How to combat Google’s new SERP’s layout with content marketing

Soooo… Google’s dumped 5.5% of organic first page listings. The first page does have 10 listings majority of the time, but not as often as it used to. Here’s how to combat Google’s new SERP’s layout with content marketing.

We’re used to seeing the first 10 results on search as being a combination of organic and paid traffic with organic having the greater worth because:

a) Cost:

It doesn’t cost you anything to get an organic search result through content marketing, apart from the time it takes to write, research and put some SEO smarts in. Or the cost of outsourcing bundled SEO optimised content (talk to me!) Combat Google’s SERP’s with content marketing as an essential tool.

b) Trust:

Organic search based on keyword enquiry builds greater trust and credibility. Content marketing is the best way to build trust and authority with your audience and customer base. Create the answers to the questions they have and meet your customer where they need your expertise.

c) Conversion:

The 14.6% close rate that SEO driven content marketing generates compared to the rate of 1.7% that outbound leads convert creates a pretty cost-effective way for companies to generate closing deals.

And the introduction of rich snippets in SERPS means that you need an even more compelling reason for people to click through to your site. When they search using keyword enquiry – they can find what they are looking for in the rich snippet, which means a drop in click-through directly to your landing page but greater opportunity to showcase your brand through thought leadership articles and blog posts.

So how do we combat Google’s new SERP’s layout with content marketing?

Provide answers to people’s problems and write content with rich snippets in mind

According to Comm Score, 50% of total searches will be taken through voice search so make sure your thinking of the way someone would ‘Ask Google’ when creating your content.

Keep writing authentic, interesting content. Meet people in their search journey. People will always trust organic search results over an ad.

Remember to tap into your customer data to keep all content consumer-focused and continue to tell stories, try not to push product unless it’s contextually relevant.

Have a chat and I can help you win and get noticed in the new SERP world with relevant content marketing solutions!

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