Identifying your competitors on Google was easy in the early days of the search engine. All you had to do was understand the simple relationship between. The search made by the Internet user on Google and the brand proposal. Today, the process is more complex because Google sorts each search. According to local SEO : location criteria. Personalization, search intent matching and many other criteria.
The reality is that no advertiser comes in first place in a Google search anymore. You may be number 1 for some Internet users and not for others. Whether for reasons of geolocation or language, for example. .
Each advertiser therefore has its own SERP, Search Engine Results Page in English, which literally translates to “search engine results page”. According to Google, “this page lists all the results that have been returned by the search engine for a particular query. Thus, the search engine responds to the query that has been formulated by an Internet user. Most of the time the results are classified in the form of a list, the first results of the list being the most relevant compared to the query that was formulated. »
But under these conditions, how to identify your competitors? Here are some explanations and tips!
1- Understand how the “SERP” works
—
A white paper recently published by Philippines Phone Number List on 1.2 million keywords claims that every SERP is actually a local SERP. Geolocation and therefore local SEO is therefore an essential element to take into account in your SEO strategy.
Let’s take the example of two people located in the same apartment in Paris: one performs a search for “Chinese restaurant” and the other “Chinese restaurant in the 11th arrondissement of Paris”. They will not have the same search results on Google because the search engine identifies different queries. In this kind of case, 80% of the SERP is identical. Now imagine that the two people separate in two different boroughs. Then their SERPs will only be 26-75% identical.
Now let’s imagine requests formulated differently “Chinese restaurant”, “Chinese restaurant 11th arrondissement “, “Chinese restaurant Paris”, “best Chinese restaurant”, “Chinese restaurant average prices”. The results per SERP can then be totally different.
Another criterion is to be taken into account: time. The same search can have different results from one hour to another. Under these conditions, it is difficult for you to know who your main competitor is!
2- Effectively influence the “local pack”
—
All these changes are related to what is called in SEO the “local pack”. Google defines the local pack as follows: “the Local Pack designates all the information from the Maps and myBusiness services displayed in Google’s search results when a request with a local connotation is typed on the engine. »
The local pack contains:
- A Google Maps of the geographical area concerned offering several proposals for the request made,
- Three proposals for physical Gulf Phone Number results (shop, restaurant, place, etc.),
- A clickable link embedded in the Google Maps result pointing to other results.
t is influenced by:
- Location (the closer the business, the more value it receives): it can be entered in the request or located directly by Google.
- The information contained in the Google My Business file: see our article on how to effectively use the Google My Business tool to be well referenced locally ,
- The number of reviews left by Internet users,
- The content of the website.
You therefore need to work on these four criteria in order to understand who your competitors are and to effectively influence the local pack.
