Is Ubersuggest CPC true

A simple guide to the SERPs

SERPs is the English abbreviation for Search Engine Result Pages. Here you can find the results of your search queries in the search engines.

Most users (63%, and 90% of mobile searches) use Google. So if your website is optimized for Google search, you will get enough organic traffic.

Organic traffic is the holy grail of digital marketing, isn't it? Why is that? Because organic clicks are free, unlike the clicks you get with paid advertising.

However, the SERPs are no longer as straightforward as they used to be. There are many things that can affect your organic traffic.

So let's take a quick look at the different types of traffic and find out how traffic is affected by the SERPs. Then I'll show you how you can better place your website in the search results.

What types of SERPs are there?

If you take a closer look at the search results pages from Google or another search engine, you will see that there are two categories: organic and paid placements.

The areas highlighted in red are paid placements and the areas highlighted in green are organic placements. Every placement has positive and negative aspects as well as its influence on the SERPs.

Paid search results

Google Ads enables advertisements to be placed within the search results so that content for certain keywords is always placed at the top. When a user clicks on a paid search result, the company that served the ad has to pay for the click.

Paid search results are marked with the addition “Advertisement”.

Many companies advertise on Google in order to send targeted traffic to their website, which is why paid advertising campaigns are often carried out in connection with search engine optimization (SEO).

Organic search results

The upper search term “CRM Software” triggers different search results and shows us several ways in which a website can generate organic traffic from the SERPs.

Probably every user is now familiar with the traditional organic search results, which consist of a meta title and a meta description. However, Google has kept adding new SERP features over the years. These new features, including the highlighted snippet and knowledge graph as shown in the screenshot above, can have a big impact on organic traffic.

Paid advertising is a quick way to get high in search results (the highest bid usually gets the best), but the battle for organic rankings has gotten more aggressive and complicated.

However, if you know how to place your website in the SERPs and understand how to convince users to click, you can drive more organic traffic to your website.

What role does SEO play?

The SEO serves to better position a website in the search results and for this reason has an impact on the SERPs. Search engine optimization influences the placement of your content within the search results. Better ranking leads to more clicks. SEO ensures that users find exactly what they were looking for when they access your website.

SERPs and SEO are interconnected, so your SEO strategy has a direct impact on the organic traffic of your website and is the key to achieving your traffic goals.

Unfortunately, many website owners think SEO is too complicated, but it is a process and even simple steps can produce great results.

You can achieve great rankings in the SERPs and forward a lot of organic traffic to your website if you consistently take care of the SEO of your website and use the right strategies.

Small changes in the SERPs have a big impact on your traffic

Google and other search engines always want to show their users only the best search results. For this purpose, Google has developed an algorithm that uses hundreds of different factors to determine how well the content of a website fits the user's search query.

Since the results are always tailored to the respective user, there can be large deviations in the SERPs. Here are some of the top search results page factors that can have a huge impact on your site's organic traffic.

Placement on the first page

Do you call up the second page of the search results or are you one of those people who only skim through the first few results on the first page?

In a very few cases we might open the second page out of curiosity, but most of us click on one of the top search results on the first page, so web pages that appear on the second page get a lot less traffic.

The search results on the first page get 88.7% of all clicks, and the rest have to fight for the remaining 11.3%. This shows us once again how important the placement on the first page really is, because most users do not even open the second page of the search results.

The position is also important

Now you might be thinking: "All right, if I make it to the first page, then everything will be fine."

Unfortunately not.

The idea is generally good, but only the first step in a more complicated process, because there are massive differences in terms of the click-through rate (CTR for short) of the first three organic search results and the remaining results. So your position on the first page also has an impact on your organic traffic.

Here is the average click-through rate that applies to the respective positions of the SERPs:

  1. 23,3 %
  2. 20,5 %
  3. 13,3 %
  4. 8,7 %
  5. 6,3 %
  6. 4,7 %
  7. 3,8 %
  8. 3,1 %
  9. 2,7 %
  10. 2,3 %

Even if you landed on the first page, you have another advantage if you make it into the top results.

What aspects of the SERP can hold back your organic traffic?

In the last section I mentioned that 88.7% of all clicks are on the first page of search results, but that doesn't mean that all clicks are on the organic search results.

Only 41.45% of all users click on an organic search result.

What's stopping you from getting more organic traffic?

Paid traffic (advertisements)

Paid advertising occupies a prominent place in search results, so it is not surprising that the advertisements are often clicked on. The traffic is significant, but the ads account for only 3.58% of all clicks.

One of the reasons for this is that not every search term triggers an advertisement.

