Google SERP: How PPC is Supported by Google Maps and Organic Links

February 28, 2022 | SEO

When it comes to SEO marketing, webmasters often invest a lot of time and money to rank their website higher on Google’s Search Engine Results Page (SERP). Search Engine Optimization or SEO is the practice of optimizing web pages so they will rank higher in search engine results than pages that do not follow such practices. 

A successful optimization increases the likelihood of attracting visitors from organic (non-paid) search engine results. In 2021, Google covers 86.6% of the search engine market. Typically, Google’s algorithm will process around 3.5 billion searches per day. 70% of marketing experts agree that SEO yields better results than PPC.

Each section of a SERP plays significance within the individual pieces of the ranking algorithm.

  1. Title: This displays as your title tag on your website. It may include a few lines of text after the H1 depending on how many characters you have available for your chosen keywords/phrases. This section also includes the page URL, especially if it’s been shortened from bit.ly or another source using symbols, such as an underscore (_), to take up less space.
  2. Page Description: While most webmasters don’t use their entire 160-character meta description, they do encourage users to click on their site. If you’re just looking for keywords, this section is still important. This section usually includes a few lines of text at the end that help with relevancy in the results.
  3. URL: In most cases, your page URL won’t factor into your rankings at all. However, when it comes to local SEO and local packs, even if you have location targeting turned off or don’t have a physical address on your site, a shortened version of your website’s URL will show up here in some SERPs.
  4. Sitelinks: These are essentially advertisements embedded within Google’s search engine results pages. They feature relevant keywords from the original organic listing and oftentimes include location data as well.

What is Google SERP Features?

Google SERPs – Search Engine Results Page – is the page you get when you perform a Google search. SERP stands for search engine results page. Google’s homepage will display 10 blue links that lead you to other websites containing information related to your search term/query. More than 200 ranking factors determine your position on Google search results. 67.60% of all the clicks on SERPs go to the first five results on the first page.

These SERPs contain other sites similar to what you’re looking for as well as other sources such as YouTube videos, pictures from Wikipedia or even news articles from various publications across the web. 94% of video carousel results on Google’s first page come from YouTube.

google serps

There are Three Types of SERP Results:

  1. Web search – This is the standard traditional 10 blue links with a map, local pack, and news result if relevant
  2. Image Search – rich image results display in the search results as thumbnails
  3. Video Search – Videos appear as thumbnail images on Google video or as standard videos which you can play within Google’s player

You can apply to have your website show up within these 3 categories by creating compelling content, taking advantage of schema markup, and having a great internal linking structure. How do I know if my site ranks for a phrase? If your site already ranks on page 1 there are several tools that you can use to check where your website sits for specific keywords.

What Are the Benefits of Using SERPs?

The benefits of using SERPs are plentiful. The most common benefits are:

  • To be found on the web by potential customers who are looking for your products or services
  • To find information about a given topic quickly and efficiently
  • To gain the attention of media outlets and journalists for increased brand awareness

The benefits that can be derived from Google SERPs are countless. However, it is important to note that not all keywords result in a positive ROI. Keywords that drive traffic but don’t convert well should not be included in your SEM strategy unless you have additional online marketing initiatives which can increase conversion rates.

How Can They Be Used?

SERPs often contain links to external websites, which means they can be used as an entry page to various websites. As user behavior has changed over time so have the ways people use SERP features. These days it is not rare to see people using search engines simply to gain access to images, videos, or even tools. This makes SERPs versatile in terms of their functions.

How Can PPC, Google Maps, and Organic Links Affect Traffic on My Site?

Organic links, as well as PPC and Google map links, are valuable for driving traffic. However, the value of organic links (provided that they are from high-quality sites) is greater than that of paid advertisements or maps because it aims at getting people to your website rather than attracting brand awareness. Quality backlinks can increase your domain authority and help you rank higher in search engine results pages (SERPs).

Google SERP features such as images and video can also be used as tools and drivers of traffic. For instance- many websites use images as a way to provide information about what’s on their site by using thumbnails that link to the main page. The same happens with videos; they often contain subtitles which can serve as an

How Are They Useful to SEO?

SERPs are useful to SEO because they contain links. Links, when placed strategically around a site can be used to increase its visibility in search engines. The more visible a website is in SERPs the greater the number of people who will visit it. Visibility is of course closely related to rankings which are of great concern to SEOs.

How Might They Affect SEO?

It depends on what’s being ranked! A list or collection of websites that someone has compiled may appear in the form of lists, collections, or even images. If this list ranks for certain keywords it could affect traffic levels gained from those queries, especially if they are long-tail keywords. To get the best possible results one should try and rank for more generic rather than specific ones where possible.

What is PPC?

PPC is Pay Per Click, which means if someone clicks on the ad, they have to pay for it. In Google’s case, there is a defined minimum bid and you can either meet or exceed that level of bids against other advertisers. If you don’t want to be charged per click then your only option is to win the auction by having a better quality score than competitors which involves bidding more upfront and achieving good rankings on ads over time.

