What is a SERP, explained.

What is a SERP: Search Engine Results Page Explained

Posted on By Simon Gorlak
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Let’s face it; SEO (Search Engine Optimization) is known to everyone, but what is SERP (Search Engine Result Page)?

By reading this post, you’ll get to know:

—> What is it?

—> What makes it up?

—> And how to influence it?

—> How your website changes SERP?

—> What’s the difference between Web vs. Mobile SERP

Let’s move on, have a good read.

What SERP Stands for?

SERP: Search Engine Results Search.

In a nutshell—anything you see in engine search results (most probably it’s Google), it’s called SERP. It’s all combined: SEO & SEM results.

SERP is the battleground where websites compete for visibility, striving to reach the desirable top positions. Doesn’t matter if you’re a dentist, lawyer, eBay or you sell watches online.

The higher, the better—and all of it, SERP represents.

Take a look at the screenshot below from SERP results.

What is SERP (search engine results page) explained.
Image source

Above, you see an overview from after typing the keyword: types of CRM software.

Notice paid results — Google Ads.

Organic results — SEO. Supposedly, this is the position where you want to be (who doesn’t?!).

What is a SERP?

In the simplest terms, a SERP is the page that a search engine displays when you enter a query. It’s where the magic of SEO happens.

Google, Bing, or any other search engine aims to provide users with the most relevant and valuable results for their queries on this page.

Elements of a SERP

A typical SERP is a blend of various elements. At the top, you’ll often find paid ads—these are the PPC (Pay-Per-Click) results.

Then, organic search results follow. These are the listings that SEO experts aim to optimize to rank higher.

Featured snippets, knowledge graphs, and local results may also appear depending on the search query.

The Power of a High Position

Here we are—SERPs are a competitive arena. 

Research shows that the first page of Google captures the majority of clicks, with the top three results getting the lion’s share. To be precise—the first position in organic search results gets even 27.6% from all gained traffic! That’s a lot.

This is why SEO professionals constantly work to improve a website’s ranking—aiming for that desirable top spot or, at the very least, the first page.

SERP Features

This definition is still evolving. What do I mean? Google and other search engines introduce various features like Featured Snippets, Knowledge Panels, and “People Also Ask” sections to enhance the user experience. 

Engines work not only on its usability but also on UX. That’s why the view in search engine—every few months—slightly changes.

For SEO experts, these features represent new opportunities and challenges, as they require tailored optimization strategies.

Features on the SERP generally fall into these 4 categories:

  1. Knowledge Graph Features: These are found in a panel or box on the SERP, often on the right side.
  1. Rich Snippets: These add extra visual elements to a result, like star ratings for product reviews or images for news articles.
  2. Paid Results: These can be obtained by bidding on relevant keywords and are clearly marked as ads at the top of the page.
  3. Universal Results: These are unique results that appear alongside the regular organic results.
Read also:  11 Pro Tips What You Should Ask While Buying SEO

Brief explanation of each of these features below. And more through explanation of further SERP’s features.

Knowledge Graph Features

Knowledge graph features are the boxes you see on the right side of a Google search that provide quick and essential info about a person, place, or thing. They give you a snapshot of key facts without needing to click on a website.

For example, if you search for a famous person, you might see a box with their basic details like their birthdate, achievements, and pictures. These features make it easy to get the important info fast.

Rich Snippets

Rich snippet example.

Rich snippets are special search results that give you extra information at a glance. They often include visuals like star ratings for product reviews or pictures for news stories.

These snippets make it easier to see what a search result is all about without clicking on it.

Paid Results

Organic marketing vs. paid marketing

The easy one, but I have to.

Paid results are search listings that advertisers buy by bidding on specific keywords. 

They’re marked as ads and usually appear at the top of the search results page. Advertisers pay to have their websites show up when people search for certain terms.

Universal results

Universal results are special search outcomes that appear alongside regular search results. They provide diverse content like videos, images, news articles, and more, making your search experience richer and more varied.

Mobile SERPs

A special thing about search results on your phone is the app pack. When it looks like you might want an app, it shows you app links.

Usually, these app links show up in the middle of the page. They are placed after ads, the first few search results, and sometimes after the “People Also Ask” section. Where they exactly appear can change.

Example:

Mobile SERP example.
Image source

With the rise of mobile devices, mobile SERPs have become increasingly important. 

Google uses a mobile-first indexing approach, making it essential for websites to be mobile-friendly. Understanding how mobile SERPs work and optimizing for them is a must in the modern SEO landscape.

User Intent and SERPs

SERPs are not just about ranking; they’re about delivering what users want.

Search engines aim to understand user intent and provide results that match it.

SEO experts must align their strategies with user intent, ensuring that the content they create satisfies searchers’ needs.

In-depth Articles

Google introduced in-depth articles to promote longer, timeless content. These articles may not be the latest, but they offer enduring information and are typically authored by credible writers or published in reputable sources.

