SERP monitoring: what is it and its importance

SERPs, or Search Engine Results Pages, is the place where internet users come into contact with your website, products, or services. That’s why many businesses are always competing to land on the first pages of SERPs. Since every business is scrambling for the first pages, how do you stand a chance?

One way to give your business competitive advantage is through SERP monitoring.

What is SERP monitoring?

SERP monitoring is the regular tracking of the top pages on search engine results for a specific keyword for a period. It’s an important exercise for any business that wants to outrank its competitors. SERP monitoring enables companies to obtain ranking data that they can analyze to see search trends, new keywords, competitor digital marketing performance, and other info they can use to boost their SEO.

What’s the Importance of SERP Monitoring?

1.       Discover Your Ideal Online Audience and Their Behavior

By studying the SERPs, you can learn numerous things about the people browsing search engines. You’ll know who your audience is, where they come from, what time they shop or they go online, what they are interested in, and what keywords they frequently search for. Such information can help you build a precise buyer persona and target your marketing or products better.

2.     Measure Performance of Your SEO Strategies

Tracking the changes in SERPs for a while and analyzing the data you get is a great way to discover how your SEO strategies perform. You’ll identify which SEO activities are working and those that don’t.

For instance, if you’ve been adding content on your website regularly, using certain keywords, and increasing site authority through link-building, these should show on the Google ranking results. However, you can only know if you track the SERPS for a while.

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3.     Stay Abreast with Google Algorithm Updates

Google updates affect website rankings. Unfortunately, Google makes changes frequently and if you are not keen, your website may fall behind and make you lose traffic thus decreasing your sales. But with SERP monitoring, you can pick changes as soon as they happen and follow Google’s recommendations to minimize the impact.

4.    Watch Your Competition

Smart businesses always keep tabs on what’s happening with their competition. Whether it’s offline or online, SEO or product upgrades, you want to know who is doing better than you and what you could do to gain an upper hand. You also meet new market players on the SERPs. SERP monitoring enables you to land on a wealth of data, including that of competitors. What’s more, you discover any changes in SERPs faster. If you notice your competitors rising ranks, you could dig deeper to see if they’ve invested in authoritative backlinks, redesigned their sites, introduced keywords, and such. Why is this important? You’re eying the same audience and the competitor’s tactics could also work in your business.

5.     Track Keyword Rankings

SERP monitoring can be your perfect way of tracking your keywords’ performance on your websites and that of competitors. You just need to track SERPs for the different keywords you are targeting with your content and backlinks, whether they be long-tail, branded, high search volume keywords, or general. Densify tracks to examine the impact of each SEO method you’ve used on your website.

6.     Stay Up-to-date with Search Trends

You should be able to obtain evergreen data on search trends and online visitors’ expectations. This information helps boost your current digital marketing or when designing future online strategies.

For instance, Google shows historical data about how long a particular keyword trend took. You could use this info to understand your target audience and evaluate the changes in your website traffic.

7.     Find Keyword Suggestions

You want to rank high and keywords are the main contributors to how pages perform. Watching SERPs for a while will enable you to find keywords you could use to rank better. These could be branded, semantic, and long-tail keywords you’ve not used in your website. You also find content categories that do better with specific keywords you are interested in. By using the new keywords, you stand a better chance of hitting the top of the search engine results pages.

How to Do SERP Monitoring

There are different methods for monitoring SERPs. For instance, developers have built third-party SERP tracking tools to enable businesses to keep tabs on their website performance online. However, a majority of powerful tools that’ll give the benefits highlighted above could be costly.

To achieve similar results at a friendly cost, your business can easily monitor SERPs with a Google scraper. An API for SERP monitoring obtains large volumes of data within a short time. Unlike most search engine results page monitoring tools, a SERP scraper API is versatile. It can be used to obtain data for different purposes which makes it efficient and budget-friendly.

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Conclusion

SERP monitoring is a crucial digital marketing exercise and any company eyeing a share of the online audience cake should consider it. It equips you with data about your target customers and how they interact with your website. You can also study your competition and find opportunities to position your website number one in the search engines.

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