One of the reasons many foreign trade users choose WordPress for website building is for Google SEO. When it comes to Google SEO, you cannot ignore the Search Engine Results Page, SERP. This article by Naiba explains why SERP optimization is important.
What is SERP? Is it important?
Search results page (English: Search engine results page, abbreviated as SERP) is the results page that appears after you search for something on Google. We mainly focus on the search results page of our own website.
The Importance of SERP, take a look at the screenshot below.
Search results for 'led light factory'. These two are the top independent website results. You can see that the first title better matches our test search term 'led light factory', and the description part is also a bit richer. If you noticed the Google ad results at the top, you'll find that the SERPs for these ads are even richer.
Putting aside the word 'ad', from a user experience perspective, among the four websites in the screenshot above, which one are you more likely to click and visit? Undoubtedly, the one with richer SERP results and a description that meets your needs will definitely have a higher click-through rate than a website that simply writes 'LED factory'.
Google's SERP results are very rich. Besides our ordinary text search result display, there are also image results, video results, featured snippet results, rich snippet results, etc. We won't go into detail here; you must have encountered them if you use Google frequently.
How to optimize SERP?
First, you need to know that the content you can optimize on the search results page is only the title, URL, description, and structured data. As for how Google displays it, it's entirely based on Google's algorithm rules and may not necessarily show it exactly as you intend. Therefore, when doing Google SEO, we should focus on handling the title and description parts. Provide structured data if available (usually for product pages); if not, it doesn't matter, as competitors may not have it either.
1. Title SectionThe first point about the title is to include the keywords you intend to target. For example, in the example above, Naiba is trying to rank for
Google SEO Tutorial. When writing this article, it ranked third. The first is an established website, the second is Zhihu, and the fourth is Google's official page. In terms of the title, the page ranked first is definitely more attractive because many people are eager for quick success and want to know Google SEO methods and how to do it. The second is Zhihu's, but because the title includes '2018 edition', it might cause some people to ignore it. Naiba's Google SEO page is named 'Beginner's Guide', partly because it genuinely wants to share some beginner knowledge about Google SEO, as Naiba doesn't take Google SEO orders—it's purely a hobby and sharing. Another point is to target the keywords
Google SEO Beginner's Guide和
Google SEO Beginner's Tutorial. Looking back at the first one, its keywords include not only 'Google SEO tutorial' but also 'Google SEO methods', 'how to do Google SEO', and can be broken down into keywords related to Google optimization.
2. URLThere isn't much you can control here; it's mostly fixed once you set up WordPress permalinks. For further reading:
WordPress Best Permalink Settings_Which Pseudo-Static Rule is Better 3. DescriptionFor the description section, if you have an SEO plugin installed, there is usually a dedicated place to edit the description. If you don't fill in a description, it will default to grabbing the first paragraph of your content as the description. Of course, sometimes Google will also generate its own description that it deems appropriate. As for other elements, such as related URLs and structured data, these are automatically generated by Google based on its algorithms and actual circumstances once the website has a certain level of authority; you cannot directly intervene. Overall, once you understand what SERP is, you will naturally pay attention to the aspects you need to focus on when writing articles. This unconsciously implements SEO optimization for your articles, giving you a small lead over your competitors.
Search results for 'led light factory'. These two are the top independent website results. You can see that the first title better matches our test search term 'led light factory', and the description part is also a bit richer. If you noticed the Google ad results at the top, you'll find that the SERPs for these ads are even richer.
Putting aside the word 'ad', from a user experience perspective, among the four websites in the screenshot above, which one are you more likely to click and visit? Undoubtedly, the one with richer SERP results and a description that meets your needs will definitely have a higher click-through rate than a website that simply writes 'LED factory'.Google's SERP results are very rich. Besides our ordinary text search result display, there are also image results, video results, featured snippet results, rich snippet results, etc. We won't go into detail here; you must have encountered them if you use Google frequently.
1. Title SectionThe first point about the title is to include the keywords you intend to target. For example, in the example above, Naiba is trying to rank forGoogle SEO Tutorial. When writing this article, it ranked third. The first is an established website, the second is Zhihu, and the fourth is Google's official page. In terms of the title, the page ranked first is definitely more attractive because many people are eager for quick success and want to know Google SEO methods and how to do it. The second is Zhihu's, but because the title includes '2018 edition', it might cause some people to ignore it. Naiba's Google SEO page is named 'Beginner's Guide', partly because it genuinely wants to share some beginner knowledge about Google SEO, as Naiba doesn't take Google SEO orders—it's purely a hobby and sharing. Another point is to target the keywordsGoogle SEO Beginner's Guide和Google SEO Beginner's Tutorial. Looking back at the first one, its keywords include not only 'Google SEO tutorial' but also 'Google SEO methods', 'how to do Google SEO', and can be broken down into keywords related to Google optimization.2. URLThere isn't much you can control here; it's mostly fixed once you set up WordPress permalinks. For further reading:WordPress Best Permalink Settings_Which Pseudo-Static Rule is Better 3. DescriptionFor the description section, if you have an SEO plugin installed, there is usually a dedicated place to edit the description. If you don't fill in a description, it will default to grabbing the first paragraph of your content as the description. Of course, sometimes Google will also generate its own description that it deems appropriate. As for other elements, such as related URLs and structured data, these are automatically generated by Google based on its algorithms and actual circumstances once the website has a certain level of authority; you cannot directly intervene. Overall, once you understand what SERP is, you will naturally pay attention to the aspects you need to focus on when writing articles. This unconsciously implements SEO optimization for your articles, giving you a small lead over your competitors.
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