Business Digital Marketing SERP (Search Engine Results Page): what is it?

SERP (Search Engine Results Page): what is it?

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SERP or Search Engine Results Page refers to the page that is displayed on a screen following a request made by a user via a search engine. This is the page you want your site, blog, or web pages to appear on for your targets to find.

The SERP is in the form of a listing of links. Usually, it is accompanied by a short description of the page of the site pointed to by each link. How to distinguish the different types of SERP? What are the SEO challenges on the SERPs? We take stock in this article.

SEO

Understanding SEO allows you to have a clearer idea about SERP and the importance of appearing on the first web search results for a site.
The SEO or Search Engine Optimization is natural referencing. Its usefulness lies in optimizing the understanding of the content of a website. And also its quality and visibility in search engine results.

Besides the creation of a site, its optimization is the part that acts on its natural traffic. Certain things must be done to achieve this, such as establishment and implementation of an SEO strategy effective.

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Among the SEO criteria to take into account, there are:

  • The technique which brings together web design, web development, ergonomics;
  • content which includes text, videos, images;
  • popularity.

A site that has been created according to the rules of the art is gaining popularity. It offers various functionalities (buttons, sections, etc.). The content of its pages is interesting, their paragraphs are airy, their keywords are relevant, the images are crisp and clear, the videos are smooth, and the page loads fast. A well-referenced site finds its place in the SERP 1.

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SERP in SEO

Serp 1

SERP: what is it for SEO? A search engine such as Google first displays the SERPs whose content is able to meet the demands of Internet users. When an Internet user makes a request, a dozen links appear in SERP 1, each offering their answer.

The links that appear in SERP 1 are more likely to be clicked by Internet users. Again, a few studies have shown that only the first three links really grab visitors’ attention. This reason is more than enough to understand why the majority of websites do their utmost to appear among the first links in SERP 1.

The keywords used by Internet users for each request determine the position of a site. For example, various sites offer the sale of wicker coffee tables. The site that has inserted the words “wicker coffee tables” in the list of its keywords has a better chance of generating traffic. The number of clicks can lead to sales, hence the interest in appearing on the first page of results for merchant sites.

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The websites that appear in SERP 1 got about 33% of computer clicks. These sites are generally rated by degree of relevance by search engines like Google or Yahoo.

Serp 2

SERP 2 is the next page, even hidden, which also offers answers to Internet users but you will have to scroll to display this second page on your screen. It is the same for the display of SERP 3, 4, and so on.

serp

Elements that influence the display

Previously, all Internet users saw the same display orders for pages in SERP 1. The reason is simple: statistics were the only criteria used by search engines to rank websites. . Currently, other factors have an impact on the ranking, namely:

  • The device;
  • connected Internet users;
  • the localisation ;
  • browser history.

The display of a site depends on the device used. Mobile phones, for example, show different results depending on the searches performed. Google tends to display optimized websites on smartphone screens.
When you make a query through your account, Google is more likely to show results related to your previous connections to help save you time. However, new results may appear if you have configured your data to protect them.
Your location also has an impact on web search results if you have enabled the geographic location option on your device. SERPs will automatically match your location.

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Warning: if the cache has not been emptied, cookies from the browsers you have used will be automatically requested by Google. Your interface will thus display the queries of your old searches.

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SERP: functionalities via Google

Google is one of the search engines that continues to innovate in the way it displays its pages in order to attract the attention of Internet users. Among the changes you can see is global research. And also the local results and the knowledge graph.

A news-related search allows Google to provide recent results through Google News. This will give you a block of results that is usually displayed at the top of the page if the query is global.

Local results refer to specific locations. The block of local results displayed by Google can be implicit (the search is local, example: French pastry chef) or explicit (presence of a partial or full address, example: Venice restaurant).

Classified by search engines according to different factors, SERPs can change according to the search algorithms performed. In order to avoid spam, search engines like Google do not disclose their algorithms. Websites can react in order to appear in SERP 1, and even among the first three links of this first page. To achieve this, just follow Google’s instructions on best SEO practices.

SEO is one of the ways you can put the odds in your favor. And thus stand up to your competitors whatever your activity.

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