In 2018 and beyond, digital marketers, and companies that embrace digital marketing strategies, need to be well versed in changing what they care about. Oh, and caring about a lot of things at once, which comes standard with living in the digital world. And for good measure, letโs throw in keeping on eye on the future with the intent to figure out the next pivot before anybody else โ and boldly acting on it.
So when I see something like this, from one of the brightest and most influential SEO minds of the last decade, I think, โHmm, maybe I need to dig into On-SERP SEO a little more.โ A SERP, of course, is a search engine results page, and SEO is, well, you know by now!
Keep in mind this isnโt to say I started freaking out about On-SERP SEO, or that I wasnโt aware Google has been tinkering with SERPs (especially mobile SERPs) on the regular for a long time now. What it does mean is that since On-SERP SEO is on Randโs mind, it should probably be on mine. It also means Iโm interested in dedicating time specifically to generating On-SERP SEO results, which is something that may be on your radar, too.
What is On-SERP SEO
Before you can snag the answer box of your dreams, you first need to know what On-SERP SEO is (and if you donโt know, thatโs totally fine).
On-SERP SEO is the optimization of any and all content on SERPs that you can either control or influence in some way. Traditionally, meta titles and meta descriptions were the main (and only!?) content that SEOs and content marketers could control on SERPs, but that changed when Google introduced featured snippets, which are:
Featured snippets are organic search results that Google doctors up to look pretty, and then places them in the most prominent position on the SERPs โ yes, above the #1 results!
Here is the featured snippet on the SERP for the query, โWhat is an Android TV box?โ:
For this particular result (at least on Google Canada) the paragraph answer box is owned by CBC, the Canadian Broadcasting Corporation. Start Googling things and, if you hadnโt already noticed, many SERPs will include a featured snippet at the top of the page, especially if your queries are questions.
If youโre looking for a quick primer on the different types of featured snippets and other On-SERP SEO content types, this is a great rundown.
Why is On-SERP SEO Important?
There are a number of reasons why On-SERP SEO is important. On a basic level, we can use the Android TV box example above to highlight why a business would covet the featured snippet the CBC currently has.
The CBC article explains what an Android TV box is, as well as how it allows users to โcut the cordโ and essentially watch all the TV shows and movies they want โ for free. It discusses the legality of the apps that allow users to stream for free, and even links out to some websites that sell preloaded TV boxes.
For a large media corporation like CBC, readership, traffic and awareness are the bread and butter of their business, so the more featured snippets they can attain, the better. In this specific case, they could likely earn some affiliate commissions with a featured snippet for a query with tens of thousands of searches per month, according to keyword data. For whatever itโs worth, CBC isnโt using affiliate links, but itโs easy to see why for content driven affiliate sites, featured snippets are extremely valuable.
There is another, less obvious reason On-SERP SEO is becoming a vital component of core SEO, and itโs summed up by this comment Rand made in the discussion thread of the tweet above:
If more and more searches are ending on the actual Google SERPs, as indicated by Randโs original tweet and furthered by this comment, then On-SERP SEO is critical โ especially because, at least right now, itโs difficult to discern what the goal of featured snippets should be, if not to generate click-throughs. As is usually the case in the digital world, the marketers and companies who figure out how to crack these tough questions are the big winners.
How to Optimize Your Content for SERPs
Ah, now to answer the question youโre all wondering about: how do you optimize your content in order to attain a featured snippet on Googleโs search engine results page?
Hereโs the short answer to how you win a featured snippet on Googleโs search results pages:
1. Do keyword research to develop a shortlist of specific questions that a) you can answer and b) you can rank for
2. Rank on the first page for one of these search query questions
3. Optimize the content of your web page to very specifically answer the question
Simple, right? If only!
Look, nobody said this was going to be easy. The great Dr. Pete has been writing on this topic for years now, and his older articles are still some of the best content there is on the subject (here, here and here) โ quite frankly because we just donโt have any more of an idea of what works. Of course, tools like Moz or SEMrush will make your life a lot easier if youโre planning on doing this alone, or you could always get in touch with us โ weโd love to help you improve your On-SERP SEO!
At the end of the day, keeping up with On-SERP SEO trends, and perhaps attempting to win a featured snippet or two, likely puts you way ahead of your competition. And if you can become an expert at On-SERP SEO and make getting featured snippets like second nature, youโll be reaping huge rewards in the future.