What is Search Engine Results Page (SERP)?
A Search Engine Results Page (SERP) is the list of web pages a search engine returns in response to a keyword query. Search engines deliver SERPs when users search for specific keywords related to their query. Search engines use algorithms to crawl the web and generate lists of web pages that best match the user’s search query. A SERP can also include other types of content, such as images, videos, news articles, and advertisements.
The higher a website ranks on a SERP, the more likely users will click through to it and consider its content relevant enough to visit or purchase something. Search engine optimization (SEO) is a way for websites to improve their visibility on SERPs by utilizing keyword research, link building, page optimization and other strategies. Using these tactics, websites can increase their chances of appearing at the top of SERP results, thus improving their traffic and conversion rates.
What are the components of SERP?
A Search Engine Results Page (SERP) includes several components converging to deliver relevant search results to users. These components include organic listings, sponsored ads, videos, images, and knowledge panels.
Organic listings are web pages that appear at the top of the SERP based on their relevance to the user’s query. Search engines use algorithms to match websites with keywords to determine which pages should appear at the top of the SERP. Search engine optimization (SEO) can improve a website’s visibility and increase its chances of appearing in organic listings for relevant queries.
Sponsored advertisements also appear on SERPs when a user performs a search query. When companies purchase ads from search engines, they often appear as sponsored ads or featured snippets at the top of SERPs for relevant queries. These ads are usually labelled as “Ads” for transparency purposes, but they still provide useful information and links to sites that may be helpful for users.
Videos, images, and knowledge panels also play an important role in delivering relevant content to users on a SERP. Videos are often listed at or near the top of a SERP if they relate to the user’s query. At the same time, images add visual context and further enrich the user experience when searching on a Search Engine Results Page (SERP). Knowledge panels provide quick facts about topics related to a user’s query and help users quickly find more detailed information about topics they may be interested in learning more about.
- Organic results driven by SEO.
- Paid ads drive by pay-per-click advertising.
- Local listings.
- Knowledge graph content.
- News articles.
- Products for purchase.
- Suggestion for search
What are the new elements of SERP?
Recent years have seen SERP evolve to include various new elements, such as carousels, knowledge graphs, and featured snippets. Carousels are rotating horizontal banners allowing users to explore related topics without additional searches. Knowledge graphs contain detailed information about a particular topic or query. Featured snippets are short answers or summaries displayed at the top of the SERP and provide users with quick and relevant information. Additionally, many SERPs now also include related questions sections and local packs.