It’s no secret that Google is in a constant state of change. The “ten blue links” that used to comprise a search engine results page (SERP) are diminishing in importance, and new features are becoming more essential with every passing month. From image results and local packs to site links and knowledge panels, Google is reshaping search marketing.
Clearly, focusing only on your website is no longer effective. Ranking higher than your competitor in Google’s organic rankings is less meaningful if that competitor is displayed in, say, an answer box. The current name of the SEO game is acquiring as much page real estate on the SERPs as possible.
For example, a best-case scenario for search would be to do well in AdWords results, land a featured snippet, get a spot in a local pack and rank high in the organic listings. It also helps to have a presence in the Knowledge Graph and be seen in video snippets, images and news feeds that show up on Google.
To really create a competitive edge in this changing SEO landscape, don’t hesitate to get a little help from some friends — and by friends, I mean tools that help you leverage SERP features.
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