What are the Benefits of PPC vs Organic?

PPC has the benefits of being immediate, allowing you to have an ad up within minutes. Because SEO takes much longer, it’s often easier to use PPC because you can see results right away. The downside is that PPC costs money every time someone clicks on your search result.

Organic Search Engine Optimization requires more strategy and planning upfront but once complete, provides long-term results which are free for the site owner. Organic search engine optimization works by ranking higher in natural or unpaid search results.

What are Backlinks?

Backlinks are links from one web page to another web page either on the same domain or a different domain. These links are important for SEO because they help with “SEO metrics”. Backlinks from a different domain are considered “external links”, similar to the idea of an “outbound link”.

What is Google Maps?

Google Maps is used for displaying information about a certain location, such as an address, office building, restaurant, hotel, etc. It features satellite imagery and aerial photographs of locations worldwide including maps based on roads and highways, addresses search, and business directories. Google’s update began to give a ranking boost to businesses close to the searcher in location-specific searches.

What is the Benefit of Google Maps?

Google Maps is beneficial because it allows you to get directions from one place to another using your vehicle or public transportation. You can also include photos and links of the place that you’re inserting into the map. 

This feature allows you to add a contact form for people who want more information but don’t yet know how they can contact you. Nearly one-third of consumers in the U.S. use the internet to search for local businesses every day. 86% of people look up the location of a business on Google Maps.

What Are Organic Links?

Organic links are used to refer to links that appear in the search engine results when a user searches for specific terms. When you type words into Google, Bing, or any other major search engine and click on their link, this is an organic link. Organic traffic can grow up to 106% after updating and republishing old posts.

Organic listings are important because visitors will trust these results more than they trust paid advertisements, which might contain cryptic messages and unclear products. Organic rankings show the quality of your website and business by displaying what you offer and how well it is received by others who have used the site before them.

What are the Benefits of Organic Listings When Compared with PPC Ads?

Organic listings have been said to be free from content restrictions and provide an immediate source of traffic. This can help improve your ranking without having to pay for it, unlike PPC ads which you have to pay each time somebody clicks on one. You also don’t have to worry about ad overload or banner blindness with organic listings because there is no textual advertisement included in the listing itself.

What’s the Difference Between PPC Ads and Organic Listings?

Paid Product Listing Ads (PPLAs) are advertisements that appear at the top of search result pages about specific keywords that may rank in the search engine. These ads are accompanied by a “Sponsored” label, and the searcher can click on these links directly to purchase your product or service, without being required to visit your website.

Organic listings are not advertisements, but instead are results that have been determined by algorithms that analyze thousands of factors to attain ranking power in the search engines. Rankings are based on keywords that the companies use, the amount of time someone stays on their page, and citations (where they rank in other search results).

Which Strategy is Best for SEO Best Practices?

The strategy is best for SEO best practices because it is the original form, and organic results were designed to be on top of paid ads. As a result of this, the original form is the best strategy.

In what way?

In this way because there are many loopholes in Google Maps, having a larger PPLA budget might result in your ad being on the top of search pages. As a result, organic rankings will lift as well because of these loopholes.

What’s more important for clickthrough rate – tailoring to local searchers or showing prominently?

Tailoring to local searchers is more important for click-through rate because if a business does not have a specialized area, it can be difficult to compete with businesses that do specialize and appear higher in the rankings. As a result, tailoring to local searchers is more important than how high you rank in results pages.

What is the Value of Each Industry Type?

Although many industries can benefit from PPLAs (including travel and entertainment), retail and B2B service might get more out of it than others. This is likely because they both include products that need explanation and visualization to convince users to purchase them online.

For e-commerce stores, product images are especially helpful in converting casual visitors into customers because people like to see what they’re buying before committing their time and money to you. On the other hand, businesses such as lawyers or architects might want to spend more time designing ad strategies with maps due to their lack of appealing visuals.

So, with a little bit of testing and analytic research, you can improve the performance of your organic search strategy for targeted keywords. But it’s important to be aware that AdWords isn’t the only option for driving traffic from Google SERPs. There are several other sources including Google Maps or video ads on YouTube.

Revitalize Your Web Presence Through The Digital Intellect

The game of SEO can be effective at driving traffic and attention to your website. The Digital Intellect prides itself on implementing strategies and detailed analyses towards your goals. With the ever-shifting landscape of digital marketing, our mission is to encourage growth with our talented team. If you’re seeking web services to enhance your brand, look no further than The Digital Intellect. Reach out to us today.

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Scham is a Haitian-born Floridian. He graduated from FAU in 2019 with a degree in English. His role at TDI includes visual design, content writing, and management. Outside of TDI, you can find Scham reading, watching films, exploring with photography, and occasionally traveling. Scham's creative passions include writing, b-boying, filmmaking, music, fine art, and comedy.

By Scham Salomon
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