What is SERP and how does it work? || LN-TECHINFO

In simple language, SERP is called those Webpages that Search Engines show when you search for a keyword. Major Search Engines typically display three types of lisings in their SERPs:

Listings that have been indexed by the search engine spider

Listings that have been indexed by a person in the directory of the search engine

Listings for which you have been paid to list them in Search Engine

The full form of SERP is "Search Engine Results Pages". Those who do not know this Term SERP is an acronym. So whenever you create a Google query, then the pages that you see in search results are SERP.

Your rank is also known as Page Rank in SERP. So it is obvious that if your page rank is high then automatically they will show in the first pages of search results. And by which more people will come to your website on their own and the impression will increase on your site.

It has been found from the statistics that more than 75% of the people do not go beyond the first page while searching. So it is a legitimate thing that it becomes so important for anyone to come to the first page.

Search Engine Results Pages: What it is and how it works?Search Engine Result Pages are web pages that are served to users when they search for something online, with the help of Google like Search Engine.

When users enter their Search query (where they mainly use specific terms or phrases also called keywords), in turn Search Engine provides them with SERP.

All SERPs are unique, even if they are not done in the same search engine by using the same keywords and search queries. This is because all search engines virtually present their results according to their user's experience.

Which depends on many factors such as user's Physical Location, browsing history and social settings. The two SERPs may look similar but they also differ.

The appearance of SERPs constantly changes as Search Engines like Google, Bing and other Search Engines Providers try to provide even better results to their users. They are constantly changing their Search Technology, so today's SERPs are quite different from their former SERPs.

Organic ResultsThere are mainly two types of content in SERPs - "Organic" results and Paid Results. Organic Results are called web pages that appear according to the Algorithms of Search Engine’s.

SEO professionals who specialize in optimizing web content and have a big hand in ranking the website, they work more on these organic results.

Some SERPs show more organic results than others, because different searches have different intentions. Mainly three primary types are Internet Search:

InformationalNavigationalTransactional

Informational searches are called searches where the user feels that they will get information on any topic. There is no point in placing ads in this type of SERP as they are of low commercial intent. People will not come here to buy anything.

Navigational queries call them where users want to locate a specific website through their search. In this case it can also happen that the user does not know the URL of a website correctly and he is trying to trace it from the search.

Finally, transactional searches are called where Paid results are mainly displayed in SERP. Transactional searches have high commercial intent and it is almost certain to have some such keywords like "buy" in the search query, which creates a desire to buy something in the minds of the users.

Paid Results

Unlike Organic Results, Paid results are paid to show results in search by Advertisers. If we talk about earlier, then Paid Results used to be very small earlier, mainly text based ads. Those are displayed above the organic results.

Therefore, Paid Results can be used only by those who have money available for investment. These are very expensive compared to organic results.

SERP's Popular Features

Here I am going to discuss some very popular features of SERP with you, about which you were probably unaware till now. So let's know about them in a good way.AdWords (Bottom)Description

Traditional AdWords ads come in many types, but the most common type of all of these is that of the top and bottom, top and bottom organic results of the left-hand column. In all Ads, Colored Lebel is next to them.

Obtainability

"Ads are mainly ranked how relevant they are and how useful they are for those people who are searching for them. It depends only on these few reasons.

AdWords (Top)

Description

Traditional AdWords ads come in many types, but the most common type of all of these is that of the top and bottom, top and bottom organic results of the left-hand column. In all Ads, Colored Lebel is next to them.

Obtainability

"Ads are mainly ranked how relevant they are and how useful they are for those people who are searching for them. It depends only on these few reasons.

Featured Snippet

Description

Whenever Google needs an answer to a question and which is not located in the core knowledge graph, then it attempts to find the same answer in the index.

It happens that an organic result of a special class is prepared, where the information is present after extracting information from the Main Target Page.

Featured Snippets have higher CTRs than regular organic results.

Obtainability

Featured Snippets, most of the people live everywhere:

It is often placed on the first page of SERP.

In this, content is extracted from the main page, which correctly answers the query from anyone.

It is more important for those pages that have already been ranked 1-5 of any search query.

Image Pack

Description

Images Packs are called those results that show on the Horizontal row of an Images Link, and which if clicked, you will get Google Image Search.

Images packs can be seen in any organic position.

Obtainability

Image Packs are called special results that appear only when a specific Searches are searched and the visual content is the most valuable.

They use more ranking rules than the core organic algorithm.

With Image Content, it is recommended that some best practices should also be followed, such as:

Descriptive file nameDescriptive alt textHuman-readable URLOptimized image sizeTitle attribute includedIn-Depth Article

Description

For any broad and ambiguous terms, Google returns a block of an "in-depth" article that is almost indistinguishable compared to organic results.

They follow different ranking rules that differ from core organic results and are dominated by large publishers. Each block has three articles and occupies an organic position.

