To target local intent, Google inserted a Local Pack followed by the Discover More Places feature (i.e, multiple SERP features that target multiple user intents). Interestingly, and to highlight how far Google's SERP features can go, the Explore Panel to the right of the organic results shows the exact same copy as the Featured Snippet. Google does so by initially offering a Featured Snippet that presents the basics of French cuisine's history. In this instance, Google uses its SERP features to target users who want to learn more about this genre of food as well as those who may be looking to sample some local French delicacies. Google often places multiple SERP features on the page so as to target multiple user intents simultaneously. The two sides of this complex problem, of course, go hand in hand. There are really two sides to the "SERP feature coin" that has increasingly dominated the search marketing conversation:ġ) The number of SERP features on the results pageĢ) The highly targeted use of SERP features when meeting multiple intents Fluctuations on the SERP has become the norm!īefore we get to what a normally volatile SERP means for rank tracking, indulge me by letting me expound upon a second "problem" facing search marketers in this, the modern era of SEO. Not only that, but that instability goes beyond your big time Google updates. The average number of positions sites move when fluctuating has greatly increased over time Having the top 5 results for a keyword match (same URLs in the same position) from month to month decreased by 60%.There has been a 70% increase in rank diversity.The average "fluctuation" went from consisting of a two position "move" to a 3.5 position move.Rather, I'm going on a deep set of data which shows that between 20: I am not making some sort of generic anecdotal statement! I'm not saying that rank is more volatile based on a "general sense of things." I'm not acting on a whim based on seeing some blockbuster Google updates. "Of course it is," you might say, "haven't you seen all of these Google updates, they're massive." However. Rank is far more volatile than it once was. Instead, let's take a bit of a deeper look at two major ways the Google SERP has evolved and then we can talk about how these changes directly impact the way we should go about tracking rank. Now, I could simply tell you what's changed in a matter of fact manner and move on. You can't tell the story of the keywords and sites on the SERP without understanding what's changed. The Google SERP has changed and why Rank Ranger has taken a new approach to rank tracking. That's why I'm going to show how the situation on However, if SEO has moved past a linear look at "the keyword" then why do we still undertake a monolithic approach to rank tracking? Yet, as much as we've talked about how the world of SEO has evolved into what it is today, we still think of rank tracking as well. Rank tracking is one of the most basic elements of SEO performance monitoring and reporting.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |