Solution No. 2: Improve Your Local SEO
Paid ads and organic listings shouldn’t be your only targets. For buyer-intent search queries, Google usually returns a map with local business listings right below the paid ad placements. These listings may contain website links, clickable driving directions, store hours, phone numbers, addresses and links to reviews. To make your website eligible for these rankings, just start a Google My Business page and ensure your information is accurate.
These local SEO listings are vitally important given the rise of smartphones. Earlier in this post, I mentioned how more people are using mobile devices over desktops to search Google. People are more likely to search via smartphone while sitting at their desks, hanging out with friends, riding the bus, running errands or using the restroom. Taking advantage of mobile SEO can literally put you on the map for potential customers you would have otherwise missed.
In addition to starting a Google My Business page, you should also create business profiles in popular directory sites such as Yelp or Angie’s List. Consider launching Facebook and Google+ pages. All of these profiles can help you recover lost ground from diminished organic rankings.
Solution No. 3: Create Non-Buyer Content
The organic SEO game is still alive and well for marketers with the right kinds of content. Remember when we discussed the homeowner troubleshooting a broken furnace? If you owned a furnace repair company, you could blog about common mechanical problems, seasonal heating issues and occasional DIY tips. You could also post troubleshooting guides for different brands of furnaces. This is exactly the kind of content that Google shows on its ad-free SERPs, and it’s how organic SEO can still help you reach new customers.
If you’re using Google AdWords — or if you’re about to get started — then you can also experiment with different landing page layouts for organic and paid traffic. Purchase-motivated visitors will interact with your website differently than those in search of information. Again, Google Analytics can help you get the most from each type of traffic.
There’s no doubt that organic search results took a hit when Google reconfigured its paid ads layout. Still, organic search results have tremendous value with research-oriented search queries. It’s up to online marketers to audit their websites and social media profiles and think of new ways to connect with potential customers. Given the current trend, it stands to reason that organic search results might be pushed even further down the page, which is why forward-thinking marketers are thinking of how they can pursue both paid and organic traffic.
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