If you use Google regularly you will have noticed that its search results pages have evolved to include information in a variety of different forms.
The bland ‘ten blue links’ format that was once standard is gradually disappearing as search engines try to improve the relevance of the results they return to users.
Rather than just a list of (perhaps) relevant websites, you can now expect your search results to be presented on an information-rich page, with images, local results, video, news and even direct answers to questions appearing alongside the standard web links.
The more pessimistic internet marketers regard this as a bad thing, as fewer websites are listed in the traditional format on the first page of results, which they believe makes it more difficult for companies to be found.
We disagree and instead see the evolving search results pages as offering new opportunities to be found. A number of our clients have benefited from appearing on the first page of Google via a local result, image or video, all of which can generate additional traffic.
To give your business the best chance of being found in search results, you need to optimise your online presence for as many of these formats as possible.
Among the steps you should consider are:
Here at Smart Arts, we have plenty of experience of carrying out this type of optimisation work as part of wider online marketing strategies for clients who range from growing local businesses to companies with an established international presence.