Google is the overwhelmingly dominant search engine and for nearly all websites, it feeds 92% – 96% of all website traffic. With such a large market share captured, it’s easy to understand why Google wants to display the most relevant results to the searcher. The intent of the searcher becomes critical to display the right results at the right time is what allows Google to maintain their dominance. As such, Google updates their algorithms hundreds of times each year – most are minor, but there are significant updates that dramatically shake how results are shown to the searcher. Here’s the linchpin – no one but Google knows how their algorithm works, how the information will be displayed in results, and when updates might happen.

Ways To Show Up In Google

Search engine marketing (SEM) means marketing efforts that are designed to satisfy search engine (Google) demands. Search engine optimization (SEO) are the tactics used in search engine marketing. It’s how the best possible you is displayed online. There are many ways that search engines can show your business. A search engine results page (SERP) is what you see when you type a key phrase into google as Google tries to understand your intent and give you the results that will make you happy. This is the core reason why Google’s algorithm is constantly evolving – the searcher’s intent needs to be satisfied. There are a variety of ways to show up in search results that go well beyond organic results and paid.

SERP features that you can rank for on any given page include:

  • Organic search results
  • Organic Results
  • Web Sitelinks
  • Local Pack
  • Maps
  • Videos
  • Images
  • Reviews
  • Sponsored Ads
  • Knowledge Graph
  • Knowledge Card
  • Featured Rich Snippets
  • People Also Asked
  • Searches Related To

Each of these gives you an opportunity to appear in search results. They can and should be linked to a tactic to make you as visible to Google as possible. As search marketing evolves, so should your strategies—because your performance should evolve, too. Working with Avid means your unique content, website technical setup, and secondary marketing programs like paid advertising and social media are all key factors in presenting the best digital version of you.

Contact Avid if you’re looking for a partner to build your business and dominate search results – we’d like to hear from you.