There are three sections to a SERP or a Search Engine Results Page:1 – AdWords Paid Advertising2 – The Local Snippet3 – Organic Search ResultsIt's all served up in response to a question or a query.When someone performs a Google search, Google then has the difficult task of trying to provide not only the most relevant information, but also the information that is authoritative and trustworthy.Once Google has been asked a question, it needs to find an answer.
That’s the first thing that people miss when it comes to search engine optimization - they forget that it’s really all about having answers to the questions that people search available on a website.Sure, your company might be the authority on the subject, but if it’s not on your website, chances are slim that you’d be served up as a solution to the query.But not all queries are the same:Think of How Drastically Different Your Intent Would Be if You Searched Each of These Queries:
Whoever searched that first query is probably looking to do SEO themselves, the second searcher wants it done for them, and the third might represent an SEO firm looking for better solutions for clients.Intent behind queries matter, and if you’d like to determine the meaning of SEO, it would be a good idea to think hard about questions, intent, and solutions.Don’t try to trick Google.Over the last 15 year, search engine optimization has changed quite a bit. Google’s number one pursuit is to ensure that the search customer has relevant results and is connected to the most authoritative or trustworthy solution. But how can Google tell that?For years, SEO was all about stuffing keywords into your content, getting low-quality backlinks, and trying to manipulate Google into serving up your website as a solution to a query.SEO has come a long way now that Google has machine learning and artificial intelligence to continue to vet their search engine results page candidates.SEO is all about creating highly valuable and relevant content and becoming authoritative around the subject matter.