If you have already successful SEO program, the constant question is where to look for growth next .
It’s difficult to generalise, but this is the framework I use
0. Rank for more queries in the same query classes
- Informational
- Transactional
1. More clicks from existing rankings (better CTR)
- Increase rankings
- Rich Snippets (aka Rich Results)
- More compelling title and meta description
2. Rank for new query classes
- Informational
- Transactional
3. Geo Expansion
- Geoexpansion
- Country
- Region / City
- New query classes
4. Shelf-space strategy
- Launch new brands to maximise SERP real estate
5. New Google search features
If you are ranking in traditional search results or some specific search vertical.
Consider new SERP placements:
| Google Search Feature | Content Type | Query Type |
|---|---|---|
| Image Search & Image preview | Images | All |
| Video Carousel | Video | All (mostly informational) |
| Local Pack | Google Business Profile | Transactional |
| App Install | App Store Links | Brand |
| Knowledge Panels | Text | Informational |
| People Also Ask | Text | All |
| Related Products | Product page | |
| Shopping Results | Product page | Transactional |
| News / Top Stories | News | |
| Discover | News (very stricly so) | n/a |
| Tweet | ||
| Reviews | ||
| Google For Jobs | Jobs | Transactional |
| FAQs | Text |
Note:
- This isn’t a complete of these
- Most of them require anything from some markup, to a whole SEO sub-discipline e.g. Images
Optimise Google Ads
Google’s increasingly automated approach to matchin, particulary Performance Max often causes:
Test excluding branded traffic.
New search engines
This depeneds on the industry
- Amazon
- eBay
- Spotify
- Etsy
- TikTok
Header image courtesy generated by Chat GPT.
