Getting Pushed Down the SERPs

Written by Nick Stamoulis

Did you spent the time conducting keyword research, optimizing your site page-by-page based on the content and (congratulations!) you find your site ranking really well for your selected keywords, but still aren’t seeing the increase in visitor traffic you were expecting? Remember, that would have to be a realistic increase and 500% increase in a month is not realistic. The problem might not be with anything you’ve done. Obviously you are ranking really well. The issue might be that the Google SERP (search engine results page) isn’t just pulling websites anymore. There is a lot of competition for not a lot of space.

Take a moment and just plug “Chinese food” into the Google search bar. What do you see at the top of the SERP? I find the Wikipedia page of Chinese cuisine, images of different dishes and article from About.com about Chinese food. After that come the Google Places listings for local Chinese food restaurants in my area. Google knows where I am based on my IP address and automatically pulls up the nearest places I can run to for some fried rice. I didn’t get any PPC ads at the top, but maybe you did. It’s only after the fold (the place where you have to scroll down to see more), that the organic listings start coming up with company websites.

The simple fact is that the SERP is no longer just a place for websites to rank. Google is incorporating images, social search results, breaking news, images and more into their search results, trying to provide the user with as much relevant information as possible. But the webpage is still only as big as it has always been. This means that your website, which is ranking in the top ten listed sites, might actually get pushed back to page two of the results, simply because of overcrowding at the top.

It’s not necessarily a bad thing to be on page two, but it does mean that your site might be getting the traffic increase you would normally expect from ranking so well.

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