Optimisation is all about making your website appear on top of search engine results pages (SERPs). This is the ultimate goal because the top positions—the first three most especially—mean better traffic inflow to your website. Other than the search results themselves, there are many other ways to appear here.
Advertisements are prominent in SERPs. In fact, for a brand, product or service-oriented search, ads mostly appear first. Google shows about three to four relevant ads based on your query. Do not worry though because an AdWords services provider can help you with this.
Of course, you need to prepare a budget for this undertaking. But the advantage of utilising Google AdWords is that it operates on a pay-per-click basis. You will be charged only every time a user clicks on your ad.
The key to running a successful AdWords campaign is using the right set of keywords. You need to know the search words or phrases that your existing and potential clients type into Google whenever they look for a product or service that your business offers.
Google My Business
The knowledge graph at the right panel of the screen shows information about your business. That is if it is available on Google My Business. Manual verification is required, though. After which, your business may appear in relevant geographic searches. It will also appear on Google Maps for the same searches. Google+ business profiles are also shown in the knowledge graph.
Images or videos
Graphics-heavy websites may take advantage of this. However, to appear on SERPs using media, these collaterals must be properly optimised as well. For examples, images must be labelled appropriately with descriptive alt texts and videos must have clear and succinct descriptions.
These are three ways your website may appear in SERPs. The more screen real estate you capture, the better traffic you get and thus, higher profitability.