All SEO experts and marketers want their websites to rank well. However, with continuous updates to Google SERPs and the introduction of features like AI Overviews, it can be difficult to stay on top and know what strategies are still relevant.

In a recent article, Pure SEO shared their top insights into the latest and largest Google algorithm leak and what it reveals about ranking well in Google’s SERPs.

Today, we’re delving further into this topic, exploring the top nine ways to improve your rankings in the SERPs while utilising AI Overviews.

1. Prepare for AI Overviews

ChatGPT’s launch in November 2022 brought AI into global visibility and discussion. The introduction of AI Overviews (AIO) in Google’s SERPs has made generative AI even more publicly accessible.

AIO is still experimental, and Google continues to tweak its appearance in Search. Likewise, its generated overviews should be taken with a grain of salt. A recent study (June 19) from SE Ranking revealed that the frequency of AIO in SERPs decreased from 64% to 8%, likely due to public critique of inaccurate and potentially dangerous answers (e.g., recommending glue as a pizza topping). It now delivers more in-depth answers less frequently, depending on the industry. Five-word queries most frequently trigger an AI Overview. Furthermore, AI Overviews are shown to trigger more frequently for health and safety keywords.

How will AI Overviews influence search behaviour and impact organic search traffic to websites? Some predict a catastrophic decrease in website clicks due to users not having to leave the first page of Google. However, we would argue that this concern is particularly valid only for websites whose content strategies focus on delivering quick, skimmable answers not backed by substantial content.

The main takeaway is to focus not solely on ‘fast-food’ answers but also on high-value content. Ensure your content strategy offers users quick answers and in-depth content to funnel readers to your site. Additionally, seriously consider what distinguishes instant answer traffic and users who want to consume your content.

2. Prioritise High-Quality Links

Focus on acquiring links from high-traffic, reputable sites. Instead of using spammy tactics to gain numerous low-quality links, aim for fewer but higher-quality links.

Google recognises relevant links that offer real value. Even no-follow links from reputable sources can strengthen your site’s authority. Conversely, low-quality links can damage your ranking and reputation.

3. The Role of Click-Through Rate (CTR) in Ranking

Despite previous denials, CTR (click-through rate) does impact ranking. To improve your CTR, drive more qualified traffic and enhance the user experience on your site.

Ensure your content answers users’ questions fully to prevent them from returning to Google for similar searches. ‘Sticky’ content that engages users and encourages them to stay on your page or click through to other pages on your site is vital.

4. Balancing Zero-Click Strategies with CTR

Zero-click strategies aim to keep users engaged on a platform without clicking away to other sites. They are particularly useful for brand awareness strategies and increasing a brand’s authority in related niches.

For example, a zero-click-through strategy in the SERPs includes aiming to have your content appear in AI Overviews, featured snippets, and the “People also asked” sections. If your blog articles or other website content features in these sections, people might not click through to your site, but they see your brand and recognise it as an authority. The more you appear for these answers, the more top of mind you will be for readers.

To balance this with the need to drive clicks and traffic, combine these strategies with tactics that encourage user engagement and clicks. For instance, ensure your short answers are part of comprehensive articles on the topic, so if users click through to your website, they have all the information they need without returning to the search results. You can also leverage this strategy in your newsletter or social campaigns. Sharing parts of blog posts in newsletters or on social posts can entice users to visit your website for the full article.

5. Adopt a Holistic Approach to SEO and Marketing

All your marketing efforts, both online and offline, impact your website ranking and CTR. For instance, paid search interlinks with organic search—ranking high in both increases your chances of clicks.

You should enhance brand awareness and recognition through various marketing channels, such as paid ads, radio, billboards, podcasts, event sponsorship, and TV commercials. A holistic marketing approach builds brand credibility and positively influences your site’s ranking.

6. Leverage Entity Mentions

Brand and entity mentions (even unlinked) help reinforce your website’s credibility and assist Google in better understanding your site’s content and relationships. 
Create high-quality content worthy of mentions and share it through newsletters and social channels to increase entity and brand name mentions, thereby enhancing your SEO.

7. Prioritise Brand Authority and Brand Search

Brand search traffic and non-branded keywords are now intertwined. SEOs need to focus on building brand search authority, not just targeting non-brand keywords.
Many affiliate sites (promoting products or services on behalf of other brands) have experienced significant ranking drops since the March 2024 core update. This shift has been especially hard on affiliate sites lacking strong brand search authority, while those with it have seen traffic gains.

You don’t have to be a large site to establish brand search authority. Websites of all sizes (affiliate or not) should drive brand search with well-planned PR and SEO strategies.

8. Strengthen Topical Authority

Ensure you have strong authority in your primary topic. Remove or block outdated, irrelevant content to boost your site’s authority in your main area. If you have an underperforming subtopic that you want to rank for, create topic pillar content around it, and ensure your website includes smooth navigation to it from your homepage and relevant services page.

9. Continuously Publish Fresh, Valuable Content

Regularly publish fresh content that generates engagement and meets user search intent. Google prioritises fresh content, so updating old content and addressing key customer pain points keeps your site relevant.

Use schema markup to connect authors with other web entities and reinforce E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). Even though E-E-A-T is not an official ranking factor, it has been a part of Google’s Search Quality Raters Guidelines for years. Create content that demonstrates your expertise, builds user trust, and, as mentioned above, builds brand recognition. Monitor content performance and refocus your efforts when necessary.

A Streamlined Website with Users at the Forefront

The final takeaway is that if you want to rank in Google Search, you should prioritise your user experience. Draw users in by targeting niche-relevant search terms that lead them to high-value content and a website with smooth navigation for maximum user satisfaction. By focusing on quality content, effective SEO strategies, and leveraging featured snippets and AI Overviews, you can improve your website’s ranking in Google SERPs. Remember, consistent effort and adapting to updates are key to maintaining a strong online presence.

Source: Pure SEO, 8 July 2024