Posted by Dan Malachowski, Product Marketing Manager (Search and Perf. Media)
The search engine results page (SERP) is evolving before our eyes. Most importantly, the SERP is continually becoming more relevant to consumers—its content is more integrated, social, mobile/local and personal. Advancements in usability and relevancy that are driving these SERP changes can be grouped into three content categories:
- Paid Content-paid search ads
- Owned Content-native website, video, social, local and blog content
- Earned Content-user-generated content (UGC) like YouTube videos, tweets and consumer reviews
Performics has reviewed and weighed in on many of the influences that are either already changing the face of the SERP – or will change the SERP within the next couple years. As brands implement SERP domination strategies, it is important to consider these eight key trends:
1. Embedded Rich Media
Image and video search results increase user engagement. For instance, a Performics’ electronics retailer client using Yahoo! Rich Ads in Search (RAIS) saw a 774% clickthrough rate increase (CTR) and a 504% increase in conversions over traditional paid search ads. We believe that the SERP will continually incorporate more rich media—video paid search ads, product ads with images, more video natural search results, and more image natural search results. Going forward, brands must leverage all their rich media assets in paid and owned SERP listings.
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