To develop an effective search engine optimization strategy, it is important to know the basics of how search engines work. WSI outlines the anatomy of a SERP so that you know how it works in line with SEO and other search marketing tools. In this ever-changing and rapidly developing
What is a SERP?
SERPs, or search engine results pages, display a variety of results based on keyword terms that users enter in a search engine. Search engines typically customize the user experience for each individual by presenting results based on factors like the user’s physical location or browsing history. Every SERP is unique, even for search queries performed on the same search engine using the same keywords. Considering that the majority of website traffic comes from search engines, SERPs are understandably significant for digital marketers.
Four Components of a SERP
1. Paid Ads
Paid search ads can be found at the top and sides of the page. These paid ads are marked as such, but they can still be highly effective due to their position within the page. Users will only see ads that are relevant to their searches based on an association with select keywords. Ads are sorted on the page using a number of key factors, including the bid for the ad, the quality of the landing page linked on the ad, and the quality of the ad itself.
2. Local Results
Local optimization is especially important for businesses with a physical storefront. Local results with ratings and reviews will typically appear at the top of the page, alongside an address and map icon when users search for specific terms. One way to ensure that your business shows up in these results is claiming your business’s Google listing through Google My Business and updating it with current information about what your business has to offer.
3. Organic Search Results
Organic search results will contain a website’s URL and title, meta description of the site or individual page, and specific site links. Ideally, your business should rank high up in organic search results, since most people will only look at a SERP for a matter of seconds. An effective search campaign will have organic and paid results working hand in hand.
4. Related Searches
Search engines may recommend further searches based on specific keywords, and these may be helpful in refining a person’s search with related keywords and terms that other users have searched for.
Why SERPs Matter
The majority of website traffic comes from search engines – 64% attributable to organic search results alone. On Google alone, there are more than 40,000 searches processed each second, translating to about 3.5 billion per day worldwide. Clearly, consumers rely heavily on search engine results to determine the decisions and purchases they make each day. Knowing more about what a SERP displays can help you implement strategies to improve your position on these pages. The WSI team can identify the right solutions for your business to help you stay visible and see more conversions through search engine results. Contact a WSI Internet Marketing consultant today at (610)650-0227.