SERP. If you are like a lot of my clients, you are thinking, “What is that again?”
While SERP officially stands for “search engine results page,” what we are concerned with here is where you rank in search results. And of course you can buy ads, but most people want to show up well in organic search results whenever possible because better rankings get you more traffic, which gets you more leads and clients. And that is your ultimate goal – to have a healthy number of people contacting you who are interested in working with you so that you get all booked up.
Most small businesses want this! If you aren’t getting decent rankings or traffic, your website isn’t really working for you.
Where Are Things Now with your SERP Rank?
First, let’s see where things are now! Please note that just doing a search in Google is not the best way to tell, especially if you are logged in to your browser. Search results are personalized so that not everyone sees exactly the same thing and you want to get an idea how results are showing to your prospective clients.
Assuming you already have Google Analytics set up & you linked it to Webmaster Tools, which is now called Search Console, go to Acquisition > SEO > Queries.
Here is an example. Happily, this client is in the top 1-3 positions for several of her most important keyword phrases (see the red stars in this image). This was not luck! We worked hard for this.
Your turn . . .
- How do things look for you? Do your top queries surprise you? Are there other keywords you want to see here? Maybe some re-writing is needed on your website.
- Are you in the top 5 for your important keyword phrases? If not, you definitely have some work to do. Most people click on the first few results. The top 5 results get 76% of the traffic and traffic drops by 95% if you aren’t in the top 10 results.
- Then of course, clicks matter too. If you are ranking well, but not getting a good percentage of clicks, it is time to re-work your titles & meta descriptions.
Want some help with this? Ask a question here.
P.S. Relatedly, you might be interested to learn more about your traffic & engagement here.