The broader level stages being:
Your SERP features need to align with each of these stages of the buyer’s journey to get the most out of your
Let us now look at the different buyer stages and how SERP features work in each stage.
This is the phase in which the buyers are already searching with an intent to solve an existing challenge
or their existing challenge is highlighted to them via a push advertisement. At this stage, our audience
isn’t necessarily looking for the solution but keen to get a better understanding of their challenge & a
Here we can focus on: ‘Knowledge Graph’, ‘Featured Snippet’, ‘Related Questions’, Videos, and Images as
part of the SERP strategy to power
pack our content strategy.
This is the stage where our audience starts to understand their challenge better with the help of the
educational content we create around our solution or product. But the challenging part for us is they
still are unaware of the best way to solve it and a lot of competitive analysis goes on here. They seek
information from different solutions and want to learn more about how your solution can help them solve
their problem better than anyone else.
This is the buyer stage wherein we need to use: ‘Featured Snippets’, ‘Related Questions’, ‘Reviews’,
‘Videos’, ‘Trust Symbols’ on our owned assets and a healthy Social Media presence.
This is either the quintessential or at times the final stage of the buyer journey where our audience is
pretty well aware of their challenge, has done a comparative study of different products and is now ready
to make a final decision. At this point, our target audience exactly knows how to define the solution they
are seeking, and now they want to know exactly what they should commit to for the product including
pricing, duration, quantity etc. They are looking for the right trust symbols that prove that other
customers have had a positive experience using our product/solution. This will make their decision making
Here we need to focus on: ‘People also ask’, ‘Video Content’, and ‘Long-form Content’ to amplify the content strategy as part of the
Google SERPs have been created to anticipate user needs, and with the help of SERP features, you can clearly
decipher the buying stage your target audience is in. With a deeper understanding of the SERP features, you
can maximize Google’s search engine algorithm to your advantage.
To start with, you can connect with a performance based digital marketing agency to ensure that the SERP features you use are in sync with your
overall content strategy.
Backstage Creative Inc. has been helping
businesses across the globe maximize their content reach, effectiveness and demand generation with industry
best practices. You can book a complimentary 30 minutes consultation to discuss your business & brand needs.
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