How to Adjust SEO Strategy to Google’s New SERP ad Layout

It has been quite some time since Google changed its SERP ad design. Advertisements on the right-hand side of Search Engine Result Pages got removed, thus giving birth to a vertical layout. Users have got used to shifting their viewing preferences from ‘F’ pattern to vertical scrolling, thus making right-hand side advertisements quite unnecessary.

As the result, users are scanning through SERPs at a lightning speed, spending almost 8 to 9 seconds on an average. The figures are quite less compared to the 14-to-15 seconds time frame spent earlier.

Reasons for the Change

The brand new SERP ad layout is nothing but Google’s increasing gravitation towards mobile-based search. Right –hand side advertisements were completely invisible in mobile searches, and hence, the company took this decision.

While there are enough reasons for SEO professionals to worry about the aftermath of the change, organic search marketers will not have to deal with severe issues. However, paid search marketers will have reasons to be tensed about in this context.

Although it is impossible for search marketers to change the entire layout of SERPs yet again, it will be much easier to develop and create a strong SEO strategy. Here are some of the top tips to do that.

Research for Keywords

Keyword research and optimization happens to be an integral part of almost every SEO endeavor. With significant transformations in the SERP layout and the opportunity of listing as many as four ads prior to organic search results, strategic keyword placement and research have become increasingly important.

• Choice of keywords: While choosing keywords, make sure you search every single term, thus finding out your SERP layouts worth competing within. Give more priority to keywords having fewer ads in the area at the top of SERP and organic search results.
• Review: After keyword selection, it will be time for you to review them. Check the effect of SERP layout on organic search results, and plan strategies accordingly.
• Targeting Search Results: SERP layouts also have other results such as images, videos, or featured snippets for you to target.

Local Search

As the number of ads showing up at the top of the page is constantly increasing, the local 3-pack search is taking a backseat and continuously going down the SERPs. As the result, organic searches are also getting pushed below the fold.

Therefore, it becomes imperative for local Businesses to have a strong SEO strategy in place. Even if you don’t have the necessary resources to win the ranking game, you must be on a site that can help.

Content Strategy

Every business has their respective content strategy. If you are one of them, it is high time to rethink and reevaluate your content marketing strategy. Review both long-tail as well as short-tail keywords, and plan content strategies accordingly.

With these aspects in mind, you will surely achieve success in developing the right SEO strategy.