Refine your content marketing tactics to benefit from enhanced search engine display
Columnist Thomas Stern discusses how content marketing performance can fall short if SERP features aren't considered.
Content marketing has become commonplace for marketers today. For those who need guidance, there are numerous handbooks and step-by-step resources that teach the best ways to understand who we’re marketing to and what their needs are.
Most content marketing guides can explain the principles of optimization, as well as the critical role that search engines play in generating content visibility. What the guides fail to address are the many features or types of search results that exist and how they impact the visibility of content that is produced.
These enhancements — special methods of display tailored to match the type of content being shown — encompass a wide range of SERP features, including:
- Knowledge Graph;
- local pack;
- site links; and
- Featured Snippets.
In this article, I’ll focus on Google and use Google-specific terminology, though Bing has unique methods of displaying information as well. Let’s explore the most effective ways Google enhances its search results and look at examples of keywords and content types that both generate and populate them.