How well do you know your audience?
Do you know how they search and where they go online?
Which search trends and keywords should be the focus of your business this year?
By understanding how your customers search in your industry, you can put yourself in the best position to win over your competitors.
On May 4th, I hosted a webinar with Gerald Murphy, Senior Solutions Business Manager at Similarweb.
He shows SERP trends across regions, especially in the US and UK, which can help you make more data-driven decisions.
Here is a summary of the webinar.
To access the entire presentation, complete the form.
Google interface trends you need to know
Understanding how each SERP is changing can help you discover how to best tailor your content to these SERP trends.
In today’s SERPs, different keywords often have different SERP functions.
Therefore, it’s important to make sure you understand the exact SERP features displayed for different keywords.
When creating your strategy, identify the keywords and corresponding SERPs that are important to your business.
[Learn which SERP features you can ignore & which to pay attention to] Access the webinar now →
How to Win in the SERPs
To win in the SERPs, it’s important to understand the role your SERP features play throughout the searcher’s journey in order to be successful.
Three search modes
People searching on search engines typically use the SERPs in the following order:
Phase 1: Find
- Carefully specified query.
- produce precise results.
- The need for result set checking is minimal.
Stage 2: Learning
- Cognitive processing and interpretation are required.
Stage 3: Investigation
- Multiple query iterations.
- over a long period of time.
[Learn how to incorporate the searcher’s journey into your content] Access the webinar now →
SERP Features for Each Industry
We now understand how searchers typically use SERP features during their journey.
It’s time to create your content based on the SERP features displayed for your industry.
Let’s look at the “big three” SERP features for each industry:
- E-commerce: PLA, images, videos.
- Food & Beverage/Grocery: PLA, local, image.
- sporty: Twitter, News, Featured.
- Food and Beverage/Restaurant and Delivery: Local, knowledgeable, relevant.
- Mental Health: Featured, relevant, instant answers.
- Job/Occupation: Work, Featured, Paid.
- Legal/Government: Work, Featured, Twitter.
- Beauty/Cosmetics: Featured, PLA, Video.
- Fashion: PLA, image, paid
- news media: News, Featured Items, Twitter, Apps.
- travel: Flight, hotel, local.
[Learn how to craft content for your SERP features] Access the webinar now →
Keyword difficulty for each industry
For this section, keyword difficulty ranges from 0-100.
It measures the difficulty of ranking in the top 20 results for a selected keyword.
- Easy: 0-20
- little competition.Long tail keywords usually sit here
- Best chance to rank (short-term strategy)
- Medium: 21-80
- As the number increases, the competition becomes more intense
- Need to optimize strategy (medium and long-term strategy)
- Difficulty: 81-100
- Most competition, keywords usually have a lot of search volume
- requires a lot of effort
Keyword Difficulty Summary and Comparison
Similarweb, May 2022[Discover your 2 most important industries to look at] Access the webinar now →
So, as a brand, you shouldn’t just say, for example, let’s advertise product courses globally for all of our shoes — that’s not a good strategy.
You want to make sure you’re analyzing keywords relevant to your audience in a specific market to win.
key takeaways
- SERP capabilities have evolved a lot, especially in recent years.
- Images, related questions, search, and organic internal linking are very common SERP features.
- Find your SERP features.
- Industry insights unlock opportunities.
- News and media is the industry with the most advanced SERP capabilities.
- Instant Answers and Local are more prominent in the US and UK
- Food and groceries are the easiest to rank in the UK versus the US and Canada.
[Slides] SERP trends and popular keyword data by industry
Here is the presentation:
SERP trends and popular keyword data by industry From Search Engine Journal
Join us for our next webinar!
How to Improve Your Organic Growth: Stop Building Links and Start Getting Them
Have you ever been burned by so-called “link building experts” in the past?
In our next webinar on May 11 at 2pm ET, learn about a proven method for creating newsworthy content that delivers great link building results.
Image Source
Featured image: Paulo Bobita/Search Engine Magazine
