Search engines play a pivotal role in connecting people with information, and businesses with potential customers. Among the types of search engines available, Google stands out as the dominant force, driving 93.12% of all search queries as of May 2023.
The Search Engine Results Page (SERP) is the page that search engines display in response to a user’s search query. It is the interface that presents a list of relevant web pages, along with other elements like ads, featured snippets, images, videos, and additional information, to provide the user with the most useful and comprehensive search results.
As a business owner, it’s crucial to understand how Google’s SERP works and how to navigate its various elements to maximise your online visibility. In this blog post, we will delve into the world of search engines and provide you with a quick guide to Google’s SERP, empowering you with the knowledge to strategically and effectively appear on this influential platform and reach your target audience.
Search Engine Algorithms & How They Work To Generate SERPs
Search engine algorithms are intricate sets of rules and calculations used to determine the relevance and ranking of web pages in response to a user’s search query. These algorithms are the backbone of search engines, ensuring that users are provided with the most accurate and useful results.
At their core, search engine algorithms analyse various factors to assess the quality and relevance of web pages. When a user enters a search query, the algorithm processes the query’s keywords, context, and user intent. It then retrieves relevant web pages from its index and assigns a rank to each page based on its perceived relevance.
Search engine algorithms evolve over time to adapt to changing user needs and combat spammy or manipulative practices. Updates like Google’s Panda, Penguin, and Hummingbird have introduced improvements in content quality, penalised unethical tactics, and focused on delivering more conversational and context-aware results.
Crawling is the process in which search engine bots systematically browse websites by following links, discovering new pages, and fetching their content. Bots start from a seed URL (such as the homepage) and then traverse the website by following links from one page to another. During this process, they visit each page, analyse its structure, and extract relevant information such as text, images, and metadata. The bot’s goal is to collect as much data as possible to understand the website’s content and context.
Once the bot has crawled a web page, the extracted information is stored and organised in the search engine’s index for ranking on the SERPs.
Breakdown of a Standard SERP
A standard SERP typically consists of several key components:
Organic Search Results:
The organic search results make up the main portion of the SERP. These are approx. 10x web pages per page that are deemed most relevant to the user’s search query based on search engine algorithms. Each organic result usually includes a title, a brief snippet of the page’s content, and a URL. These results are displayed in a ranked list format, with the most relevant results appearing at the top.
Paid Search Results (Ads):
Adjacent to the organic results, you will often find paid search results, also known as ads or sponsored listings. These are typically labeled as “Ad” or “Sponsored” to differentiate them from the organic results. Advertisers bid on specific keywords, and their ads are displayed when relevant searches occur. Paid results provide businesses with a way to increase visibility and reach a targeted audience, but they are separate from the organic search rankings.
Featured Snippets:
Featured snippets are concise answers or summaries extracted from web pages that Google considers highly relevant to a specific query. They appear at the top of the SERP, above the organic results. Featured snippets aim to provide users with quick answers or solutions without the need to click through to a specific website. These snippets can take different formats, such as paragraphs, lists, or tables.
Knowledge Graph:
The Knowledge Graph is a database of structured information that enhances search results by providing additional information directly on the SERP. It appears as a box on the right side of the SERP and offers details about people, places, events, and more. The Knowledge Graph aims to provide immediate answers and context to users without requiring them to visit external websites.
Image and Video Results:
For searches related to visual content, the SERP may include image and video results. Image results typically appear as a grid of thumbnails with links to the source pages, while video results often include a video player for direct playback. These results allow users to access visual content relevant to their search query.
Local Pack:
When users search for businesses or services with local intent, the SERP may display a local pack. This pack includes a map with marked locations and a list of nearby businesses relevant to the search query. Local packs provide essential details such as ratings, reviews, addresses, and contact information, helping users make informed decisions about local businesses.
Related Searches:
At the bottom of the SERP, you’ll find a section of related searches. These suggestions are generated based on the user’s original search query and can be valuable for refining the search or exploring related topics. Related searches help users discover additional information or alternative search terms related to their initial query.
How Do I Get My Website Ranking On SERPs?
As the primary real estate on SERPs is organic search, getting your website to rank involves implementing effective search engine optimisation (SEO) strategies.
SEO involves various techniques such as keyword research and mapping, on-page optimisations, and quality content creation to increase your website’s relevance and authority to your particular target user.
SEO experts use a variety of tools to create strategies, analyse data, and perform ongoing optimisations to maximise businesses’ online presence across SERPs. Here’s how these tools are typically used:
Keyword Research Tools: SEO experts use tools like Ahrefs or Google Keyword Planner to identify relevant keywords and search terms. These tools provide insights into search volume, competition, and related keywords, helping experts choose the most valuable keywords to target.
SEO Auditing Tools: Tools like Screaming Frog provide comprehensive website audits, highlighting issues like broken links, duplicate content, or missing meta tags. SEO experts use these insights to optimise on-page elements and improve overall website health.
Analytics Tools: Tools like Google Analytics and Google Search Console provide valuable data on website traffic, user behavior, and search performance. SEO experts analyse this data to understand user engagement, keyword rankings, and identify opportunities for optimisation.
Content Optimisation Tools: Content optimisation tools provide recommendations for keyword usage, content length, readability, and other factors that impact search engine rankings.
Rank Tracking Tools: SEO experts use rank tracking tools to monitor keyword rankings across SERPs. This helps in measuring the effectiveness of optimisation efforts and identifying areas for improvement.
Competitor Analysis Tools: Tools like SEMrush and Ahrefs provide insights into competitors’ online strategies, keywords they rank for, and their overall performance. SEO experts use this information to identify competitive opportunities and refine their own strategies.
Additionally, pay-per-click Google Ads complement SEO efforts in gaining further real estate on SERPs.
Need To Chat About Getting Your Business Seen Online?
Google’s SERP is a powerful and user-focused interface that aims to deliver the most relevant and helpful results for any given search query. By keeping up with Google’s evolving algorithms and updates, you can stay ahead and leverage the SERP to its full potential, whether as a user or a business seeking greater online visibility.
If you’re not sure how to get your business on the SERPs, chat with a specialist! At 5 Twelve, we have a specialist in both SEO and Google Ads, creating collaborative strategies to achieve ongoing results for businesses of all sizes. Book a strategy session today.
