Definition of a SERP
A Search Engine Results Page (SERP) is where search engines show results after a user enters a query into an engine such as Google. Such as the example above. This is where websites want to be shown when a user searches for related keywords.
SERPs can include text-based links, ads, images, videos, and other features. These features improve click-through rates, boost brand credibility, and increase conversions.
Types of Search Results
Organic Search Results
Organic results are determined by Google’s complex algorithm (with 200+ ranking signals). A standard organic search result snippet includes the title, URL, and meta description. Google will also sometimes add features to specific organic snippets, such as published dates or site links from related words. Organic search results are not paid for.
Paid Search Results
Paid search results are marked with a small “Ad” or “sponsored” icon in the top left corner of their snippet. Ads appear on 51.61% of page one SERPs, with an average of 3.10 ads per page. Agencies can bid for these adds per click, PPC, meaning pay per click. This is usually the first thing a marketing agency will suggest when approached by a client.
Paid search results allow businesses to put their ads directly in front of a specific audience with the key words the website has chosen.
Key Features of a SERP
What is a SERP Feature
SERP features are elements of the page that aren’t traditional organic search results (those blue links), instead they provide additional and related information on the search query. SERP features are increasing every year and are driving out traditional organic search results (but it’s not a complete loss).
Common SERP Features
AI Overviews
An AI Overview is Google’s new AI-powered search feature that provides summarised answers directly on the search results page. It synthesises information from multiple sources to deliver quick, conversational responses without users needing to click through to individual websites. But, all is not lost, they do have 3-6 websites linked off to the side detailing where the information came from. Meaning that if you’re in an AI Overview, you’re automatically pulled to the top of the SERP.
Featured Snippets
Featured Snippets are a short section of content pulled from a webpage or video relevant to the search. 12% of all SERPs have a Featured Snippet.
These snippets are both a threat and an opportunity, as they can push organic results down the page but also provide a high organic click through rate (CTR).
People Also Ask
This is a box that appears in the search results, displaying a list of questions related to the user’s search query. Each question can be expanded to reveal a brief answer, helping users explore related topics. This feature is helpful when a user is collecting data or research.
Reviews and Ratings
Reviews and Ratings are displayed alongside product listings or service pages, showcasing user-generated feedback in the form of star ratings and written reviews. They provide valuable insights into the quality and popularity of a product or service and encourage a potential purchase or conversion.
Knowledge Graph and Knowledge Panel
Knowledge Graphs and panels usually show up on the right side of the organic results and provide ‘baseball card’ statistics for a company or important person, scraped from hand-picked sources across the web.
Local Pack
For agencies and businesses serving specific geographic areas, appearing in Google’s Local Pack is crucial. This feature highlights businesses on Google Maps along with key details like reviews, contact information, and operating hours.
Niche SERP Features
Local Packs
Local Packs show up for local searches, such as ‘supermarket near me’ or “coffee shop Macclesfield’. They can also appear when Google feels that a ‘normal’ search needs a few local results, such as petrol prices or motorway traffic.
Video Carousel
Video results usually show up as a pack of 3 videos with a carousel to see more. 88% of video results are pulled from YouTube.
Importance of Understanding SERPs for SEO
Understanding SERPs is important for businesses and marketers to increase their online visibility, drive more traffic, and improve their search engine rankings.
SERP features can put your website in prime position on these pages and make your content one of the first users see after searching, meaning it is ranking higher.
Increased visibility can dramatically increase traffic to your website, as users often want to know more about a certain subject or product related to their query.
