What is SERP in SEO?

Within this article we'll share what is SERP in SEO. Introducing you to SERP, and sharing how you can take advantage of SERP in your SEO strategy.

January 22, 2024


Wrriten by Alex Lawford

In this article, we'll share what SERP is in SEO. We'll introduce you to the different types of SERP and share how you can create content that takes advantage of SERP in your SEO strategy. It refers to the page that appears in response to a user's search query on a search engine such as Google, Bing, or Yahoo. The SERP displays a list of web pages, videos, images, or other content relevant to the search query.

In the context of SEO (Search Engine Optimisation), the goal is to optimise a website's content, structure, and other factors to improve its ranking on the SERP for specific keywords or phrases. The higher a website appears on the SERP for a given keyword, the more likely it is to receive clicks and traffic from users searching it. SEO professionals use various tactics and strategies to improve a website's ranking on the SERP, such as optimising on-page content, building backlinks, and analysing competitors.

What are the different types of SERP results?

Several different types of search engine results can appear on a SERP. Here are some of the most common types:

What is Organic SERP?

Organic results are the main search results displayed on the SERP in response to a user's query. They are called "organic" because the search engine's algorithm generates them and are not paid for by advertisers.

Organic results are typically displayed in a list format containing a title, URL, and meta description. The title is a clickable link that takes users to the website, while the meta description summarises the content on the page.

The order in which organic results are displayed on the SERP is determined by the search engine's algorithm, which considers various factors such as the relevance of the website's content to the user's query, the website's authority and popularity, and the quality of its backlinks.

SEO professionals focus on optimising a website's content, structure, and other factors to improve its ranking on the SERP for specific keywords or phrases. The higher a website appears on the SERP for a given keyword, the more likely it is to receive clicks and traffic from users searching it.

What is Featured Snippet SERP?

Featured snippets are organic search results that appear in a special box at the top of the search results page, also known as "position zero". Featured snippets are designed to give users quick and concise answers to their search queries without clicking through to a website.

Featured snippets typically display a summary of the most relevant information to the user's query and a link to the source website. They can take several forms, including paragraphs, lists, tables, and images.

A website's content must provide a direct and concise answer to a specific question or query to appear in a featured snippet. The content must also be well-structured, with clear headings and subheadings, and provide a complete and accurate answer to the query.

Website owners and SEO professionals highly covet featured snippets, which can significantly increase a website's visibility and drive more traffic. To optimize for featured snippets, website owners should focus on creating high-quality, informative content that answers specific questions and queries that users may have. They should also use structured data markup to help search engines understand the content on their pages and increase their chances of appearing in a featured snippet.

Featured SERP result
Featured SERP result The Difference delivered for Scalewise

What are the different types of featured snippet?

There are several different types of featured snippets that can appear on a search engine results page (SERP). Here are some of the most common types:

Not all search queries will trigger a featured snippet, and not all websites will have content eligible for a featured snippet. To optimise for featured snippets, website owners should focus on creating high-quality, informative content that answers specific questions and queries that users may have and use structured data markup to help search engines understand the content on their pages.

What is Paid SERP?

Paid results, also known as "paid search ads" or "pay-per-click (PPC) ads", are a type of search result that appears at the top of the SERP and are usually labelled as "Ad" or "Sponsored".

Paid results are created by advertisers who bid on specific keywords or phrases that are relevant to their products or services. When a user searches for a keyword that matches an advertiser's bid, their ad may appear at the top of the SERP, above the organic results.

Paid results typically consist of a title, URL, and brief description, and advertisers can customize the content of their ads to attract clicks from users. Advertisers only pay when a user clicks on their ad, which is why this type of advertising is called pay-per-click (PPC) advertising.

Advertisers use platforms such as Google Ads to create and manage paid search ads, which allows them to set budgets, select keywords, and create ad content. Advertisers can also use targeting options such as geographic location, time of day, and device type to ensure their ads are shown to the most relevant audience.

Paid search ads can be a highly effective way for businesses to reach new customers and drive website traffic. However, they can also be expensive, and it's essential for advertisers to carefully monitor their campaigns and adjust their strategies to ensure that they are getting a good return on their investment.

What Is Local SERP?

Local results are a type of search result that appears when a user searches for a local business or service. Local results typically include a map showing nearby businesses' locations and a list of businesses that match the user's search query.

Local results are triggered by searches that include location-based keywords such as "near me" or a specific city or town name. Local results are designed to give users quick and easy access to information about nearby businesses, including their addresses, phone numbers, and websites.

