What Is a Whole-SERP SEO Strategy?

A whole-SERP SEO strategy analyzes the features that show up most in the search results for target keywords and then optimizes for them. Features can be anything from videos to images to featured snippets and beyond.

To better understand whole-SERP SEO, let’s start with an analogy between western medicine and holistic medicine. Western medicine tends to treat the physical symptoms of a specific area in the body. Holistic medicine, on the other hand, looks at the whole body and mind for answers to find the root cause of the symptom.

In SEO, some focus solely on ranking among the “blue links.” Others optimize for the entire search engine results page (SERP). The latter is a holistic strategy that will keep the health of your SEO program strong for years to come.

• Why optimize for the whole SERP?
• Useful Tips on Optimizing for the Entire SERP
• FAQ: How can I effectively implement a Whole-SERP SEO strategy?

Why Optimize for the Whole SERP?

Google makes more than 3,000 updates to search per year. Its search engine results are constantly evolving. Focusing on a whole-SERP SEO strategy helps you to remain relevant for the keywords you are targeting.

There are many SERP feature combinations (you can view common features here), each of which provides an opportunity to rank. Of course, which SERP features appear depends on the keyword itself and what Google thinks is most appropriate for that user’s query.

For example, a search query of “how to get rid of moths” returns the following SERP features:

Google SERP results and individual features shown for “how to get rid of moths”

Each of these areas presents an opportunity to show up.

While Backlinko research has shown that the top result gets the most clicks in terms of blue links, other research shows another phenomenon. A desktop user will scan the results from the top left and down to find the result they want to click.

Screenshot from a 2015 eye-tracking study on Google SERPs

What that means is that searchers are sizing up the results themselves before selecting.

But being “above the fold” may still have its benefits. Backlinko research found that 75% of all clicks went to the top three positions. And that could indicate those results that show above the fold (without scrolling).

We know that Google Search continuously evolves to better serve the user. And that’s resulted in features that answer a query right in the SERP. When it does this, a user does not click through in many cases.

This “zero-click” phenomenon has caused some concern among website publishers. Luckily, there are ways to remain relevant in these scenarios and still get clicks. Optimizing for many SERP features can help websites survive in a “zero click” world.

Useful Tips on Optimizing for the Entire SERP

Now that we’ve explored why whole-SERP visibility is key let’s talk about how to approach it.

1. Know Universal Search and Search Verticals

Through its Universal Search technique, Google pulls data into the main search results from different vertical search engines and databases.

For example, YouTube is a separate video search engine, but you’ll find YouTube videos in the Google SERPs. That means you’ll need to think about creating content specifically for that engine but optimizing it for the Google SERP.

Then, of course, you have Google’s Knowledge Graph, which powers the “knowledge panel” results in the SERP, among other features.

Google SERP showing the knowledge panel results for Sundar Pichai

Each of these features and verticals presents an opportunity to show up on the SERP. It’s our job to reverse engineer how to optimize for them.

2. Analyze Keywords and SERPs

Assuming you know the keywords you are targeting already (if you don’t, this post on SEO for beginners can help), it’s time to start analyzing which SERP features show up for your keywords. This will drive the next steps in your SEO strategy.

For example, if videos show up in the SERP for your keywords, create videos on YouTube for those queries. YouTube SEO will be helpful.

Or, if images show up on the SERP for your keywords, don’t forget image optimization.

Google SERP showing image search results for “cute puppies”

A webpage that ranks in the Google SERP for “cute puppies” because of image search

3. Make Your Content Better

Above all, master the content that you want to compete in the search vertical or otherwise. Find out what your competition is doing and do better in terms of the actual content and the optimization.

It is speculated that Google’s RankBrain takes into account the user experience when it helps determine relevance and rankings.

So, if a person clicks through to your content and then quickly clicks back to the search results, it could indicate they didn’t find what they were looking for. And this could impact future rankings.

