Mastering SERPs: How to Actually Show Up When People Search
What Are We Even Talking About?
Let's face it - when you're investing in SEO, what you really want is results. Not theoretical rankings. Not "brand visibility." You want to show up. Ideally on the first page. Even better? The top spot.
Enter SERPs.
SERP stands for Search Engine Results Page. It's what you see after you Google something. The order of those results is determined by a ridiculous cocktail of algorithmic factors - things like content quality, site authority, speed, structure, and whether or not your page looks like it was written by an actual human.
Why You Should Actually Care
Because if you're not on the first page, you're invisible. Plain and simple. SERPs are where the battle for attention plays out.
Being in the top 3 results? That's where 75%+ of the clicks go. If you're buried on page 2 or worse, your traffic's going to be a trickle.
This isn't just vanity - SERP performance directly impacts leads, revenue, and brand awareness.
Make It Suck Less: The Practical Stuff
Master Your Keywords
Know what your people are typing into Google. Then show up for it.
Use tools like Google Keyword Planner, Ahrefs, or SEMrush to find what matters. Then naturally weave those keywords into your title tags, meta descriptions, headings, and page copy. No stuffing. Just smart placement.
Focus on Quality Content
If your content doesn't answer a real question or solve a real problem, why would Google (or anyone else) care?
Create genuinely helpful, well-structured content. Update it often. Be original, not regurgitated. And please - write like a human.
Optimise Your Site Structure
Google likes order. Give it structure.
That means:
Logical URL hierarchy
Clean navigation
Responsive design
Fast loading
Using H1, H2, H3 tags correctly
Basically, make it easy for both people and robots to move around.
Build High-Quality Backlinks
Links = credibility. But only if they're from decent places.
Create stuff worth linking to. Publish guest posts. Get quoted. Build relationships. Spammy links are a fast track to nowhere.
Use Local SEO If It Applies
Running a local biz? Want foot traffic? Then local SEO is your bread and butter.
Add schema markup. Claim and optimise your Google Business Profile. Get real reviews. Show up in "near me" searches.
Don't Ignore Social Media
No, social signals don't directly boost rankings - but they amplify your content, earn links, and build your brand presence.
Share often. Link back. Be active. Make it easy for users to discover and share your content.
Track, Tweak, Repeat
Use Google Analytics, Search Console, or your favourite all-in-one SEO tool to track performance.
See what's working. Kill what's not. Iterate constantly. SEO is not set-and-forget.
Stuff People Always Get Wrong
Targeting keywords no one searches for
Writing content purely for bots
Forgetting meta descriptions (seriously?)
Using the same page titles across your whole site
Ignoring mobile and page speed
Next-Level SERP Strategy (For Overachievers)
Add FAQ schema to win rich results
Target featured snippets with structured Q&A sections
Create video content for YouTube SERPs
Use internal linking to boost underperforming pages
Monitor competitors and steal what works (then do it better)