By 2019, observers began to realize that the dedicated in-depth articles section had vanished. Not kidding.

Google clarified that while these articles continue to receive significant attention, they are now integrated rather than having a distinct section.

Read also:  Guarantee in SEO: Explained

Image Pack

This is how to convert a blog into a business.

Or rather: How your image looks like on the internet. Let me explain.

When Google sees that adding pictures would make a search more useful, it will show a line of pictures and a link to Google Images in the search results.

Google employs a distinct algorithm for images compared to textual content. 

However, adhering to the following guidelines can enhance the discoverability and ranking of your image content:

  1. Create a readable page URL.
  2. Include image captions and alt text.
  3. Utilize accurate and descriptive file names.
  4. Craft an informative and captivating page title.
  5. Surround your image with contextually relevant text.
  6. Opt for rectangular images with moderate size and proportions (such as 16×9, 4×3, or squares).

If you can secure the placement of your image on other websites, it significantly improves your chances of being featured in the SERP image pack.

Knowledge Panel

Think of a knowledge panel as an enhanced knowledge card with a more focused approach. 

If you perform a navigational search, such as looking up a particular restaurant, you can expect to see a knowledge panel displaying details like the restaurant’s address, contact number, website link, and peak visiting hours.

Local Pack

The local pack strips away when a user includes a location in their search query or when Google’s algorithm detects the proximity of a relevant item.

This feature takes the form of a map displaying pins representing businesses that could be of interest based on the search term. Below the map, Google provides a roster of these businesses, complete with names, ratings, and contact details.

As an illustration, if you were to search for “pharmacies,” you might encounter a local pack presenting a map with the nearest pharmacy locations along with their respective contact information.

Associated Inquiries

Or better said—related questions.

With every search, there exists a multitude of comparable inquiries framed with varying terminology. Google frequently presents these queries on a Search Engine Results Page (SERP) under headings like “People also ask” or “Questions related to [XYZ].”

Recently, there has been a noticeable increase in clicks on results within the “related questions” section. 

Each related question features only one link, and to secure that spot for your website, it must appear on the first page of results for that specific related question.

Once your site achieves this status, you can implement SEO adjustments to enhance your chances of being chosen by Google as the answer for a “related questions” query.

Reviews

Customer feedback is important. But let’s be honest—we pay a lot of attention to “what people say”. No worries, Google does too.

Occasionally, after conducting a transactional search, you might encounter review information represented by star ratings on a SERP. It’s a common expectation that results displaying 4 or 5 stars garner more clicks.

To have your content featured in the reviews section, it’s essential to have reviews that include star ratings clearly visible on your website. 

Read also:  17 Expert Tips for Writing a Perfect SEO Meta Description

One practical approach is to incorporate a plugin on your website, enabling customers to share their feedback and assign star ratings to your business.

Sitelinks

Sitelinks enhance navigation by displaying specific pages on a website. To get them, use clear headings like “Products” or “Blog” in your site structure for Google’s web crawlers to identify. More sitelinks make navigation easier.

Tweets

Yes, Twitter—pardon, X—plays an important role in your SEO.

Since 2015, Google has occasionally integrated Twitter posts into specific SERPs. These posts may not always be visible (typically, they appear when a topic is trending), but they can boost traffic to your Twitter profile.

Video Content

Google displays video results when a website includes embedded video content that aligns with the search query. Just like with images, ensure that your video’s description, surrounding text, and title are precise and informative.

SERP Tracking and Analytics

Last but not least. To succeed in SEO, you must measure and analyze your performance on SERPs.

Tools like Google Analytics and SEO-specific software provide valuable insights into your website’s visibility, click-through rates, and conversions.

Regular SERP tracking is vital for adapting your strategy and staying competitive.

Final Thoughts

In the ever-evolving world of SEO, SERPs are the arena where websites compete for attention and traffic. 

Understanding the intricacies of SERPs, from their elements and features to mobile optimization and user intent, is fundamental for SEO success.

Continuous monitoring and adaptation are key in the quest to conquer these digital battlegrounds.

And what are your thoughts?

If you enjoyed it—share & comment.

If you want to get in touch with me, be my guest: LinkedIn & X (Twitter).

Thank you for reading!
Simon

Author Profile

Simon Gorlak
Simon Gorlak is a Digital Marketing Expert with over 8 years of experience. He specializes in 3 areas: SEO, Lead Generation on LinkedIn, and Email Marketing. Simon's blog gathers knowledge that helps Marketers & C-level to increase profits from their online businesses. Also, his content helps to reach the most difficult customers, make others' content to be read & purchased. Besides digital marketing, Simon speaks 4 languages: English, Spanish, Portuguese, and Polish & works as a Head of Business at an Indian Start-up.
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Technical SEO, SEO