There is no doubt that optimised and catchy content plays key roles in terms of appealing to a specific audience. Unfortunately, failing to take advantage of the tools offered within a search engine results page (SERP) is similar to constructing a billboard behind a large mountain. The best content in the world will fail to produce a return on investment if your marketing strategy does not take advantage of the latest SERP tools offered.
Features to Consider
Although static search results were sufficient a handful of years ago, this is no longer the case. Google has added in some very handy features which can help to boost rankings and increase your visibility. These include:
A local pack (also known as local buzz).
Knowledge graphs located on the right-hand side of the results page.
An embedded Wikipedia page with third-party site links.
So, we can see that each of these additions can have a dramatic impact upon the overall visibility and reputation of the site in question. Also, these metrics are likely to generate a higher number of inbound hits due to such comprehensive levels of exposure.
Implementing These Tools
Standard SEO practices need to be augmented with these cutting-edge strategies. This is particularly the case now that so many users are oriented into the visual spectrum through the use of mobile phones and tablets. Text alone will hardly generate adequate interest and in some cases, those performing the search may choose a company which has incorporated such displays over your brand. More targeted keywords, investing in paid media, encouraging strong reviews and appearing within local search results are all key parameters which will help your business rise to the next level in this competitive landscape.