What does SERP mean?
SERP means in English Search Engine Result Page or Search Results Page. It is neither more nor less than the page resulting from a search performed in a search engine such as Google, Yahoo! or Bing. This local rank tracking service is use is to abbreviate the word “search results page” or “search results”. It can be used, for example, in the following way:
- My page appears well positioned in the SERPs
- Google made a change in the way to show the SERPs
- I want to measure the ranking in the SERPs of my site before keywords.
SERPs are the abbreviation of “Search Engine Results Pages” and means Searcher Result Pages. It is neither more nor less than what results from having done a search in a search engine, such as Google, Yahoo or Bing. However, nowadays the search engines have been perfecting their results and the text links are only a small part of the SERPs, because after conducting a Google search, we obtain a variety of types of results, among which we find pages web, videos, images, local pages and social networks. This combination of content is what we call Blended Search or Universal Search (also called “Google everything” by Google).
Types of page results
There are different types of content that you can see in the SERPs, here are the most important:
To be in the top positions you must do a good job of Search Engine Optimization and optimize the Page Title and Meta Description since it will be what users will see. On the other hand, rich snippets are also an important element when talking about this type of content. These are the lines of text and images that appear below each of the search results, as a brief summary of what is inside that website and service to give users an idea of what they will find when doing click on it
You can also see some news related to the topic you have searched. In fact, this is one of the few, if not the only, ways to reach the top positions of the search engine in a matter of hours and without paying for it.
In the event that your search is related to a local business, such as a hotel, restaurant or any type of physical business located in a city, you will see results related to it, in the Google Maps service. These results get great visibility and a very high percentage of clicks … so if you have a local business, I recommend that you create a Google Plus account to start out with this type of SERPs.
The images play a very important role in the search engine, since you can position with them, and thanks to it, get new visitors to your website. But for Google to take your images and index them into the search engine, it is important that you include the ALT attribute in each of them.
It is common for Google to include Youtube videos in search results, in fact, they are taking more and more prominence in Google searches. It is the best local rank tracking service. I will recommend an article for you to read, which explains how to do SEO for YouTube.
Types of SERP
Although sometimes it is difficult to differentiate them, there are two types of SERP or search results. On the one hand, there are the organic results, and on the other the results paid. Organic results work through SEO (Search Engine Optimization), while paid results or paid advertising work through the SEM (Search Engine Marketing).
As you can see in the image above, the paid results are located at the top and bottom of the SERP. They are managed through the advertising platform Google Adwords, which as we have seen is known as SEM. These results look very similar to organic ones but differ from them because they are accompanied by the word “ad” next to the destination URL. It is difficult to explain briefly how advertising works in Google , but for you to have a general idea, you should know that it is managed through an auction system where the positions (SEM) are decided by two general criteria: the quality level of the ad that you have written and the economic aspect, the CPC (Cost per Click) that you are willing to pay for your keywords.
The organic results, as we have said before, are governed by SEO. SEO is a discipline in constant change and movement since the criteria that govern it, besides being many; they change constantly. Despite this, we could say that two of the fundamental factors that positively influence the SEO of a website is its relevance and authority.
Rich Snippet or rich formats
The Rich Snippet, also known as enriched formats, appears on some occasions highlighted in the SERP on organic results, to give a direct response to specific queries. They are a relatively new and untapped format since they were introduced by Google in 2013. Since then they have not stopped evolving and their importance has not stopped growing. Through Rich Snippets, Google highlights one of the results above the rest and offers detailed information on various topics such as recipes, people, articles, mathematical formulas, products … offering in each one different information. The plugin ” All In One Schema.org Rich Snippets ” will help you implement the Rich Snippets in your WordPress because for Google to interpret the content and highlight it as such, it needs special labelling and marking; known as structured marking.
In case you use a different CMS and want to try to highlight part of content through an enriched format to your web, Google has a guide on the structured markup that you must make and also a test tool so you can check that the data is correctly structured. If you are one of those people who prefer to avoid code, Google also has a data highlighter so you can enter structured tags from Search Console without typing a single line of code.