Search engine optimization is crucial for companies that are trying to become as well known as possible online. In the field of search engine optimization, owning an entire search engine result page (SERP) for a particular keyword is considered to be the “holy grail” of marketing that can channel a great deal of traffic to your business. This type of keyword ownership requires dedication to achieve, but it is quite possible for an organization to own their SERP, in both a branded and non-branded fashion.
Local And Google+ Page Optimization
Hiren Ponkia at the Search Engine Journal suggests that businesses focus on increasing local citations, where their name, address, or phone number is mentioned on a page, as well as creating a page for each of their locations and guest blogging.
Google+ optimization is also integral to SERP ownership. Google+ reviews in particular are showing up more often, as are listings in Google+ Local, the five-point scoring system that allows users to read and leave their own recommendations and photos of businesses. Another important aspect of SEO that will help you own your SERP is a branded PPC campaign with AdWords. Keep your choice of keywords selective to prevent excessive costs from these campaigns.
Non-Branded Vs. Branded SERP Ownership
Branded SERP keyword ownership refers to having ownership of SERPs with your company name, while non-branded SERP ownership is when you are competing with other businesses online jockeying for position in similar keywords. Non-branded SERP ownership is considered to be more difficult, but also more valuable. To increase non-branded SERP ownership, George Konstantopoulos of Web SEO Analytics advises identifying non-branded keywords that your company wants to target and then including these keywords in your title and meta-tags. Reviews on web sites such as DealerRater and Yelp are also excellent for non-branded SERP ownership, because they naturally build links and mention non-branded keywords.
Attaining SERP keyword ownership is a lofty goal for SEO campaigns, but it is possible with the right approach. Conduct keyword research, beef up your Google+ presence, and change your page tagging to accomplish your SERP goals. Owning non-branded SERP is considered by experts today to be the “holy grail” of search marketing that will drive up your site visits and your sales.