After all, what is SERP

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If you don't know what a SERP is, you're not alone. Often when we talk to clients here at the agency, we use some terms that are not so well known to everyone. Using “marketing” is sometimes very specific, especially “digital marketing”.

But as in all segments, it is important to maintain a unified language. And this becomes more evident when we talk about technology. This post deals with one of the most basic terms, which is part of everyone's daily life on the web.

That term is the SERP (Search Engine Results Page). Understand, in this article, what is SERP?

What is SERP – Search Engine Results Page

At Google, more than 100 billion searches every month. And all of these searches result in a SERP. And you, like everyone who surfs the web, hits a SERP (or several) practically every day.

As the title above says, SERP is short for Search Engine Results Page or, in plain English, a search engine results page. This applies to Google, Yahoo, Bing or any search engine that appears out there.

The SERP is nothing more than the page that appears when you perform a search on a search engine. And it is different, from search engine to search engine. But also depending on the keyword used and your location, it can be different for each user (and also if you are logged in). If you search for a location on Google, for example, you will have some results appearing in map format.

These changes also depend on the number of ads for that specific keyword and also on the results themselves, which can result in pages with structured data (rich snippets), in the case of Google. These rich snippets or structured data are extra information that may appear in the search results, identified by the search engine robot.

The word comes from rich and snippet and brings, in a simplified way, the content of an HTML code. This information may or may not appear in the page results, it is up to the search engines to display this information in the SERP.

How to apply Rich Snippets

Rich Snippets is a technique to get more prominence on the page and, therefore, increase the volume of clicks. One of the ways is to use the location of your business. Therefore, it is very important that your company is registered with Google My Business.

Other ways to apply rich snippets is by optimizing the Title and Meta Descriptions tags to include calls to action. It’s a good way to get more clicks, using calls like “Click here” and “Check out”.

There are other techniques, such as sitelinks (links to the site's subpages), breadcrumbs (structural navigation) and reviews.

What appears on a SERP?

The construction of a SERP depends on each search result. The best known to the public, such as Google, Bing and Yahoo, have the page title structure with link, descriptive text and other information, such as the display of the cache page. The searched keyword appears in bold.

The results, normally grouped ten per page, appear on the left side, with adverts They are at the top, right side and bottom of the page.

What can influence the result of a SERP

It is important to note that the same search can result in a different SERP for each user. Search engines, due to their artificial intelligence tools, have sought results that are as closely as possible to the users' profile.

In other words, if the search engine knows who you are, you will have a SERP with a profile more focused on your searches and preferences. This can happen if you have logged into this search engine (accessing Gmail, for example) or simply because you are already searching and have a cookie installed on your computer. In these cases, the page that appears in the results may be different from a page resulting in a search performed without logging in.

This question is important. Just imagine that the objective of a SERP is to always deliver the best result for the search that the user is performing. In other words, if the search engine knows who you are, it already “understands” what your preferences are. If you always click on a specific result that is in second place, for example, it may appear first for you.

If you are not logged in and delete your Cookies navigation, you can return to traditional search experiences.

Mobile vs. Desktop: Is there a difference in SERPs?

According to a SEMRush study, there are some differences between the results of the same search in relation to the version of the page on Desktop and Mobile.

So, anyone who works with digital marketing needs to keep an eye on it. Optimizations are different when we talk about the type of platform. Therefore, studying the results of a SERP and analyzing who is in the top positions is very important.

SERP Domination

Nowadays, it is very common for people to no longer type a full website address to visit it. It is more common to type a name and let the search engine find the answer. Therefore, it is true to say that navigation in a browser practically starts with the search engine.

Given the importance of the search tool in navigation, this is where search strategies come into play. SEO. Professionals skilled in SEM and SEO use techniques to make their websites the answer that search engines show to the user. Preferably in the first positions.

One of them is SERP Domination. This is a technique that consists of taking different content to the same SERP, in order to obtain several clicks in the same search. The technique is generally done through subdomains of the same website, profiles in social media, images and videos.

The benefits are numerous, such as promoting your company's other channels, social media profiles and, of course, gaining the highest number of clicks on the SERP.

Now you know what SERP is and you also understand what rich snippets and SERP Domination are. What are you waiting for to apply these important SEO techniques?

know more about SEO right here on the Vero Contents website and speak to an expert now!