What Is a SERP

A SERP or Search Engine Results Page, is the web page presented to a user when they search a query into a search engine. Every SERP is unique, based on the searcher’s location, their browsing history, and their settings.

Why Are SERPS Important For SEO?

SERPs are important because results are indexed based on ranking signals which determine where a website appears on the results page. 

Ranking poorly on SERPs means less exposure, less clicks, less traffic and less revenue. This is why websites put so much effort is put into SEO.

Types of SERPS

SERPs contain two main types of content, organic and paid.

1. Organic SERPs

Organic SERPs are pages presented to a user based off Google’s algorithm. Websites use SEO (Search Engine Optimization) techniques, to improve their ranking in SERPS.

2. Paid SERPs

Paid SERPS are paid for by advertisers, and usually appear at the top of SERPs. While previously these types of SERPs were primarily text-based, now they can come with images attached too. Paid results are also a SERP feature.

What Is a SERP Feature?

A SERP feature is any result that is not organic. Some SERP features include:

  • Rich snippets (interactive infographics)
  • Featured snippets (direct answers to a searcher’s query)
  • Knowledge features (eg. exchange rates)

What Are Local SERPS?

Local SERPs are the results that appear when a searcher enters a local-based query. These results are based on the searcher’s geographical location. 

An example of local SERPs would be the results produced by the following query: “italian restaurants near me”.

screenshot google search 'italian restaurants near me' local map - SERPs

How Can You Achieve SERP Success?

There are lots of strategies that website creators can use to improve how they rank in SERPs. 

1. Keep Content Fresh

Relevancy is a key determinant in a website’s ranking factor on SERPs, so make sure your website’s content isn’t old and neglected. Consistently add new content.

2. Quality Content

Along with keeping it fresh, your content should also be compelling and high quality. Get rid of duplicated content, check your site for spelling and grammar errors, conduct keyword research and utilise it in your content. 

This will increase dwell time, which will also help you rank highly in SERPS.

3. Improve Your Load Time

Since 2010, Google has been rewarding pages with faster load speeds by ranking them higher in SERPs. So, make sure everything on your page loads quickly, and don’t forget the mobile friendly versions too.

4. Links Are Key

Links are essential for high ranking in SERPs. So, whether it's fixing broken links, disavowing dodgy links, adding internal links, or finding quality backlinks, keep on top of it.

Recommended SERP Analysis Tools

Here are some top tools that will give your team everything needed to put your business on page one, where it belongs.

Other tools include: SpyFu SERP Analysis, SERPWoo, Ahrefs Keyword Explorer, SEO Quote SERP Overlay, etc.

What Should You Watch out For?

You might be looking to quickly and cheaply improve your SERP ranking, however the following black hat techniques will see you penalised and fall further in SERPs.

How Can We Help?

Feeling overwhelmed by the sheer scope of what’s to come? We don’t blame you. Why not get in touch with us today and we could offer you a free strategy session with us in the near future. 

If you like what you see, we’ll then pair you with an awesome marketing team to implement it!

If you’re not prepared to spend that kind of money yet then you could always head over to our training courses that are filled with current and foolproof SEO techniques to get you off to a great start.