SERPs are defined as “Search Engine Results Page”, and perhaps it is more difficult to pronounce than what they really mean. They are simply the first 10 results returned by Google or any other search engine after a search.
And so yes, they are basically those first pages that appear in Google, Baidu, or Bing, etc. In this article we will discuss the types of SERPs and how to make them work properly.
Contents
Types of SERPs
There are two specific types of SERPs, which are:
- Paid: Paid SERPs are those results that appear before the organic ones, and are always marked with a small title called “Ad”. This positioning strategy is called SEM. Although it might seem easy to stand out in the first place using SEM, you also have to implement certain Google ads techniques to appear in the first results.
- Organic: The organic SERPs are the listings that appear due to the clean and transparent work that the web has had to reach the first position. This positioning technique is called SEO and basically is to implement certain strategies to naturally reach the first places in the search engine.
Types of content in SERPs
- Images: Images are part of the content shown in the SERPs. Most of the photos that appear in Google are already embedded in the content of a page or blog. However, in the image bank that it recreates, it shows them without content, ideal for downloading.
- Website: Websites are in charge of storing interesting content, which is why they are the stronghold of the SERPs. On this depends the organic results that will appear in the first positions after a search.
- Maps: SERPs is also shown through Google maps, since, when you request an address, it sends you directly to them.
- Videos: Although Youtube has its own search algorithm, it is also shown in the first places of Google. According to a specific search made by users.
- News: News are other one-off results displayed by the SERPs, and which are obtained after a specific search.
- Social networks: Each social network has a different algorithm, however, from time to time they also appear in Google results.
- Local pages: Local pages occupy a very important place in the SERPs so they are ideal for positioning. Especially when you have a business and the intention is to appear in the first position.
- Products: After an item search, Google displays its product index in a way that provides the ideal search result. And this is thanks to Google Shopping.
How are SERPs displayed?
The results that are taken into account by the SERPs are those that are very well worked with optimization strategies, both paid and organic. Content marketing plays a key role here. Because keywords are evaluated, but also the quality of the pages and images.
There are many specialists in this area who strive to perform valuable content marketing, so that the web can stay in the first places. So they generate successful strategies in Google Ads and SEO.
These two aspects are fundamental for optimization, and for this it is essential to apply techniques, which of course are different, but generate the same results. SEO and SEM are the results generated by the SERPs, one is organic and the other is sponsored, but they provide the same benefit.
However, it also depends on the searches performed by the user, since organic results usually offer informative content. But, sponsored results often focus on transactional content. There are commercial searches and informational searches, the SERPs will return the corresponding results for each search.
What must be done to appear in the SERPs?
Understanding that SERPs handle two types of results, companies should choose to work on both. Since many times you want to sell, to also offer valuable information.
To position organically, it is essential to apply content marketing accompanied by SEO techniques. To do it in a paid way, it is ideal to carry out campaigns through Google Adwords. Both forms of results in the SERPs require work and strategies to pay off.
Why working only the text is not so correct?
Nowadays, Google shows combined results, and depending on the search, it takes users directly to what they are looking for. That is to say, if the user wants an image, it directly shows the image bank. And so on with each specific content.
That is why it is necessary to make a double effort to appear in the SERPs, and working only the text does not guarantee to be in the first places. That is why images, videos and visual elements that accompany the content are important.
What techniques can be implemented to appear in the SERPs?
There are different techniques that can be applied to appear in the SERPs, however, the ones that stand out the most are SEO optimization strategies and Pay per Click. SEO techniques consist of on page techniques, such as keywords, URLs, internal links and content quality, etc.
Pay per click is the payment option, where advertisers pay for the amount of clicks an ad has on the web.
Both techniques are ideal to appear in the SERPs and provide very good results, however, it is important to know the objective of the website to choose between one and the other. Since, organic results allow to have a better relationship with the public and reduce the company’s expenses.
Pay per click allows brands to become known in a short period of time and obtain a greater number of users or customers.
Many companies choose to apply both positioning techniques, however, it depends on the purpose and purpose they have.
Importance of SERPs for SEO
The results that appear in the SERPs are basically in charge of inviting the user to click on the page, that is why the information must be attractive and attract their attention.
These results are composed of three fundamental elements, which are the title of the page, the description of the content and the address of the page.
Each of these elements are important for the SERPs, so you should work the keywords in the title and in the meta description.
Characteristics of SERPs
The SERPs have features that must be worked very well to achieve the best results.
These are:
- Meta description or result descriptions: Usually the meta description is composed of 150 to 300 characters. This is a good length to place an attractive text that attracts the attention of Internet users. To elaborate a good meta description, it must contain the keyword, as well as a subtle or active call to action.
- URL: URLs definitely always give something to talk about, and these must also be worked on so that they can appear in the first results of the SERPs. Therefore, it must be sufficiently legible so that users can understand it. But it must also include some elements so that the search engine can optimize it. Separators, keywords, the use of lowercase letters and hyphens are those factors that will help to improve the positioning in the SERPs.
- SEO title: The SEO headline or meta title is quite important, and is usually taken from the HTML title, which should contain a length of 50 to 60 characters. In addition to including the keywords and also the brand name.
User intent and behavior is important
Although it may not seem relevant, user behavior is very valuable when positioning in the SERPs. This is thanks to artificial intelligence, which studies in detail which are the searches that users perform the most. Therefore, it positions the most searched and relevant.
That is why the application of digital marketing and SEO strategies should be focused on the tastes of users. For this there are many tools that help to find or detect the most frequent keywords.
Another fundamental aspect for the SERPs is the time the user spends on the website. Because Google or any other search engine will understand that this content is valuable and will position it.
How to make SERPs work?
To appear in the SERPs, the reputation of the web page must be taken into account, that is to say, the keywords must be placed very well in the URL, in the meta description and in the title. A very well designed URL, accompanied by a good meta description and a title will favor the positioning in the SERPs.
Mobile search is also a factor to be taken into account when positioning in the SERPs. Since users, for the most part, perform searches through smartphones. Therefore, mobile searches should be focused on.
Structured data to improve SEPRs
Structured data is very important for Google, because it is used to know the page and classify its content. Therefore, it is ideal to add this markup for Google to show it even above the competition.
Structured data are codes that are placed within the page, such as rating elements, suggestion of similar items on the same page. And visual elements, among others
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