For the organic blue-link results, our SEO checklist will help you optimize webpages. And if your site’s on WordPress, you can use our WordPress SEO plugin to help indicate how to optimize your content as well or better than the top results.

To remain relevant, websites must evolve their SEO strategy from just eyeing the organic blue links to targeting the whole SERP. This will help you remain competitive as Google continues to evolve its results.

This post just scratches the surface of what a strong SEO strategy can do. If you would like to discuss how to make your website more successful, contact us for a free consultation.

FAQ: How can I effectively implement a Whole-SERP SEO strategy?

The battle for online visibility is fierce, and it’s essential to utilize every tool in your SEO arsenal to stay ahead. One such potent tool is the Whole-SERP (Search Engine Results Page) SEO strategy, which takes a holistic approach to optimize your online presence across various search engine elements. Let’s dive into the intricacies of effectively implementing a whole-SERP SEO strategy, ensuring your website shines on search engine results pages.

Understanding Whole-SERP SEO Strategy

Whole-SERP SEO strategy is a multifaceted approach that goes beyond traditional SEO tactics. It involves optimizing your website and various elements that appear on search engine results pages, such as featured snippets, knowledge graphs, and local listings. To effectively implement this strategy, start by conducting a comprehensive audit of your current SEO efforts and identifying opportunities for improvement.

Keyword Research and Content Optimization

One crucial aspect of Whole-SERP SEO is keyword research. Identify target keywords that are relevant to your business and have the potential to appear in different SERP elements. Create high-quality, informative content around these keywords to increase your chances of ranking in organic search results and featured snippets and knowledge graphs.

Leverage Rich Snippets and Structured Data

Consider implementing structured data markup on your website to stand out in the SERPs. This enables search engines to understand your content better and present it more visually appealingly. Rich snippets, like star ratings and product details, can significantly enhance your visibility and click-through rates.

Local SEO Optimization

For businesses with a physical presence, optimizing for local search is paramount. Ensure your business information is accurate and up-to-date on platforms like Google My Business. Encourage reviews and engage with your local community online to improve your local search rankings.

Constant Monitoring and Adaptation

Whole-SERP SEO strategy is not a set-it-and-forget-it approach. Regularly monitor your performance in various SERP elements and adapt your strategy accordingly. Stay updated with search engine algorithm changes and industry trends to remain competitive.

Mastering the art of Whole-SERP SEO strategy requires a deep understanding of SEO principles and a willingness to adapt to the ever-changing digital landscape. By optimizing your website, content, and online presence comprehensively, you can maximize your visibility and drive organic traffic, ultimately leading to greater online success.

Step-by-Step Procedure to Implement Whole-SERP SEO Strategy:

1. Conduct a thorough audit of your current SEO efforts.
2. Identify target keywords with Whole-SERP potential.
3. Create high-quality, keyword-optimized content.
4. Implement structured data markup on your website.
5. Leverage rich snippets to enhance visibility.
6. Optimize your Google My Business listing for local SEO.
7. Encourage and engage with online reviews and the local community.
8. Regularly monitor your performance in various SERP elements.
9. Adapt your strategy based on performance data and industry trends.
10. Stay updated with search engine algorithm changes.
11. Continuously improve and expand your content.
12. Use A/B testing to optimize click-through rates.
13. Build high-quality backlinks to boost authority.
14. Optimize images and multimedia elements for search engines.
15. Consider creating video content for Google’s video carousel.
16. Implement social media strategies to enhance your online presence.
17. Analyze competitor strategies and learn from them.
18. Invest in technical SEO to improve website performance.
19. Collaborate with industry influencers for greater visibility.
20. Regularly review and refine your Whole-SERP SEO strategy for long-term success.

Bruce Clay is founder and president of Bruce Clay Inc., a global digital marketing firm providing search engine optimization, pay-per-click, social media marketing, SEO-friendly web architecture, and SEO tools and education. Connect with him on LinkedIn or through the BruceClay.com website.

See Bruce's author page for links to connect on social media.