![\"Google](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/09\/serp-features-example-722px.png\")
<\/p>\nA whole-SERP SEO strategy analyzes the features that show up most in the search results for target keywords and then optimizes for them. Features can be anything from videos to images to featured snippets and beyond.<\/p>\n
<\/p>\n
To better understand whole-SERP SEO, let\u2019s start with an analogy between western medicine and holistic medicine. Western medicine tends to treat the physical symptoms of a specific area in the body. Holistic medicine, on the other hand, looks at the whole body and mind for answers to find the root cause of the symptom.<\/p>\n
In SEO, some focus solely on ranking among the \u201cblue links.\u201d Others optimize for the entire search engine results page (SERP). The latter is a holistic strategy that will keep the health of your SEO program strong for years to come.<\/p>\n
Google makes more than 3,000<\/a> updates to search per year. Its search engine results are constantly evolving. Focusing on a whole-SERP SEO strategy helps you to remain relevant for the keywords you are targeting.<\/p>\n There are many SERP feature combinations (you can view common features here<\/a>), each of which provides an opportunity to rank. Of course, which SERP features appear depends on the keyword itself and what Google thinks is most appropriate for that user\u2019s query.<\/p>\n For example, a search query of \u201chow to get rid of moths\u201d returns the following SERP features:<\/p>\n Each of these areas presents an opportunity to show up.<\/p>\n While Backlinko research has shown that the top result gets the most clicks<\/a> in terms of blue links, other research<\/a> shows another phenomenon. A desktop user will scan the results from the top left and down to find the result they want to click.<\/p>\n What that means is that searchers are sizing up the results themselves before selecting.<\/p>\n But being \u201cabove the fold\u201d may still have its benefits. Backlinko research found that 75% of all clicks went to the top three positions. And that could indicate those results that show above the fold (without scrolling).<\/p>\n We know that Google Search continuously evolves to better serve the user. And that\u2019s resulted in features that answer a query right in the SERP. When it does this, a user does not click through in many cases.<\/p>\n This \u201czero-click\u201d phenomenon has caused some concern among website publishers. Luckily, there are ways to remain relevant in these scenarios and still get clicks. Optimizing for many SERP features can help websites survive in a \u201czero click\u201d world<\/a>.<\/p>\n Now that we\u2019ve explored why whole-SERP visibility is key let\u2019s talk about how to approach it.<\/p>\n Through its Universal Search technique, Google pulls data into the main search results from different vertical search engines and databases.<\/p>\n For example, YouTube is a separate video search engine, but you\u2019ll find YouTube videos in the Google SERPs. That means you\u2019ll need to think about creating content specifically for that engine but optimizing it for the Google SERP.<\/p>\n Then, of course, you have Google\u2019s Knowledge Graph, which powers the \u201cknowledge panel\u201d results in the SERP, among other features.<\/p>\n Each of these features and verticals presents an opportunity to show up on the SERP. It\u2019s our job to reverse engineer how to optimize for them.<\/p>\n Assuming you know the keywords you are targeting already (if you don\u2019t, this post on SEO for beginners<\/a> can help), it\u2019s time to start analyzing which SERP features show up for your keywords. This will drive the next steps in your SEO strategy.<\/p>\n For example, if videos show up in the SERP for your keywords, create videos on YouTube for those queries. YouTube SEO<\/a> will be helpful.<\/p>\n Or, if images show up on the SERP for your keywords, don\u2019t forget image optimization<\/a>.<\/p>\n Above all, master the content that you want to compete in the search vertical or otherwise. Find out what your competition is doing and do better in terms of the actual content and the optimization.<\/p>\n It is speculated that Google\u2019s RankBrain takes into account the user experience<\/a> when it helps determine relevance and rankings.<\/p>\n So, if a person clicks through to your content and then quickly clicks back to the search results, it could indicate they didn\u2019t find what they were looking for. And this could impact future rankings.<\/p>\n For the organic blue-link results, our SEO checklist<\/a> will help you optimize webpages. And if your site\u2019s on WordPress, you can use our WordPress SEO plugin<\/a> to help indicate how to optimize your content as well or better than the top results.<\/p>\n To remain relevant, websites must evolve their SEO strategy from just eyeing the organic blue links to targeting the whole SERP. This will help you remain competitive as Google continues to evolve its results.