New GT Blog Header Images - How to Use SERP Features to Inform Your Content Strategy

Many managers/business owners approach the Search Engine Results Page (SERP) from the wrong angle, and this blog is designed for you to see new light when it comes to the topic.

The angle I want you to look from is as follows – Instead of asking what you can do to rank for SERP features, ask what SERP features can do to inform your content strategy.

By aligning your thinking this was you can successfully a content strategy that speaks to your consumers all throughout the buyers’ journey, from start to purchase and aftercare.

What Are SERP Features?

SERP is short for search engine result pages, referring to the page listing all results for a specific search query. Google is constantly updating and changing its SERPs to improve the overall user experience and help searchers access better, more effective answers.

SERP features are one of the main reasons how Google accomplishes it. Presenting structured data to users in a way that makes SERPs easier to navigate and more helpful.

Google’s work doesn’t stop when it comes to improving user experience, leading them to create new SERP features as recently as last year with the introduction of FAQ results and How-To results. Since SERPs are always changing, so are SEO best practices, meaning you’ll need to keep up on every new update to stay ahead.

Informing Your Content Strategy With SERP Features

By now, you should have an idea of the angle you should be looking at your SERP features with to produce content that aligns with your strategy.

Not all SERP features are created equal. Some are more beneficial for certain industries, so it’s important to determine which features to focus on in your content strategy.

Let’s dive into the most important SERP features…

Featured Snippets

At the top of the buyers, behaviour stage is awareness. If you search a query in google the majority of the time the first thing that comes up is a featured snippet. At this stage, your audience is seeking an answer to their query.

You may be asking yourself, how does this relate to my content strategy? Well, let me explain…

If the first thing that pops up is a featured snippet when asking Google, a question, your business can get seen. My advice to you is, align your content strategy around targeting the queries of your consumers this way they will become aware of your company. You’re indirectly introducing yourself to your consumers.

This is a screenshot of Google outlining a featured snippet

Internal Links

You can likely get a ranking lift after auditing your content and inserting more internal links to pages on your site that deserve more attention. For best practice, add internal links to more targeted pages that use long-tail keywords.

Based on your internal links, Google may choose your website to appear with sitelinks in the SERPs. Sitelinks are automated so you can’t directly ask Google to display them. But you improve your chance of being higher up in the rankings by focusing on your overall site content and making it easy for Google to index your website.

Related Questions / People Also Ask

This feature has become a great asset for content strategies in recent years. The most common types of queries include the 5 W’s – What, Why, Where, Who and When.

We understand that you may not be the featured snippet, this is where people also ask comes into play. If you create regular content surrounding various topics within your industry, you may not be featured but your answers will be highlighted in this section.

This section also allows you to create content around the struggles of the user. It gives your strategy meaning as you know what the customer is wanting to be answered their queries can be your blog titles.

This is a screenshot of Google outlining people also ask

Final Words

Google SERPs are designed to recognise the user’s struggles, and the SERP features present an area for them to be answered. The keywords are the most telling clues surrounding your consumer’s behaviour.

As a digital marketer, you can use this information to align your content strategy. It takes the guesswork out of your perception of what your audience is thinking. It gives you answers as well as them – your content can resonate.

GrowTraffic And Your Marketing Strategy

Even with experience, managers and business owners still think from the wrong angle. After reading my blog, you should have a greater understanding, but if you require help, we are here!

GrowTraffic is an award-winning digital marketing agency that specialises in SEO. Our friendly team is here to help. We can tackle your content problems for you, or we can give you the training needed to tackle them yourself!

Get in touch to find out more. You can call us on 0161 706 0012, email us at [email protected] or fill out our online contact form.

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