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SEO SERP chaotic environment in

today’s search engine results page (SERP) from the perspective of online marketing’s point of view more and more confusion. Judging from the relatively stable and predictable era of early search engines, today’s SERPs are not very predictable or stable. In the following article, I will describe:

SERP is becoming increasingly chaotic

behind macroeconomic reasons

how it will change the entire search engine channel

Advanced SEO how to adapt and even improve the value of customer

SERP chaos and do not increase the stability of the reasons for

personalization : Based on many parameters, including cookie set (user profile), IP (user location) and past preferences for specific websites, serp now provides different serp for different users.

Change and shuffle search results: More and more frequently, significant differences in SERPs appear in very short time frames, even a few hours. This reflects the frequency and scale of the tests and changes performed in the search engine algorithm

. The appearance of the list on the SERP: the search engine is now customizing the list of web pages contained in the SERP based on the search query (ODP) list and/or user profile. Information (title description). In the past, lists usually only contained page titles as titles and meta descriptions.

Why search engines produce more confusing SERP

relevance: The holy grail of search is always relevance. This dynamic process aims to provide end users with customized results that are more in line with their specific preferences and needs.

Economically: Search engines want to drive advertisers to buy sponsored links. The more unstable and insecure website owners feel that their search engines are visible in organic results, the more they will tend to resort to paid search.

How will the search engine landscape change?

In general, the direction is to promote the improvement and growth of search. To be sure, the higher the SERP relevance, the higher the click-through rate (CTR) and the lower the abandonment rate. The result is higher search traffic overall and increased user trust in search engines. Higher click-through rates and user trust are beneficial to the entire channel and all people engaged in online searches, including search engines, website owners and seos.

The new reality requires adjustments to expectations.

SEO and website owners cannot expect to obtain a stable position relevant to all users, nor can it last for a long time. In addition, they cannot expect complete control over the way the list is displayed on the serp.

How does SEO deal with the chaotic SERP environment?

A more chaotic environment is not necessarily bad for SEO. Although it presents serious challenges, it also provides opportunities for brave and adaptable people. However, the nature of the service will change.

Traffic is the key, rather than ranking

search engine optimization is always to show the success of their activities by showing high-ranking customers. After all, which customer does not want to see Google’s brand ranking first?

However, high rankings are not stable. Managers and their customers may find that the brand is gone the next day. Therefore, the solution is to educate customers to measure the overall traffic generated by various search terms as the main performance indicator.

Maintain control over the contents of the list

by exploring the mechanisms used to customize the list of search engines, seo still be able to find a method to maintain a list of control. Attractive and relevant listing content has a huge impact on traffic.

Reverse engineering is now required

search engine optimization is a lot of search engine algorithms on reverse engineering, which will also be true, because the algorithm becomes more complicated.

For example, a fictitious search engine optimization company manages a fictitious Rome travel agency called “Best of Rome” (Best of Rome), basically discovering how Google conducts searches on specific user groups searching for the term “History of Rome”. Subdivided. Google’s task is, if possible, to predict whether the user will be (a) traveling to Rome, (b) students studying Rome, or (c) journalists writing articles. Ideally, Google will display a different SERP for the users identified in each group. For groups dealing with “Rome History” or developing new content, optimized content is necessary. The factors that help Google associate a site with group (a) must be identified and followed by groups (b) and (c) during execution. Part of the search engine optimization profession is the study of search engine algorithms, which requires more research and a deeper understanding of natural text analysis, classification and the algorithm itself. Dealing with this dynamic environment is a challenge. Easynet search marketing experts are very capable and willing to take on it.

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