<\/p>\n This post just scratches the surface of what a strong SEO strategy can do. If you would like to discuss how to make your website more successful, <\/em><\/strong>contact us for a free consultation<\/em><\/strong><\/a>.<\/em><\/strong><\/p>\n The battle for online visibility is fierce, and it’s essential to utilize every tool in your SEO arsenal to stay ahead. One such potent tool is the Whole-SERP (Search Engine Results Page) SEO strategy, which takes a holistic approach to optimize your online presence across various search engine elements. Let\u2019s dive into the intricacies of effectively implementing a whole-SERP SEO strategy, ensuring your website shines on search engine results pages.<\/p>\n Understanding Whole-SERP SEO Strategy<\/strong><\/p>\n Whole-SERP SEO strategy is a multifaceted approach that goes beyond traditional SEO tactics. It involves optimizing your website and various elements that appear on search engine results pages, such as featured snippets, knowledge graphs, and local listings. To effectively implement this strategy, start by conducting a comprehensive audit of your current SEO efforts and identifying opportunities for improvement.<\/p>\n Keyword Research and Content Optimization<\/strong><\/p>\n One crucial aspect of Whole-SERP SEO is keyword research. Identify target keywords that are relevant to your business and have the potential to appear in different SERP elements. Create high-quality, informative content around these keywords to increase your chances of ranking in organic search results and featured snippets and knowledge graphs.<\/p>\n Leverage Rich Snippets and Structured Data<\/strong><\/p>\n Consider implementing structured data markup on your website to stand out in the SERPs. This enables search engines to understand your content better and present it more visually appealingly. Rich snippets, like star ratings and product details, can significantly enhance your visibility and click-through rates.<\/p>\n Local SEO Optimization<\/strong><\/p>\n For businesses with a physical presence, optimizing for local search is paramount. Ensure your business information is accurate and up-to-date on platforms like Google My Business. Encourage reviews and engage with your local community online to improve your local search rankings.<\/p>\n Constant Monitoring and Adaptation<\/strong><\/p>\n Whole-SERP SEO strategy is not a set-it-and-forget-it approach. Regularly monitor your performance in various SERP elements and adapt your strategy accordingly. Stay updated with search engine algorithm changes and industry trends to remain competitive.<\/p>\n Mastering the art of Whole-SERP SEO strategy requires a deep understanding of SEO principles and a willingness to adapt to the ever-changing digital landscape. By optimizing your website, content, and online presence comprehensively, you can maximize your visibility and drive organic traffic, ultimately leading to greater online success.<\/p>\n Step-by-Step Procedure to Implement Whole-SERP SEO Strategy:<\/strong><\/p>\n A whole-SERP SEO strategy analyzes the features that show up most in the search results for target keywords and then optimizes for them. Features can be anything from videos to images to featured snippets and beyond. To better understand whole-SERP SEO, let\u2019s start with an analogy between western medicine and holistic medicine. Western medicine tends […]<\/p>\n","protected":false},"author":35,"featured_media":84435,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[4],"tags":[1850,1851,1232,1572,1849],"acf":[],"yoast_head":"![\"Google](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/09\/serp-features-labeled.png\")
\nGoogle SERP results and individual features shown for \u201chow to get rid of moths\u201d<\/em><\/p>\n![\"SERP](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/09\/SERP-eye-tracking-e1599764090109.png\"){kind=tracking}
\nScreenshot from a 2015 eye-tracking study on Google SERPs<\/em><\/p>\n<\/a>Useful Tips on Optimizing for the Entire SERP<\/h2>\n
1. Know Universal Search and Search Verticals<\/h3>\n
![\"Google](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/09\/google-knowledge-panel.png\")
\nGoogle SERP showing the knowledge panel results for Sundar Pichai<\/em><\/p>\n2. Analyze Keywords and SERPs<\/h3>\n
![\"Google](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/09\/image-search-results-example-e1599764688437.png\")
\nGoogle SERP showing image search results for \u201ccute puppies\u201d<\/em><\/p>\n![\"Example](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/09\/webpage-example-image-search-result.png\")
\nA webpage that ranks in the Google SERP for \u201ccute puppies\u201d because of image search<\/em><\/p>\n3. Make Your Content Better<\/h3>\n
<\/a>FAQ: How can I effectively implement a Whole-SERP SEO strategy?<\/h3>\n
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