There are millions of pages on the web, but nothing is more important to digital marketers than search engine results pages, or SERPs.
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SEO professionals and pay-per-click (AdWords) advertisers compete for the most prominent parts of the SERP, but competition is fierce and technological advancements in search mean that it is more important than ever for digital marketers to know how the search engine works and what it can do. done to maximize visibility.
SERPs: What they are and how they work
Search engine results pages are web pages that are displayed to users when they search for something online using a search engine, such as Google. The user enters the search query often using specific phrases known as (keywords or keywords), which the search engine displays to him in the form of SERP pages and results
All search results pages are unique, even for queries made to the same search engine using the same keywords or search queries.
This is because almost all search engines customize an experience for users by displaying results based on a wide range of factors beyond search terms, such as the user's physical location, browsing history, and social settings. Two results may appear identical, and contain many of the same results, but slight differences are often distinguished.
The appearance of search engine results pages is constantly changing as a result of experiments conducted by Google, Bing and other search engines to provide users with a more intuitive and responsive experience. This, along with the emerging and rapidly developing technologies in the world of search engines,
Which means that today's search results are significantly different in appearance from their ancient predecessors. It is divided into two main types
Free search results “Organic”
SERPs usually contain two types of content – organic and paid results. Free results are listings of web pages that appear as a result of a search engine's algorithm crawl. Search engine optimization professionals, otherwise known as SEO, specialize in optimizing website content to rank higher in organic search results.
SERP, What is the meaning of SERP and everything you need to know about the results of search engine pages
Free results on search engine pages
The box on the left side of this page is called the Google Knowledge Graph. This is a feature introduced by Google in 2012 that pulls FAQ data from sources across the web to provide concise answers to questions from one central location on the results page in this case,
You can see a wide range of information about Dr. Magdi Yacoub, such as the date and place of his birth, awards received, his wife's name and place of education - much of any information has its own links to related pages.
Some organic search results may show much more results than others, like the example above. This is due to the different intent of different searches. There are three main types of Internet search:
Commercial
Informational searches are those in which the user hopes to find information on a particular topic, such as Dr. Magdi Yacoub. It would not make much sense to place advertisements or other types of paid results on such search results, as the search query “Magdi Yacoub” has very low commercial intent; The vast majority of searchers using this search query are not looking to buy something, and as such informational results are displayed in the search results.
Targeted queries are those in which the user hopes to locate a specific website through a search such as a search for Understand SEO. This may be the case for individuals searching for a specific website, trying to locate a website or link they can no longer remember, or some other type of targeting.
Finally, commercial searches are those for which paid results are most likely to be displayed on results pages. Business searches have a high commercial intent, and search queries that lead to commercial results may include words such as “buy” and other terms that indicate a strong desire to make a purchase.
Paid results
In contrast to free results, paid results are those that have been paid to be displayed by an advertiser. In the past, paid results were almost exclusively limited to the small text-based ads that were usually displayed above and to the right of the main results. Today, paid results can take a wide variety of forms, and there are dozens of ad formats that cater to advertisers.
SERP, What is the meaning of SERP and everything you need to know about the results of search engine pages
In the example above (results for the query “lawnmowers”), all results - except for the map and the list of businesses below it - are paid results. The three big text-based ads at the top of the results (which are of primary interest to advertisers) are typical AdWords ads. Of these three ads, the two bottom ads (for Craftman.com and Husqvarna.com) each contain ad extensions that allow potential customers to navigate to specific pages on their websites directly from the ads.
The image-based ads on the left of the page are shopping ads, a feature that is displayed on the Google Ads systemThe platform that allows electronic retailer product information to be displayed along with other results on search results pages. Shopping ads can contain a wide range of information, such as product availability, user reviews, special offers, and more.
There are two additional click-to-dump ads directly below the marketing ads (shown by the yellow “ads” tag above them) that also contain the ad extension information for user references, indicated by star ratings directly below the landing page link title.
The map and list of businesses are the only results that aren't explicitly paid for. This map is displayed based on the user's location, and lists features for local businesses that have set up a free Google My Business listing.
Google My Business is a free directory of businesses that can help smaller local businesses increase their visibility to searchers based on geolocation, an especially important feature on mobile.
Ranking factors and search algorithms
Free results are listings that have been indexed by a search engine based on a number of factors, also known as “ranking factors.”
Search Engine Optimization
As its name suggests, SEO is the practice of optimizing websites and web pages for discovery in search engines and, as a result, they may occupy a more visible position on the SERPs. This is done through a variety of means, such as “on-page” SEO to “off-page”
'On-Page' SEO
In-house SEO refers to the best practices that web content creators and site owners can follow to ensure their content is as easy to discover as possible. This includes creating detailed page metadata (data about data) for each page and elements such as images, using unique permalinks, inserting keywords into related titles and subheadings, and using clean code.
Off-Page' SEO
Unlike on-page SEO techniques, off-page SEO refers to strategies that affect the site as a whole. Popular off-page SEO techniques include link building and exchanging, social posts, content marketing, subscribing to search engine directories and indexes, creating online communities on social media, etc.
Although the field of SEO is too broad to comprehensively cover here, all you need to know is that SEO is primarily focused on achieving higher rankings. Companies may hire a company or person to optimize your site for search engines, but beyond that investment, with so little money all the focus will be placed on advanced results in free search results.
Paid results and search engine results pages
Unlike search engine optimization, pay-per-click marketing focuses solely on investing your advertising budget to achieve prominent results in the SERPs. However, it's not as simple as simply throwing more money into a campaign - advertisers must think strategically to achieve their goals.
Paid search jobs as an auction. Advertisers bid on keywords relevant to their business that can trigger their ads to show when users search for those terms.
There are a wide range of factors that determine where an advertisement will appear on the SERP. Some ads may appear above the organic search results, while others may appear to the right of the organic results. Some advertisers choose to limit their ads to mobile searches only, while others exclude mobile results entirely. Some ads have add-ons, others don't.
As with SEO, paid search is a complex topic, but for now, just remember that paid search focuses on optimizing ads to display as prominently on the search results page as possible.