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What Counts the Most in the Evolved Search Engine Ranking Page

Getting the top ranking in the Google SERPs is great, but what matters more now is the featured snippet PAA space.

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What Counts the Most in the Evolved Search Engine Ranking Page

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  1. What Counts the Most in the Evolved Search Engine Ranking Page ADDRESS 200 Broadhollow Road, Suite 207 Melville, NY 11747 Phone (631) 494-3324 1-800-670-2809 EMAIL info@managedoutsource.com Getting the top ranking in the Google SERPs is great, but what matters more now is the featured snippet PAA space.

  2. As 2019 gets started, there is an anticipation of what digital marketing trends we could be witnessing. Could there be some revolutionary changes? There is one evolutionary change in the Google SERPs that’s been around for some time. “People Also Ask” Section Transforms the SERP The featured snippet or “People Also Ask” (PAA) section of Google’s search is one of the big changes in approach in traditional web searching. Figuring at the top of the rankings in the search engine results pages is no longer the only concern. That’s because people could completely ignore the results and just read the answers provided by Google to the popularly asked questions in the PAA. Sometimes, users could be drawn to the source link of the website from which Google pulled the answer. That website benefits over all the others in the search results page. So now you need to focus on getting in that PAA section. Ranking at the Top Not as Enviable Now The number one ranking used to be pretty special, accounting for around 31% of clicks in that particular page, according to Search Engine Land. But over the past few years Google has been consistently launching new features to the SERPs that have diminished the importance of top rankings. For one, Google kept increasing paid ads that are shown right at the top of the organic results. And then there were knowledge panels. And now you have the PAA featured snippets. Google has always maintained that it shouldn’t be called a search engine per se, but something that disseminates the world’s information and presents it to seekers in as fast and effortless a manner as possible. From that perspective, it isn’t surprising that Google is bringing in these innovations. Google wants users to come to the information they seek effortlessly. So if they can get it without clicking any result, it would be even better from the user perspective. With all these innovations, the average CTR for a SERP result in the first position has come down to 19.30% for any non-branded search made. PAA and the Answer Box Since 2018, PAA has become the dominating component of the SERPs. Search Engine Land reports that the PAA section started appearing in over 40% of SERPs since July 2018. And that has now risen to 79%. But earlier, Google only had the answer box, the forerunner to PAA. The answer box could only accommodate one answer, while the PAA has answers to multiple, relevant and popular queries. Since there are multiple answers provided, there is greater opportunity for your site’s content to feature in them. The PAA and answer box would only get more important in the months to come since by 2020 more than 70 million households in the US could end up having voice assistants such as Google Home or Amazon Alexa. These smart speakers, particularly Google Home, make use of snippets, knowledge graphs and structured data to provide the information users ask for. Tips to Master the New, Evolved SERP

  3. Search Engine Land recommends question and answer schema for increasing your possibility of getting into the featured snippets. This is what Google’s Gary Illyes suggests too. With more structured data figuring in the rankings, it makes sense to use them. This is something Google is going to focus on a great deal. There is the impression that featured snippets are affected by structured data, though Google does not say so explicitly. But Google has recommended focusing on featured snippets right from 2017. Now let’s move to the actual content part. ▪The PAAs are all about direct questions and answers. So make your website pages filled with content that is informative by writing a direct question and answering it. Your FAQ page can be a great place to do this. ▪As you’re writing the answer, make sure you avoid any sales pitch however subtle it may be. That won’t get you into the PAAs. ▪Let the language be plain and easy to understand. Bulleted lists are great options. ▪Let your website content not only have quality but also comprehensiveness to answer all the relevant questions about the products or services you offer. If you start adding flowery or elaborate language and sales pitch-like content, you’re giving an opportunity to your competitors to steal your place in the PAAs. Since snippets are so important, even more than top search rankings, your place lost in the PAAs could equate to traffic loss. These and other SEO and Internet marketing trends are studied and applied by advanced website marketing companies in Long Island. They can help you improve your SERP visibility where it matters.

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