How to Interpret Google Search Results

Tips to Get to the Top of Google Search Results

Google SERPs, also called search engine results pages, display data based on hundreds of factors. Only Google knows for sure which factors are most important for ranking at the top of search results. However, as prior blogs pointed out, user experience is a critical ranking factor for your Google Business Profile, website and overall online presence. 

When reviewing search results for your area, it is important to understand how to interpret the data. If you can successfully interpret the data, it makes it much easier to outrank your competition over time. When it comes to SERPs, you want to place your business in the same places as your competition. 

Here are some important data points to focus on.

1. Your Aggregate Review Score. When pulling up Google’s Map Pack results, look for local competitors who have more reviews and a higher aggregate score. You should not put all of your focus on competitors who are very far ahead of your business. For instance, if you had five reviews at 5.0, it would not make sense to put a huge amount of focus on a competitor with 100 reviews at 4.9. Chances are, it will take a very long time to catch up. You should still try, but keep in mind it will take some time. While you focus on bringing up your review score, see which other competitors are closer to your number of reviews and aggregate score. Try to beat those competitors first. If you manage to obtain a higher score, Google will look more favorably upon your business when serving up results.
2. Local Service Ads. Google’s Local Service Ads are a pay-by-lead service that is available in certain locations for specific types of businesses. You should determine if your services are eligible. In addition, see if you have any competitors running these ads, which appear at the very top of the SERPs and generally have a green checkmark.
3. PPC Search Ads. It is highly likely you have competitors running Search Ads. You probably also have competitors running other types of ads, like Display Ads. More on that later. Search Ads are among the most common types, and appear in the SERPs below Local Service Ads. You may notice the word “sponsored” next to these ads. Determine which competitors have these ads and figure out what you need to do to take their place in the SERPs. Certain types of analytical software can help. Semrush is an example.
4. Organic Results. You should have an idea of who is coming up in the organic search results below Google’s Map Pack. In many cases, these websites have older domains and lots of content. Older domains tend to rank well for several reasons. First, they have had more time to showcase a domain and business brand. Older domains tend to have more backlinks and content, which help with the organic results. Additionally, these businesses also tend to have older Google Business Profiles, which can also help visibility. It is important to determine who is coming up in the organic results and what they are doing to obtain such favorable placement. For example, consider checking out the metatags that appear on the SERPs for each search result.
5. Google Business Profile Composition. Your Google Business Profile should be consistent with information on your website and elsewhere. For instance, if your website mentions you are a personal injury attorney, then consider setting your primary category on Google Business Profile to personal injury attorney. Google is looking for consistency. Businesses with consistent information tend to offer a better user experience. Make sure your profile is filled out with photos and helpful information on your services. For an attorney, any practice areas on your website should also appear on Google Business Profile and other business listings.
6. Other Business Listings. For certain types of professions, it is common to see business listings hogging the top spots for organic search results. Avvo, SuperLawyers, Forbes, Lawyers.com and Expertise are some of the most common examples. Take note of these listings. Does your business have a profile on the listings that appear in the SERPs? If not, check out the specific listing and see if it makes sense to add your business.
7. People Also Ask Section. SERPs can also give you ideas for content. One example is the “People Also Ask” section, which contains questions that sometimes make good and relevant blog topics.

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Future blogs will go into more detail on how to make use of the information listed above. TriLux Digital can help you make sense of the SERPs and your overall competition. Contact us for a free consultation.