What Are SERPs and Why Do They Matter for B2B SEO?

Confused about SERPs? We’ve got you covered. Discover what they are and why they matter here.  

In the world of digital marketing, the term ‘SERP’ is often thrown around when talking about search engine optimisation (SEO). However, for many businesses, especially in the B2B sector, understanding what SERPs are and why they’re so crucial can sometimes feel a little overwhelming.  

But, with more than 90% of online experiences beginning with a search engine, it’s clear that understanding how SERPs work – and how to optimise your website for them – is essential for any B2B business looking to improve its online presence. 

And that’s exactly where we come in! In this blog, we’ll explain what SERPs are, why they’re vital for B2B SEO, and how your business can make the most of them with the help of SEO services in Cheltenham. 

What Are SERPs? 

SERPs, or Search Engine Results Pages, are the pages that appear after a user inputs a query into a search engine like Google, Bing, or Yahoo. When you type in a search term, such as ‘SEO services in Cheltenham,’ the page that appears with a list of relevant websites, ads, and featured snippets is known as the SERP. 

Search engines use complex algorithms to determine what content should appear on SERPs, considering hundreds of factors to provide the most relevant and valuable results to users. While every search engine’s algorithm is unique, they all have the same goal: to present the best, most accurate results for a given query. 

The key feature of SERPs is that no two are the same. They can vary significantly depending on the user’s location, browsing history, or even the device they’re using, which is why it’s essential to keep SERP behaviour in mind when optimising your website for SEO. 

Why Are SERPs Important for B2B SEO? 

For B2B businesses, search visibility is critical. After all, you want your website to appear in front of potential clients who are searching for your services or products – and that’s exactly where SERPs come into play. Here’s why they matter:

1. Visibility Leads to Credibility

When your website appears on the first page of a SERP, it instantly builds credibility for your brand.  

Studies show that websites ranking in the top three positions get the most clicks, while those appearing on the second or third pages receive far less traffic. By focusing on your SERP ranking, you can increase your website’s visibility and position your business as a leader in your industry. 

For B2B companies, where decisions are often made after careful consideration and research, appearing in the top positions signals to potential clients that your business is trustworthy and authoritative in your field.

2. Targeting Intent-Based Searches

One of the major advantages of SERPs is their ability to capture intent-based searches. In B2B SEO, the goal isn’t just about driving traffic to your website, it’s about attracting the right audience: decision-makers actively looking for your products or services. 

SERPs allow you to target these high-intent users through keywords relevant to your business. For example, ranking for a specific search term like ‘SEO services in Cheltenham’ allows you to attract businesses in your area who are looking for SEO support. Then, optimising your site for these specific search queries helps you reach a more qualified audience, leading to better conversion rates.

3. The Rise of SERP Features

Traditional search results used to be just a list of links, but modern SERPs have evolved to include a variety of features, such as featured snippets, image carousels, knowledge panels, and local packs. And the good news is, these are all opportunities for businesses to stand out from competitors. 

For B2B companies, appearing in SERP features can provide additional exposure and credibility. For example, if you’re able to secure a featured snippet for a commonly asked question in your industry, you’ll gain prime real estate on the SERP and establish your brand as an expert on the topic.

4. Organic vs. Paid Results

SERPs are divided into two main types of results: organic and paid. Organic results are those that appear naturally based on search engine algorithms, while paid results are the advertisements that appear at the top or bottom of the page. 

For B2B businesses, organic rankings are often more valuable in the long run. Sure, paid search can help with immediate visibility, but users tend to trust organic results more. Focusing on SEO can help your business rank higher in organic results, which can lead to more traffic and conversions over time. 

However, paid search shouldn’t be ignored altogether. A well-rounded digital marketing strategy can include both SEO and pay-per-click (PPC) campaigns, especially when targeting high-value B2B leads. Learn more about the differences between PPC and SEO here.  

How Can You Optimise for SERPs? 

So, how can you optimise your website for SERPs? The world of SEO is constantly changing, with search engines frequently updating their algorithms (we’re looking at you, Google) and introducing new features to SERPs. Here are some tips to ensure your business is staying competitive:

1. Keyword Research

Begin by identifying the keywords that are most relevant to your B2B business and your target audience. Focus on long-tail keywords, which are more specific and often show clearer intent. For example, instead of just targeting ‘SEO services,’ consider more precise terms like ‘SEO services in Cheltenham.’

2. On-Page SEO

Optimise your website’s on-page elements, including meta titles, descriptions, and headers, to ensure they include your target keywords and provide a clear picture of what your page offers. High-quality, relevant content is also essential for ranking well in SERPs.

3. Content Marketing

Creating valuable, informative content that addresses the needs and pain points of your B2B audience can help you secure higher rankings. Blog posts, case studies, and whitepapers are excellent ways to provide valuable information and increase your chances of appearing in SERP features.

4. Local SEO

If you’re a B2B business serving a specific geographic area, it’s essential to optimise for local SEO. Make sure your Google My Business profile is up-to-date, and focus on location-based keywords like ‘SEO services in Cheltenham’ to attract businesses in your area.

5. Mobile Optimisation

With more searches being done on mobile devices, having a mobile-friendly website is crucial. Google prioritises mobile-optimised sites, so ensure your site is responsive and loads quickly on all devices. 

Ready to Optimise Your Website for SERPs? 

To sum up, understanding and optimising for SERPs is essential for any B2B business looking to improve its search visibility. By focusing on high-quality content, targeting intent-driven searches, and keeping up with the latest SERP features, your business can gain a competitive edge in the digital marketplace.  

If you need further advice, look no further than our team of SEO experts! Here at Angelfish, there’s nothing we don’t know about B2B SEO - and working with professionals who provide SEO services in Cheltenham can help you navigate the complex world of search engine optimisation and achieve lasting results for your business. 

So, if you’re ready to get started, let’s optimise your business for success together. Get in touch today to find out more about how we can help.