Basically, three types of search queries can be distinguished: information-driven, navigation-driven and transaction-driven. Since the advertising company has to pay for every click and wants to achieve the highest possible return on investment, the advertisements are usually only triggered for transaction-driven search queries with a high level of purchase intent.

You can still gain organic traffic with transaction-driven search queries, but in this case you should use Ubersuggest to find out which search terms are being advertised.

With a look at the cost per click (CPC) of a keyword, you can immediately see which keywords are being advertised. As can be clearly seen in the screenshot below, the keyword “CRM tools” is relatively expensive, which indicates that many companies are advertising and bidding on this keyword. In this case, you would have to compete with more ads in the search results.

You can still generate organic traffic, but expect your content to appear further down the page under the paid ads.

The search query “how to use CRM software” serves as a prime example. You won't find a single organic search result for this search query in the visible area of ​​the page, so you have to scroll down to see the organic results.

You have to do extensive keyword research and find the right search terms to get a good ranking on the SERPs and get the results you want.

Results that don't lead to a click

Google and the other search engines are always looking for new ways to optimize the user experience. For this reason, new SERP features, such as the highlighted snippets and the knowledge graph, have been developed that show the user the desired information in the search results.

The search query “why should you use a CRM” triggers a highlighted snippet.

Thanks to the highlighted snippet, the user receives an answer to his search query without having to click on the search result. In this case, the company Salesforce received the snippet and SuperOffice received the first traditional organic search result, but neither company is clicked because the user can read the information directly from the search result.

Of course, curious users who want to find out more still click on the result from Salesforce or SuperOffice, but some users are already satisfied with the information from the snippet. Search queries that do not result in a click make up 49% of all search queries.

How can you use the SERPs to get more organic traffic?

Despite the paid ads and no-click search results, there is still plenty of organic traffic. But you have to know how to use the SERPs to your advantage.

Every search results page is dominated by a search result, and the companies that occupy that position usually put a lot of time and effort into maintaining their top position, so you'll have to put a lot of effort into contesting this position.

How do you do that?

The great thing about SEO is that you always have full control over all your content and you can determine how this content is displayed on the SERPs. If you do everything right, you can increase your click-through rate and send more organic traffic to your website. It works like this.

Produce high quality and relevant content

Google always wants to present the user with the best possible search result for the respective search query. Your content needs to meet two requirements in order to rank better. It must be relevant (match the respective search query) and also be of high quality.

If both of these requirements aren't met, then Google has no good reason to display your page on the first page of search results because your content would not please or help the user.

This is where you benefit from keyword research. With a keyword research you can see exactly which search terms the users enter into the search engine before they access your website. You can find out what people are looking for and then show them super relevant content to drive more visitors to your website.

The more users click on your search result and interact with your content, the more you will be rewarded by the search engine and increase in the ranking.

Highlight your own listings

You have full control over the content and appearance of your listings in the search results. You can freely determine and change the title, the meta description and other aspects such as the structured data, so that your content immediately catches the user's eye.

If your page appears in third position in the search results, the first two results offer the user an advantage. However, you can make your own search result more interesting with a better title and description. (Google mostly uses the page title and the description of the respective page, but the content of the meta title displayed in the search result can in certain cases differ from the meta tag of the page in question.) Your page has to fight for clicks with all other websites, So give all of your content the attention you would give to your advertisements and convince users to visit your website.

Place your content in the SERP features

Google will certainly keep the “additional” SERP features in the future, so you should better adjust to them and learn to use them to your advantage.

Not all SERP features are clicked, but can still have a positive impact on your click-through rate if you manage to place your content in a featured snippet have much higher click-through rates.

Highlighted snippets, content in the knowledge graph, in the local search results and results in the Google Shopping area attract attention and attract users' attention. If your website is showing up in one of these areas, there is a good chance that your organic traffic will increase.

If you diligently follow all good SEO practices, you have a solid chance of appearing in one of these SERP areas. But you can also take very specific steps to consciously increase your chances and conquer one of these coveted snippets.

Conclusion

A SERP is nothing more than a search results page that the user sees when he performs a search query on Google or another search engine. You can also use the SERPs to develop the full potential of your website.

It looks complicated, but there are very specific steps that can be taken to rank well in search results and generate more organic traffic. The search engines keep introducing new functions, which means that the appearance of the SERPs is constantly changing, but relevant content continues to occupy the top positions.

Now that you have learned what a SERP is, you can now deal with search engine optimization in order to achieve the goals set for your website.

What are you hoping for more organic traffic?

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