations may not have the same resources at their disposal. Even without development experience, digital marketers can make significant site improvements by following Google’s technical guidance. 

Follow Users, Not Algorithms

SEO forums are full of posts and discussions about reacting to the latest algorithm and policy updates from Google. It’s wise to keep up with this information, as it can inform site optimizations and strategy adaptations. 

However, too many fall into the trap of taking SEO chatter as gospel. It’s important to keep in mind that these discussions take place in response to moves by Google—moves Google made in response to new insights about user behavior, which is the north star guiding the search engine’s evolution. 

So when it comes to ranking highly on priority SERPs, savvy marketing teams focus on users. 

What are they searching for? What’s the search intent behind each query? What sort of experience do they expect when they click through to a website? What factors will determine whether they complete the checkout process or abandon items in their cart? 

These crucial considerations are at the core of effective SEO work. 

Keeping up with the latest forum chatter certainly has value, but marketing teams that follow SEOs exclusively without proactively thinking about users will always find themselves behind the curve. 

Use Paid Ads to Supplement Organic SEO Work

Why do the top organic results garner the highest click-through rates? Because those SERP spots—the top three, top five, or top 10—are the most visible to searchers. By capturing those top organic search positions, a brand can maximize its visibility to high-value audiences. 

But even if a brand—for example, a men’s clothing company—has multiple revenue-driving pages among the top organic rankings for relevant keywords, paid ads can help bring in even more traffic and conversions. 

Consider this: SERPs, especially those for commercial or transactional keywords, often show a product carousel and a pair of sponsored results above the organic search listings. So, users still may not see the aforementioned clothing company’s top organic rankings without scrolling down. 

Pairing a paid ad with a top organic ranking serves two purposes: enhancing SERP presence to make a greater impression on users, and dominating SERP real estate to “box out” competitors.  

Best practices are key to making the most of this tactic. Aligning language across channels is key to ensuring users will recognize a brand. In addition, successful digital marketing teams will keep search intent top of mind.

Keep E-E-A-T Top of Mind

Brands looking to improve SERP performance would do well to remember Google’s goal: to provide searchers with helpful, relevant search results for each query.  

Google developed a model for quality raters to evaluate search results. It’s known as E-E-A-T, and it stands for:

• Experience
• Expertise
• Authoritativeness
• Trustworthiness

These guidelines aren’t direct ranking factors, but they are key to how Google determines whether its delivering relevant, helpful results on each SERP. Brands looking to climb organic search rankings should start by evaluating their website content against the E-E-A-T criteria. 

For informational keywords, of course, the veracity and quality of content is key. Content should be accurate, easily verifiable, and ideally written by an expert in the field. 

But eCommerce sites can also exemplify E-E-A-T by highlighting their expertise, product quality, and being transparent with users, i.e. making it easy for them to contact the business and showing them the real people behind the brand.

There are plenty of tactics and considerations that factor in when it comes to improving organic search performance. But at the end of the day, the brands that will enjoy the highest rankings are those that genuinely care about their users and their experience. 

For virtually every SERP, the sites in the top organic positions are those that match search intent and deliver what users are looking for: relevant, useful information and a seamless UX. 

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Published by: Martin De Juan