The abbreviation SERP stands for Search Engine Results Page. This refers to a search results page in a search engine. This is the page that appears on your screen after you, as an internet user, have performed a search query in, for example, Google or Bing.
In the world of online marketing, the SERP is of essential importance. The higher your website is listed on this page, the more visitors your site will attract. A higher ranking actually has a massive impact on the number of visitors your webpage can expect. Later in this article, we’ll explain how you can climb higher in the SERP. But first, read below to find out what parts actually make up a SERP.
What components make up a SERP?
Essentially, the SERP consists of two parts. On the one hand, there are the organic search results. These search results are ranked based on relevance—at least, according to the search engine in question. You don’t have to pay anything for any position in the organic results (sometimes also called natural search results).
The latter does not apply to the ads you typically see at the top or sometimes on the right side of the SERP. That’s because you do have to pay for such an ad. In exchange, however, you get one of the best possible positions on the screen.
When the search engine assumes you are looking for a product with a potential intent to purchase, images of that product often appear at the top. Brief information is also provided, such as the price, a mini-description, and the seller. If you click on it, you are taken directly to the relevant online store.
Other elements frequently seen on the SERP include a map (showing where a particular business is located), additional images, and “feature snippets.” A feature snippet provides a summary of the answer to your potential question, so you don’t necessarily have to click further.
Ranking Higher in the SERP: Here’s How!
There are numerous ways to improve your ranking in the SERP. These include the following:
- To be eligible for a listing in the SERP at all, your website must be indexable. So make sure you have a number of backlinks to make that possible. Also submit an XML sitemap to Google, for example.
- Using link building to create a richer link profile and thereby improve online authority ensures a higher ranking.
- Conduct extensive keyword research and ensure the most important keywords appear in the content on your website and in the meta tags of your SERP listing.
- Ensure a perfectly functioning, well-structured, and fast-loading website.
The activities described above all fall under SEO, or Search Engine Optimization. These are activities that contribute to a higher ranking in organic search results. If you want to rank as high as possible in the SERP very quickly, you should (also) focus on SEA. That stands for Search Engine Advertising. With SEA, you as an advertiser are guaranteed one of the top positions in the SERP.
