SERPs or Search Engine Results Pages is the display that Google shows in response to a users search query.
SERPs include both paid and unpaid results, plus featured snippets, video results plus much more.
This article covers why a knowledge SERPs is important, gives an overview of the different types, and most importantly provides you actionable tips on what you can do to increase your positioning in search results to drive more traffic to your business through SEO and SERP analysis.
Where your site sits in the SERPs influences how much traffic your site will receive
Majority of search traffic results in clicks on first page results only. Read on to learn more about SERPs and what you can do to get your site ranking on page 1 for the keywords that matter to you are your customers.
SERPs are made out of different parts or sections that include organic search results, paid search and pay-per-click (PPC) ads.
As you can see from the chart above, users are much more likely to click on results at the top of the page. In fact, more than 90% of traffic goes to websites that rank on the first page of Google search results.
Ranking on the first page of Google is highly competitive, and search engines are getting more and more complex all the time to try to understand the users intent and anticipate their needs.
Backlinking and increasing your domain authority are a couple of tactics to help you boost your ranking in search engine results pages (SERPs), but lets understand how they rank results and what they are in order to try and improve your rankings.
Yahoo, Bing, Google, and all other search engines have a different SERP design. Being that Google dominates the search engine market with over 92%, we are going to focus on Googles search engine results pages.
There are three main categories of searches that your query can qualify for depending on the types of words you use: navigational, informational, or transactional.
When you dont know the URL of the site youre looking for and you start looking for its brand name or most relevant service in order to find it. Buying ads for your most important navigational keywords might be a good idea to consider, like the name of your business, for instance.
If you search for something you want to learn or figure out how to do, thats an informational query. This type of search user is usually not looking to buy something, but just for information as the name suggests. However, the right content might nurture them towards your brand.
Information queries commonly include multimedia search results like:
You might want to consider these types of multimedia assets as part of your content if youre looking to rank for that kind of keyword.
If youre looking to buy something, thats a transactional query. These have the most revenue potential, making keywords very costly and competitive. Search results pages in this category of queries will usually include numerous paid ads results.
However, paid ads are still highly effective regarding transactional queries with almost 65% of clicks on transactional SERPs happen on paid ads.
You should definitely consider paid ads in your strategy. They can help you boost traffic to your site quickly, as well as sales and other conversion metrics.
id ads are usually in the top 3 or 4 spots of Googles search engine results pages. Google determines which ad is in the top spot based on several factors, including the bid amount, the quality of the page, the quality of the ad, and the relevance to the search.
Search engine optimization techniques and strategies are what make your page rank organically. This means that your site needs to be high quality in order to rank on the first page of the SERPs for your target keywords.
The rules of organic ranking are determined by the Google algorithm and can sometimes be not as explicit as with paid ads. That is because Google is constantly tweaking its algorithm in order to provide better and better results. In a sentence, SEO is about giving more value and better content to your target audience that is easy to find and navigate for them and for search engines.
SERPs have evolved into more interactive and visual pages that present a variety of types of content depending on your search. Search results show the usual results with the sites name, meta description, etc., but can also include images, shopping suggestions, Tweets, or information cards.
The following categories may appear on SERPs depending on the particular query:
The following are the features you might see on a SERP. Use this list to help you decide the format your content will take depending on how you want it to rank.
As you can see from the image, Google ads usually appear at the bottom of the SERP. You can also display ads on the bottom of a SERP, but they get very few clicks in comparison.
Competitive keywords will require a high-quality site, ad, and bid in order to reach the top of the SERP. However, to do so means to be the first results users see when performing a specific search. Measure the scope of your campaign and decide to use ads accordingly.
This feature is a separate box that catches your attention and displays content from a site that uses the right keywords to give the right information. To get a featured snippet, you need to already be on the first page of search results. So, in order to do that, make sure the content on your page is highly valuable, informative, and well-optimized for the right keywords.
Visual information is better displayed visually. Thats why the algorithm for images decides if the ones on your page are relevant to the search and display them accordingly. To help Google understand and index your images, make sure to use:
Try producing high-quality images when possible so that other sites embed them thus giving you an even better chance of appearing in the SERP image pack.
In-depth articles no longer have a dedicated section in search engine results pages, but they are still prioritized by search engines in relevant queries. These articles are usually longer and have evergreen content that continues to be relevant despite the passage of time.
This box is located to the right of the SERP and contains selected facts and information about the searched topic. Google gets this information from a huge library of more than 3.5 billion data points.
Knowledge panels are similar to knowledge cards but they are much more specific and targeted. The information on a knowledge panel is much deeper and specific to a search result.
When your search intent is to find a local business of location, Googles algorithm detects this and shows you results located nearby.
When your search is related to recent events or news stories, you get a news box section in your search results pages. You can submit your site to Googles News Publisher Center and the algorithm will crawl your page if it was accepted.
These are questions that are similar and commonly related to the question asked in the query. Clicks on the people also asl sections are increasing. Your page needs to be on the first page of the SERPs in order to be in the related questions section.
Four or five-star reviews are the most commonly seen review results in SERPs. You can add a plugin to your website to provide reviews for your business that Google can find, but you still have to get good reviews.
Shopping results in SERPs are most common for transactional queries. They appear at the top of the page and usually come from pages with high-quality images, impressive sales results for the item, and competitive pricing.
SEO Sitelinks results display the internal links of a particular page in order to give users faster access to the links theyre looking for. Its important to have a well-structured site in order for Google to be able to crawl and extract your links from your site.
Although Tweets are not always present, Google has included them in search engine results pages since 2015.
Video results typically show up at the top of search engine results pages. Factors that influence what video show up for certain search queries include the relevance (mainly from title, description and actual video content) surrounding text, with title of the video being the most important factor. There is a whole art to ranking YouTube videos on Google that will be explored more in a different article.
Search Engine Results Pages are going to continue to evolve and change in order to serve users the best and most relevant results possible. As an SEO or marketer, or even as a business owner or CEO, staying updated on these changes will help you stay ahead of the curve and produce content that is tailored to answer your users questions and needs, and rank high on search engine results pages (SERPs).
If you are looking to track how you site performs in SERPs for different keywords, a position tracking tool, either free or paid makes that job much easier.
