Remember the last time when you were searching for something on Google? And you were then scrolling through the results page by page? These pages with clickable links and results, leading you to certain websites and internet sources, were on a page that is known as search engine results pages (SERPs).
The following is the definition of SERP, as defined by one of Toronto’s best SEO company & services firms:
SERP stands for search engine results page, and it’s the page that lists results after users type a query in the search bar of search engines (notably Google). These search engines deliver a list of URLs related to the keywords entered Each of the listed URL is ranked on that page by means of Search Engine Optimization (SEO).
For each keyword or phrase entered, apt & appropriate web pages containing those keywords are ranked from the most relevant to the least relevant. The first search engine result page (SERP) is usually preferred by internet users due to its noticeability. It also gets the most clicks too. Though, search engines have multiple pages having a lot of results.
It depends whether users favor Google, DuckDuckGo, Bing, Yahoo, Ask, AOL, Baidu, Wolfram Alpha, Internet Archive or Yadex, the term SERP applies to all of them.
If you are running an organization and you have goals in your digital marketing plan, then you definitely want your organization’s website to reside in top position or in the first page for popular keywords, in attracting leads & customers, on the relevant search engines.
Categories of results in SERPs
SERPs have two main categories of results namely: Organic & Paid. Though organic search results make a large chunk of search results, search engine results are also paid for too.
Now let’s examine both categories of search results to help you understand them both effectively. It can also help you choose a much more effective approach.
Organic results are page listings naturally matching the authority factors, relevance and superiority of a search engine’s algorithms. The ranking algorithms assess online content with a range of values.
When considering Google as an example, know that it has over 200 ranking factors.
As the format shifts frequently on Google, organic text-based results typically hold around ten slots on the first page. The goal for SEO is achieving a prominent spot on the first page of SERP & avoid landing in the second or third pages (as users hardly go there).
Since organic results are parallel to Google’s complicated system, they need systematic efforts to gratify users. Making the search intent behind queries appeal sensibly helps generate improved rankings.
Search intent is defined as the reason a user searched for particular keywords (such as how to make money online). It falls in the following categories:
- Transaction based: The user is thinking about or is ready to make a purchase.
- Information geared: The user seeks to learn about a certain topic.
- Navigation centered: The users want to reach a predetermined destination or piece of information.