Do you know why Google changed the lay-out of SERPs, removed ads on the right side and reduced the number of displayed ads? An eye-mapping study conducted last year showed that people who have previously viewed search results in an “F” pattern are now doing it vertically and skipping the right side. The study also revealed that viewers or searchers are scanning pages from 14-15 seconds before and are averaging to only 8-9 seconds now. The change in the lay-out has also something to do with Google’s gravitation as a mobile search engine as ads on the right side of the page are not visible on mobile devices.

Since the lay-out can’t be changed, maintaining a solid SEO strategy is the only defense we can do to stay on the SERPs organically. Below are some of the tips that we can do to adapt and maintain our presence in the “Holy Grail’ of organic rankings:

Keyword Research

Because of the ever-changing lay-out (we don’t know when Google will announce another update on this) and the presence of the first 4 ads showing on top of the SERPs, doing a strategic keyword research is even more important.

Consider selecting target keywords that have fewer ads on top and check if you can also target SERP pages where results include videos, snippets or images.

Local SEO

With the new lay-out where SERPs also show three (3) Google Places results (called 3-pack), it is important more than ever to build a very strong local SEO. Include reviews on your Google business pages as this ranks your local page higher. Setting up your NAP on authoritative directories to get into the local 3-pack is equally important as it would be difficult for your competitors to remove or outrank you if your business is fully and widely established locally.

Content Optimization

The use of long tail keywords should be part of your strategy as most of the SERPs of these long-tail keywords remain ad-free. Product-related terms and e-commerce terms also appear to be ad clutter-free and therefore organic SEO-friendly so look for opportunities in these.

For those that are still using short-tail keywords, don’t get stressed! If it so happens that your listing is outranked by a video or image result(s), consider embedding a video on your blog or optimizing your blog images and never forget to build a solid local SEO foundation through other strategies mentioned above.

Don’t get discouraged with the changes that Google are implementing on their lay-out, algorithms and all. The key is to adapt to the changes, incorporate new strategies if need be and continue to evolve to the world of mobile.

Need an SEO company that incorporates strategies that could get your Orange County business to the organic SERPs? Call us at (949) 800-6990 and let us get you there!

Sources:

How to adjust SEO strategy to Google’s new SERP ad layout, searchengineland.com

How Do You Google? New Eye Tracking Study Reveals Huge Changes, forbes.com