Obtainability

In-depth articles predominantly win only large and high authoritative publishers. Which have some special characteristics:

Long-form content (2000-5000 words)

Schema article markup

Authorship markup

Unique, high-quality writing

Knowledge Card

Description

Knowledge Cards (which are part of the Knowledge Graph) cover a very large ground, from semantic data human-edited sources to semantic data that is extracted from the Google Index, and also private data partnerships.

They mainly appear at the top of the SERP in Desktop Search.

Obtainability

All Knowledge Card results are either based on human-edited data or they appear on the basis of the results of data agreements with partners.

For this reason, appearing in the Knowledge Card is a very happy thing for any site.

It is very important to know that which keywords have been affected by the keyword Knowledge Graph because knowing this will make it easier for us to prioritize the keywords, besides it will also be convenient to know how Google stores the entity data.

Knowledge Panel

Description

Like Knowledge Panels (aka Knowledge Graph) Knowledge Cards, Semantic data is extracted from many sources such as human-edited sources such as WikiData, with which data is also extracted from Google index and with it private also from data partnerships.

They mainly appear to the right of the SERP in Desktop Search.

Obtainability

All Knowledge Panel results are either based on human-edited data or they appear on the basis of the results of data agreements with partners.

For this reason, appearing in the Knowledge Panel is a very happy thing for any site.

It is very important to know that which keywords have been affected by the keyword Knowledge Graph because knowing this will make it easier for us to prioritize the keywords, besides it will also be convenient to know how Google stores the entity data.

Local pack

Description

The SERP always contains the keywords that Google thinks are Local Intent Mezhud in a Local Pack where the three most important physical location selected by Google is kept.

This feature always dominates the SERP in mobile.

Obtainability

Local SEO has changed a lot in the last few years and right now Local Features is evolving very soon. If you also have a local business, then you also have to get familiar with Google's Local Space soon.

Local Teaser Pack

Description

Just like a local pack, a three pack local business result remains mehjud which is shown in the map, along with it some additional information is also given in it like opening time, reviews, images etc.

Obtainability

Local SEO has changed a lot in the last few years and right now Local Features is evolving very soon. If you also have a local business, then you also have to get familiar with Google's Local Space soon.

News box

Description

Time-sensitive and newsworthy topics can generate a block of results through Google News. Ever since the "in the news" update came in 2014, since then many sites are being able to rank in the news block.

Obtainability

Getting results from Google News is a very different process, which is very different from Organic results.

Related Questions

Description

The Related Questions Card algorithmically-generated questions show that Google thinks they are related to Search.

All the questions expand as if those features are Snippet. Related questions are mixed with Organic Results and their location can vary in SERP.

Obtainability

Related questions may appear as if they are related to Featured Snippets in some way. In most cases:

Related questions are also called keywords with Featured Snippets

The winner of the related question, who is the winner in Featured Snippet, is also called the winner.

You may see a small CTR bumps by winning in the related question. But related questions helps us a lot in finding featured snippet keyword opportunities.

Reviews

Description

Review stars and rating data are sometimes displayed for products, recipes, and other relevant items as well. Review / rating data is always shown between the Destination URL and Snippet.

Results that have a better rating have higher CTRs.

Obtainability

Google's rules on which the stars depend on the results have not been published yet, and they differ according to the industry. But at least it is necessary for Schema Markup to be on the page for review.

Shopping Results

Description

Paid Shopping results or Product Listing Ads (PLAs) which are used to sell products directly, they contain very rich information, such as images and pricing.

Obtainability

Shopping is also Paid placement like AdWords.

Whether you are in Paid search business or not, but it is a very good thing to know when you are competing with Paid results for organic results.

Site Links

Description

Whenever someone searches for the exact domain, Google always displays an extended pack of 10 site links. In this full pack, 5 organic positions that dominate the SERP remain mehjud.

Site Links can help your site in some ways:

Generating high CTR from SERP

By bringing the users to the page of their need as soon as possible

Obtainability

Three main reasons that drive Site Links to appear in the SERP:

1. Type of query - Site Links that appear mainly on branded terms
2. Site traffic - Site links that mainly appear in large branded sites with higher traffic
3. Implementation of Search Action anchor markup on your site

Tweet

Description

Since 2015, Google has started directly displaying tweets in SERP, which is displayed in mixed with Organic Results. Unlike Google+ results, personalization has no effect in Twitter.

Obtainability

Twitter's results are not organic in the general sense, but they definitely increase the visual presence of any brand in SERP.

Videos

Description

The thumbnail is displayed in video results (especially YouTube). They used to be true vertical before but they also appear to be more organic enhancement.

Obtainability

Video results only appear for a few keywords. It is very important to have a video schema markup at least on the page.

Hello! myself astha choudhary.thank you for showing your interest in this blog.