Search Engine Result Pages or SERP’s are Googles response to a user’s search query. Why are SERP’s important to SEO? A SERP determines how your website will appear on the first page of Google. SERP’s include paid ad results, organic results, featured snippets, knowledge graphs and video results. The two most important categories included on a SERP are the paid results and organic results. Paid results are the advertisers bidding on keywords on Google Ads. The placement goes to the highest bidder. Organic results and “earned” places on the SERP. Organic search results are determines but Googles algorithm. Google keeps their algorithm very secret, however, the have confirmed a few key ranking factors, Some of these factors including off page SEO signals, on page SEO signals, site loading speed, brand presence, and trust signals. Standard organic results include Page title, page URL, and meta description. Google will also sometimes add features to specific organic snippets. These are links within the organic result that are view frequently by those visiting the link of the organic result. For paid results, Google puts a small “Ad” icon in the top left corner of the snippet. According to Rank Ranger, ads will appear on about 51% of SERP’s. Featured snippets will also appear frequently on Google. Featured snippets are short pieces of content that is pulled from a webpage. 12% of all SERP’s have a featured snippet.
There are many factors that play into getting your website to be viewed on Google or other search engines. It is important to keep in mind the importance of SERP’s and how they will affect your content.
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