Local results can be significant for businesses that rely on foot traffic or local customers, such as restaurants, retail stores, and service providers. To optimize for local search results, businesses should create a Google My Business listing, which allows them to provide detailed information about their business, including their address, phone number, hours of operation, and reviews.

Businesses should also focus on building local citations, which mention their business name, address, and phone number on other websites, directories, and social media platforms. Local citations can help to improve a business's visibility and credibility in local search results.

Overall, local results can be a powerful tool for businesses looking to reach customers in their local area and drive more traffic to their website or physical location. By optimising their local search presence and providing accurate and up-to-date information about their business, businesses can improve their chances of appearing in local search results and reaching more customers in their local area.

Local Listing SERP
View FieldworkHub case study

What Are SERP Knowledge Panels?

Knowledge panels are search results that give users quick access to information about a specific entity, such as a person, place, or thing. Knowledge panels are typically displayed in a box on the right-hand side of the search results page. They can include various information, including images, descriptions, and related topics.

Search Knowledge panels are created using structured data markup, which allows search engines to better understand the content on a web page and display it in a more useful and informative way. Knowledge panels can include a range of information, such as a summary of the entity's history, key facts and figures, and related content.

For example, a knowledge panel for a celebrity might include a photo, a brief bio, and a list of their most popular movies or TV shows. A knowledge panel for a company might include its logo, a summary of its products or services, and links to its website and social media profiles.

Knowledge panels are designed to help users quickly find the information they seek without having to click through to a website. They are handy for queries on a specific entity, such as a person, place, or thing.

To optimize for knowledge panels, website owners can use structured data markup to provide search engines with more detailed information about their content. They can also focus on creating high-quality, informative content that provides valuable information about specific entities or topics, which can help to improve their chances of appearing in knowledge panels for related search queries.

What is Image & Video SERP?

Image results are a type of search result that appears when a user searches for images related to a specific topic or keyword. Image results typically appear grid-like and include thumbnail images related to the user's search query.

Image results can be a powerful tool for users looking for visual content, such as photos or graphics. They can also be an important traffic source for websites that host high-quality images or visual content.

To optimise image search, website owners can use image optimisation techniques such as adding alt text, image titles, and descriptive file names to their images. They can also focus on creating high-quality, visually appealing images relevant to their target audience and optimised for specific keywords or topics.

In addition, website owners can use platforms such as Google Images or Pinterest to promote their images and drive more website traffic. By creating visually appealing content and optimising it for image search, website owners can improve their chances of appearing in image results for related search queries and attract more visitors to their website.

Related searches are search results at the bottom of a search engine results page (SERP). They are additional search queries related to the user's original query and can help users refine their search and find more relevant information.

What is Related SERP?

Related searches are designed to give users more options and help them explore related topics or keywords. They can benefit users who are unsure of what they are looking for or want to explore different aspects of a topic.

For example, if a user searches for "best restaurants in New York City," the related searches at the bottom of the SERP might include queries such as "cheap eats in NYC," "fine dining in NYC," or "vegan restaurants in NYC." These related searches can help users refine their search and find more specific information that meets their needs.

To optimise for related searches, website owners can focus on creating high-quality, informative content that is relevant to their target audience and optimised for specific keywords or topics. They can also use keyword research tools to identify related keywords and topics that are popular among their target audience and incorporate them into their content.

By optimising for related searches, website owners can improve their chances of appearing in related search results and attract more website traffic. Related searches can be a valuable tool for businesses and content creators looking to reach a wider audience and provide value to their target audience.

NOT Only Rank But SERP in SEO!

Search Engine Results Pages are a crucial component of search engine optimisation (SEO) and can significantly impact a website's traffic and visibility. Various search engine results, including featured snippets, knowledge panels, image results, video results, and related searches, can provide businesses and content creators with a powerful tool to reach a wider audience and provide value to their target audience. By creating high-quality, informative content and optimising it for search engines, website owners can improve their chances of appearing in these search results and attract more traffic to their websites. Additionally, search engine results can provide users with quick and easy access to the information, images, and videos they seek, making the search experience more efficient and enjoyable.

If you are looking to get more traction, book an SEO consultation with our team.

Alex Lawford

A strategy and marketing expert with proven experience delivering a complete marketing strategy from scratch. Over the past 5 years Alex has helped 3 business go from sub-£500k to £5m. Leading projects that drive lead generations, improve processes and generate sales.

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