SERP: Search Engine Results Page
A search engine results page, or SERP, is what appears after you enter a query into Google, Yahoo, or any other search engine. Each search engine has a unique SERP design, but since Google holds over 78% of the market share, we’ll concentrate on its features and algorithms for delivering organic results.
The SERP features shown after a search depend on the type of query. Search queries usually fit into 3 categories: navigational, informational, or transactional.
Navigational queries
Navigational queries happen when someone searches for a specific website without entering the full URL. If users aren’t specifically searching for your site, getting on the first page of results can be tough. To capitalize on these queries, consider purchasing ads for keywords you want to rank for, such as your business name.
Informational queries
People make informational queries to learn something, such as background details on a topic or how to complete a specific task. They aren’t generally looking to purchase, but relevant content can lead them to a brand. Therefore, it’s essential to create content that meets the interests and needs of your target audience.
Adding multimedia content to your site is an effective method to attract traffic from information searches. Consider these common examples.
- A how-to video that includes mentions of your product or service
- An instructional blog post with helpful tips for your audience
- A shareable infographic
- A downloadable guide or whitepaper
Transactional queries
People make transactional queries when they’re thinking of buying something, like a particular product or an item from a broad category. Transactional queries have the most revenue potential, so keywords tend to have a lot of bids for pay-per-click spots. That means that in addition to the organic search results for their transactional queries, people will see relevant paid results, too.
Paid ads are popular among businesses because they’re effective; almost 65% of clicks on transactional SERPs happen on paid ads.
Paid ads vs. organic listings
Paid and organic listings appear similar on a Google SERP. Since both can increase traffic to your site, you should create a strategy that incorporates both.
The advantage of paid ads
Google shows paid ads at the top of the search results page, typically displaying 4 ads on desktop and 3 on mobile. However, more than 4 businesses compete for the same search keyword, so Google must decide which ads appear on the first page of results.
Google makes decisions based on a few key factors: the bid amount, the quality of the landing page, the quality of the ad, and its relevance to the search. If Google finds your site to be better and more relevant than the others, you’ll show up on the first page.
The value of organic listings
Organic listings rank based on search engine optimization (SEO), which involves various techniques to boost your site’s position on SERPs. Similar to paid ads, a quality website is essential for achieving a good organic ranking. However, the guidelines are less clear-cut. Google frequently updates its algorithm to deliver better results, so it’s crucial to keep up with any changes.
In conclusion
The more you know about SERPs, the better you can strategize your content and site design. Staying up-to-date with Google’s policies is key to keeping your site in shape to be highly ranked. To learn more about optimizing for search, read some information and tips about SEO here.
