An Explanation of SERP | Search Engine Results Pages Explained and How to Improve Conversions & CLV (Customer Lifetime Value).
Learn the essentials of a search engine results page (SERP) and find out how you can use them to improve conversions, customer lifetime value, and other important elements of your digital marketing strategy.
Search Engine Results Pages, or SERPs, are a critical part of any online marketing strategy. Understanding how they work, what appears on them, and how rankings are determined is essential for any business looking to increase their online presence.
When a user conducts a search, the SERP is the page that a search engine displays. Google typically shows 7 to 10 links to different web pages, along with additional information or images. One common feature found on a SERP is the “People Also Ask” box, which lists related questions to the original search query.
Almost all clicks from searches go to organic, unpaid search results, which is why interest in Search Engine Optimization (SEO) has been growing. The higher a page is ranked on the SERP, the more clicks it typically receives. In fact, the top-ranking position typically receives ten times more clicks than the tenth ranking.
Google relies on hundreds of ranking factors to determine rankings, but these can be divided into off-page SEO factors and on-page SEO factors. Off-page factors include backlinks to the page, while on-page factors include keywords, content and meta tags. On-page factors also affect the appearance of the search results, including the URL or breadcrumbs, the title link, and the description.
Paid search results are another type of listing that can appear on a SERP. Google Shopping Ads are displayed for e-commerce stores advertising physical products. SERP features are the third type of result seen on a SERP. They are anything that isn't a regular organic or paid search result and are meant to provide users with the right information at the right time in the format that is most useful.
Some of the most common SERP features include Featured Snippets, People Also Ask boxes, Knowledge Panels, Local Packs, and Google Flights. Featured Snippets are highlights that Google takes from a single webpage to summarize important information. People Also Ask boxes are shown for keywords with commercial or informational search intent. Knowledge Panels appear when searching for entities in Google's Knowledge Graph. Local Packs display information about nearby businesses and organizations, and Google Flights are featured for flight-related search queries.
Understanding the different SERP features and how they can affect click potential is essential for businesses looking to improve their online presence. By analyzing the unique challenges and opportunities presented by specific SERPs, businesses can devise a comprehensive SEO plan that increases visibility and drives traffic to their website.
SERPs are a crucial component of any online marketing plan. Understanding how they work, what appears on them, and how rankings are determined is vital for businesses looking to increase their online presence.