When #1 on Google Isn' Enough - How to Rank Zero
Since we are talking percentages, if organic CTRs decreased, what is getting higher CTRs? If you guessed paid Google ads, you would be halfway correct. The other impact is “no-click” results, which are delivered as quick answers on the Search Engine Results Page (SERP). These featured snippets are linked to the source, but the need to click to get the answer is removed, reinforcing the know-it-all power of authority exercised by Google.
Ultimately, there may be fewer organic clicks, but the visitors are highly engaged, quality leads.
How to Rank #0
There’s a variety of SERP features that command position zero – the knowledge card, recipes, how-to steps, featured snippets, etc. They all have one thing in common; they are all organic results. You cannot buy position zero. To date, there is no way to markup your webpage to be featured.
“Google programmatically determines that a page contains a likely answer to the user's question, and displays the result as a
featured snippet
.
”
This is a clear example of the complexity in Google’s algorithm to analyze in milliseconds what is asked and display the most accurate answer. Users are enthusiastic about getting quick, accurate answers in an easy-to-read (or hear) format. Website owners and content writers are proud to see their information showcased on page one in the coveted position zero.
The drawback is there is no need to click through to a website to get the answer, meaning less website traffic. On the smaller screen of mobile devices these results may be the only result displayed before scrolling.
Although this does affect the volume of organic website visits, a click through on the SERP feature testifies to highly relevant traffic. Ultimately, there may be fewer organic clicks, but the visitors are highly engaged, quality leads.
Location, Location, Location
With “no-click” results on the rise, you might wonder if it will be possible to compete against websites that are backed by million-dollar marketing teams? Or will small businesses be pushed off the search results by paid ads, position zero and other featured results?
These are reasonable concerns, but the organic search algorithm works in ways that levels the playing field. Thankfully, the secret to ranking on page one of Google is not about decoding out the algorithm. It would be impossible to stay current since there are 1,000s of updates a year. Although most are minor adjustments, in 2018 there were 9 confirmed major updates.
“We are constantly evolving these algorithms to improve results – not least because the web itself keeps changing. For instance, in 2017 alone, we ran over 200,000 experiments with trained external Search Evaluators and live user tests, resulting in more than 2,400 updates to Google Search algorithms.” -
Excerpt from “
How Google Fights Disinformation
”
(A white paper presented by Google at the Munich Security Conference 2/16/19)
EAT and Rank High
There is hope. There is a path. There is an answer; but for each business and industry the secret to success varies. Google rarely gives away the passcode, but when the information is shared, it is crystal clear.
“High quality pages and websites need enough E xpertise to be A uthoritative and T rustworthy on their topic.” -
Google Search Quality Evaluator Guidelines, p.21
To succeed on Google, a website must demonstrate expertise through content, have links from other high-ranked pages to prove authoritativeness, and adhere to standards of security to prove to be trustworthy.
10 Principles of EAT
1. Give away your knowledge (but not your secrets)
2. Provide answers to your most commonly asked questions
3. Lead the witness: Question, Answer, Proof, Action
4. Understand intent: Know, Go, Buy, Do
5. Use bullet points and long content
6. Use images and infographics
Did you know?
T
he average Google first page result
contains 1,890 words and at least one image.
7. Share your personality (what’s your story, experience, what makes you get up and go to work)
8. Be the Master of your brand ... Define your business, stand by your name and own your domain
9. Focus on local – what makes you different, how do you connect to your community
10. Check yourself: be accurate, consistent, functional and secure – business hours, NAP ( N
ame, A
ddress, P
hone Number), internal and external links, https (security certificate)
Building and maintaining an online presence is all this, and a bag of chips, a pickle and a drink. It requires a full commitment to monitor performance, interact with posts and comments, stay up-to-date on standards, and process and adapt to all of that information.
Digital marketing resources are often free, very thorough and easily accessible. You could succeed in doing it yourself, if you have the time and resources. If you're short on time or want a consultation to see how to follow these principles, give us a call.
Flypaper is a local digital marketing agency with multiple locations throughout the Southeast.
Services include:
- Comprehensive Online Presence
- Website Design
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- Paid Search Ads
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