SERP (Search Engine Results Pages)

There are millions of pages on the web, but none is more important to marketers than search engine results or SERP pages.

Search engine optimization specialists and PPC advertisers compete for the same valuable real estate assets in the most important parts of SERPs, but competition is fierce and technological developments in search mean that it is more important than ever for digital markets to know how search works and what they can do to maximize their visibility.

HOW DO SERPS THEY WORK? 🤔

Search engine results pages are web pages served to users when they search for something online using a search engine, such as Google. The user enters his search query (often using specific terms and phrases known as keywords), on which the search engine presents him with a SERP.

Each SERP is unique, even for search queries made on the same search engine using the same keywords or search queries. This is because virtually all search engines customize the experience for their users by presenting results based on a wide range of factors beyond the search terms, such as the user’s physical location, browsing history and social settings. Two SERPs may look identical and contain many of the same results, but often present subtle differences.

The appearance of search engine result pages is constantly evolving thanks to experiments conducted by Google, Bing and other search engine providers to offer their users a more intuitive and responsive experience. This, combined with emerging and rapidly developing technologies in the search space, means that today’s SERPs look very different from their older predecessors.

ORGANIC RESULTS 📉

SERPs typically contain two types of content – “organic” results and paid results. Organic results are lists of web pages that appear as a result of the search engine algorithm (more information soon). Search engine optimization professionals, commonly known as SEO, specialize in optimizing web content and websites for higher ranking in organic search results.
Organic results are determined by Google’s complex algorithm (which has more than 200 ranking signals).
Although Google’s algorithm is top secret, they have publicly confirmed some key ranking factors, including:

• Off-page SEO signals (the number of websites that link to a specific page. Also known as “backlinks”)
• SEO signals on page (the keywords you use on your page)
• Site loading speed
• Brand presence and signs of trust