For Malaysian businesses, securing an online presence is crucial, considering that practically everyone relies on search engine results pages (SERPs).
Having a website is vital for promoting your offerings, whether your target audience is Malaysians or worldwide users.
However, the approach is more complex than just building a website and aiming for prominence on the search engine results page.
Every business, including your competitors, is digital in the highly competitive environment of today.
If your website isn’t among the top results, chances are users won’t see it, especially since they’ll likely find what they’re looking for elsewhere.
What Are Search Engine Results Pages (SERPs)?
Search Engine Results Pages, or SERPs, refer to the pages displayed after entering a query into a search engine like Google, Bing, or Microsoft Edge.
Typically, a SERP will consist of several vital talents, known as the Anatomy of A Search Engine Results Page.
These are the most essential elements for a business to take note of:
1. Organic Search Results
Listings on the page that are unpaid and appear based on their relevance to the search query. The highest-ranking organic search results, appearing on the first page of a search, are considered the best results by users.
Aiming for these is in your best interests as they are perceived as more trustworthy and pertinent than paid ads or lower results.
2. Paid Ads
Listings that are sponsored by advertisers are essentially paid to appear prominently on SERPs. They will clearly be labelled as “Ads” or “Sponsored,” which makes them less appealing than organic results.
Understanding and properly utilising a search engine result page is a powerful way to increase the likelihood of success for your business. As such, let’s dive into how best to use SERPs to your advantage as a business.
Enhancing Organic Visibility
As stated, the user holds organic search results in high regard. As such, listing organically high on a search engine results page is crucial for driving website traffic and building an online presence.
Luckily, improving your organic visibility isn’t an impossible task, just one that requires some dedication. And if you have a business to run, dedication likely is close.
Here are some strategies for enhancing your organic visibility:
1. Search Engine Optimization (SEO)
Search engines have guidelines and algorithms to follow when arranging SERPs. Optimising your website’s content, structure, and technical elements to align with these guidelines is a great way to have it come up high naturally.
Keyword research, on-page optimisation, and quality backlinks are essential.
2. Meta Tags
Meta tags, which include both meta titles and meta descriptions, aren’t just crucial for the user to know what your content is about. Crafting engaging meta titles and descriptions that effectively summarise your page’s content is crucial.
But remember, including keywords is just as essential. The sooner your query’s keyword appears in your meta tags, the higher the likelihood of achieving a prominent rank on SERPs.
3. Content Strategy
Creating high-quality, informative, and engaging content that addresses the needs of your target audience is always a good idea.
Consistently publishing, optimising for relevant keywords, and using multimedia elements to enhance content quality are steps that can earn you favour with users. This distinctively markets your webpage as a reliable reference.
Maximising Paid Advertising
While paid ads are not as loved and subsequently effective as organic results, if you maximise their effect, they do still hold some value.
1. Keyword Research
Like organic search results, you want to conduct thorough keyword research and utilise them in your campaign so that people making search queries with your keyword are more likely to see the ad.
2. Landing Page Relevance
Ensuring that your ad campaign aligns with the content of your landing page is also a good idea. It may seem small, but most users could be more patient when making search queries.
Consumers want answers as soon as possible. Therefore, if they click on your website to reveal an irrelevant page, they’ll probably leave and continue browsing.
3. Ad Extensions
Enhancing your ad’s visibility and providing additional information through extensions can help your ad immensely. Call buttons, site links, and location information can increase click-through rates and user engagement.
Whether you opt for organic or paid visibility, embracing a user-centric approach is crucial for success on a search engine results page.
Prioritising mobile optimisation for your website and ads is essential. Even on desktops, search engines value mobile experiences. Recommending an unoptimised mobile site reflects poorly.
Considering user experience is vital. Emphasise user-friendly designs, fast loading times, and more to enhance their experience. This builds a reputable, well-run business image.
In conclusion, numerous methods exist to enhance your website’s and brand’s visibility on SERPs. Boosting it organically, utilising paid advertising, and emphasising user experience are effective ways for online business success.