In search engines results pages (SERPs) a single listing for a popular phrase will bring you traffic if it ranks high enough. However, having a second indented listing just under that main listing doesn’t just stand to bring you 100% more traffic, it could bring you as much as 200% more traffic. Its all to do with the way that people view the search results, fixate on ceratin points and click through to your website.
Studies of indented listings using heap maps show that where the primary listing is popular the indented listing is more popular, it gets more fixation points and more clicks than the primary listing does. You don’t have to have a number 1 primary listing in order to get an indented listing, you can get this listing at positions 8 & 9, at positions 4 & 5 or positions 23 and 24, it doesn’t make a difference where your primary listing appears. You want the highest possible listing, of course you do but my point is that you don’t have to be number one to achieve an indented listing.
An added bonus is that double listings can also help to increase your ranking positions and push you up the search engines results pages.
How do you get a double listing?
The primary listing is the page on your site that is deemed most relevant to the search phrase and the second listing is the page that is deemed second most important – the key is to find out which is the second best page for that phrase. Double listing’s only show when both pages are ranked on the same SERPs page so – SEO TIP – change your preferences on Google to show 100 results in the SERPs (the default is 10 per page), use the ‘find’ function to locate your website and see if you have a double listing showing. If you do then the second URL is the one you need to work on to strengthen the optimisation for the search phrase you are using.