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SERP - Benefits, Uses, And Key Features


SERP (Search Engine Results Page) is the first thing you see when you enter a search term into your preferred search engine. A Google SERP, for example, refers to the engine's first response to whatever your search is, and a higher SERP ranking can result. It usually includes both organic and paid results and provides more specific and focused answers to your questions.

Let's go over the main SEO SERP features and how you can tailor your own content to appear on the first page that users see when they search the web.

How SERP Features Impact Ranking

What Is A SERP?

"SERP" stands for "search engine result page," and it refers to the page that appears on a search engine after a term or query is entered. These pages may contain a mix of organic and paid results, with advertisements typically appearing at the top. The search engine's algorithm curates organic results based on the website's perceived relevance to the search term entered.

COPYRIGHT_MARX: Published on https://marxcommunications.com/serp/ by Keith Peterson on 2022-05-26T16:18:38.937Z

Here's an example of a Google SERP for "Shift4":"SERP" is an acronym that stands for "search engine result page," which is the page that appears on a search engine after a term or query is entered. These pages may contain a combination of organic and paid results, with ads typically appearing at the top. Organic results are curated by the search engine’s algorithm based on the website’s perceived relevance to the search term entered.

Here’s an example of the SERP that appears on Google when you search “Shift4”:

Shift4 serp on search in google
Shift4 serp on search in google

As you can see, SERPs are now much more than a simple directory of relevant website results for any keyword, with structured data features that are meant to improve the searching experience. Even the results can include additional information, such as longer meta descriptions, star ratings, sitelinks, and product information.

The primary goal of SEO is to optimize your website's pages for high ranking on SERPs. In fact, 75% of searchers never look past the first SERP. If your website isn't on the first page, your chances of generating a lot of organic traffic are slim.

While the goal of SEO has always been to appear on the first page of search results, the method for doing so has evolved dramatically as search engines have evolved. Old SEO tactics simply don’t work anymore and may even do more harm than good to your ranking. There are also new features that your site needs to optimize for in order to take advantage of. A lot has changed, and continues to change, in the world of the SERP.

Best Google SERP Features

As questions became a more popular type of query, particularly with advancements in voice search, Google introduced an easy way for users to quickly find the answer without having to navigate to a website. Featured snippets, which appear in the first SERP position (even before rank 1 search results), are intended to provide searchers with specific answers to their question-formatted queries.

When a searcher enters a question as their search query, Related Questions panels labeled "People also ask" usually appear. The related questions are usually follow-up questions to the original query, providing more information to the searcher in the form of a drop-down list.

SERP People Also Ask "whar exactly is ecommerce?"
SERP People Also Ask "whar exactly is ecommerce?"

Knowledge Graph & Panel

When users search for famous people or organizations, Knowledge Graphs appear on the right side of a SERP. This SERP feature retrieves content and data from publicly available sources such as Wikipedia, the CIA World Factbook, and Wikidata.

When a user searches for a brand, Knowledge Panels appear in the same area of the SERP. A Knowledge Panel's content is derived from company websites, Google Maps, and/or business directories. Because this feature focuses on businesses that offer a service, reviews and ratings are sometimes visible in the card.

3dcart on google search
3dcart on google search

Local Pack

If you have a physical location, you must optimize for Local Packs. The Local Pack is a SERP feature that caters a list of locations that may be relevant to the search to users searching for establishments "near me." This frequently includes restaurants, hospitals, and any other commercial or travel-related establishment. Distance, prevalence, and relevance to the search query are the three main criteria for determining which businesses appear in a Local Pack.

Hotels los angeles CA on google search and maps
Hotels los angeles CA on google search and maps

Image Pack

Google delivers the Image Pack when users search for a query that is best answered visually. This SERP feature appears as a horizontal carousel of assorted image thumbnails, serving as a preview for more images related to the search query. Image Packs are especially useful for real estate companies, tourist websites, and any other organization that relies on visuals.

Images of shopping carts
Images of shopping carts

One of the more noticeable aspects of the Site Links feature is that it dominates the SERP, making your website's search result stand out and draw user attention. Suddenly, you're not ranking with just one URL; you're ranking with four additional URLs that lead to important pages on your site, increasing traffic exponentially.

Shift4 serp links
Shift4 serp links

Top Stories (News Box)

The Top Stories SERP feature, formerly known as the News Box, includes time-sensitive, trending news stories related to a search query. These stories appear on the SERP as horizontal cards at the top of the page, with the headline, publisher, and publication date displayed.

Understanding How SERPs Work Today

While SERPs continue to display the top search results, they have become more dynamic, implying that the work of an internet marketer has also become more complex. Today's SERPs are busier than ever, thanks to new SERP features like Featured Snippets and People Also Ask, as well as paid ads. Even a #1 ranking on page one, which every business used to strive for, isn't always enough to generate traffic — and that's really what ranking on SERPs is all about.

Fortunately, not all SERPs are as crowded as others, so there are still plenty of opportunities for #1 search result rankings to perform well. Those extra features, on the other hand, should not be overlooked. If you are successful in getting a piece of content listed as a Featured Snippet for a top search (often referred to a “Position 0”) in your niche, then there’s a great chance you’ll see loads of traffic pour in because of it.

People Also Ask

Why Is SERP Important For SEO?

The SERP is significant because the higher a company's website ranks, the more searchers will click on it. Our Omaha SEO experts recommend using relevant keywords, meta-tags, and descriptions, as well as backlinking strategies.

How Does Google SERP Work?

Google analyzes the text, images, and video files on the page and stores the results in the Google index, a massive database. When a user searches on Google, Google returns information that is relevant to the user's query.

Is SERP Income Taxable?

SERP distributions are taxed at ordinary income rates, but taxation is deferred until the employee begins taking withdrawals. SERP holders thus benefit from the accumulation of funds while avoiding tax erosion.

Wrapping Up

If your SEO strategy isn't constantly evolving to keep up with search engine advancements, it's time to make a change. What worked last year won't work forever, especially given how frequently Google updates their SERPs and introduces new ways for searchers to find what they're looking for. To ensure that user questions continue to lead back to your website, keep changing your strategy and introducing new ideas so that Google recognizes your brand as one to feature.

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About The Authors

Keith Peterson

Keith Peterson - I'm an expert IT marketing professional with over 10 years of experience in various Digital Marketing channels such as SEO (search engine optimization), SEM (search engine marketing), SMO (social media optimization), ORM (online reputation management), PPC (Google Adwords, Bing Adwords), Lead Generation, Adwords campaign management, Blogging (Corporate and Personal), and so on. Web development and design are unquestionably another of my passions. In fast-paced, high-pressure environments, I excel as an SEO Executive, SEO Analyst, SR SEO Analyst, team leader, and digital marketing strategist, efficiently managing multiple projects, prioritizing and meeting tight deadlines, analyzing and solving problems.

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