What Is SERP? Why Is It Important For SEO - Semalt Useful Tips
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What is SERP?
SERPs (Search Engine Results Pages) are pages that Google and other search engines display to show the results of a user's search. SERP consists of organic and paid search results.
Uniquely, even though using the same keywords, the SERP appearance can vary between users.
Why is that?
Google displays search results based on various factors that are relevant to current users. For example, where the user lives, search history, used social media, and other settings.
So, users in Ukraine and America may get different SERPs when using the same keywords. Then, why is SERP often mentioned in SEO guides? Here is the explanation.
Why is SERP important for SEO?
The main reason is that the ultimate goal of all SEO efforts is to place the website in the SERP, especially in the top positions for organic search results.
So, SEO is a free effort so that your website can appear on the SERP.
However, not all SERPs are important for SEO. This is because only the first page of the SERP provides benefits for your website.
Most people click on the search results on the first page of the SERP only and it is almost impossible to go to page two. If the # 1 search result gets an average of 31.7% clicks, only 0.78% of users click on the website on the second page of the SERP. So, don't be surprised if people are competing to implement SEO strategies so that their website is on the first page of the SERP?
How do you get a website to appear on the SERP?
SERP itself consists of three components, namely: paid advertisements, organic results, and SERP features. Therefore, there are three ways that your website can appear on the Google SERP. What are they?
1. Use Paid Ads
When using paid advertising, your website will appear on the SERP with a display.
The practice of bringing up a website on the SERP with paid advertising is called Search Engine Marketing (SEM). You need to win the bid so that your ad can be placed at the top of the SERP.
The method used is Pay Per Click (PPC) where you only have to pay for the ad if someone clicks on it. So, you have to prepare a special budget for this ad.
2. Perform SEO optimization for Organic Search
In order to appear in Google organic search, you must pay attention to the Meta Tag, which consists of the Meta title (title), URL slug, and Meta description.
Meta Tags that appear on Google SERP
Here's a brief explanation of the three:
- Meta title: the title that appears at the very top of the search results. Aims to inform visitors of the substance of your content.
- URL slug: the part of your website URL / permalink that refers to a piece of content.
- Meta description: a summary of the website content that appears in search results. So, visitors can know the description of your content.
Well, the organic search results on the SERP are all taken from a database containing billions of websites called the Google Index. This means, your website must be entered into the Google Index first so that it can appear organically on the SERP - no matter what page it is.
Apart from paying attention to Meta tags and entering the Google Index, you also need to update info about the Google algorithm. Why?
Because Google uses a super sophisticated algorithm that is always updated to sort organic search results. Many scoring factors are used so that only relevant and quality results can appear on the first page of the SERP.
Take advantage of the SERP feature
Taking advantage of the various SERP features is effective enough to make your website appear in Google search results. So, you can use the one that best suits your purpose.
Here are some SERP features that often appear on Google:
1. Featured Snippets
Featured Snippet is a feature that displays snippets of the content of one of the websites with the most relevant information on a certain keyword. Generally, the Featured Snippet is above the SERP. This is what makes it often called ranking # 0.
There are three most common Featured Snippet formats, namely paragraphs, lists, and tables. However, sometimes it is also displayed in video format.
To be able to get a Featured Snippet, a website must be in the top five SERP positions and have a neat and SEO friendly article structure. If for Google it is easy to understand, it is not impossible that the article is recommended to be a Featured Snippet.
2. Rich Snippets
Rich Snippets are a more complete version of the usual search results. Apart from standard information, the organic results also include a review from a website. So, it will stand out more in the SERP. Examples of Rich Snippets on the Google SERP.
So, if you want to bring up Rich Snippets for your website, you can contact an SEO qualifier agency to help you.
3. Knowledge Cards
Knowledge Cards appear above the Google SERP and display short answers to keywords searched. This SERP feature can appear in various formats.
It appears that questions with short answers are displayed immediately without having to bother going to a particular website first.
You can just get this feature even though there are must-have conditions. For one thing, the website must be considered a trusted source of information according to Google. Not infrequently, data from Knowledge Cards are taken from third-party sources directly related to Google.
4. Knowledge Panel
Knowledge Panel is a SERP feature that provides the main information of keywords. On mobile devices, this feature usually appears above the SERP. While on the computer, will appear on the right side of the screen.
Just like Knowledge Cards, data from the Knowledge Panel also comes from trusted sources.
However, the results that appear can also be in the form of links to websites/social media related to the keywords being searched.
Another example of a Knowledge Panel that displays links to other Google services.
Then, how do you place website information on the Knowledge Panel?
You need to do local SEO optimization for your website. The goal is to reach local targets from certain search keywords.
5. Image Collection
As the name suggests, Group of Pictures or Image Packs will display thumbnails of various images that match the keywords. Generally, the SERP feature places the search result image in the top position.
All thumbnails of displayed images are managed by the Google Images service. When clicked, the user will get image source information so they can continue to the website.
6. Headlines
Top Stories will display the latest articles/news and videos according to search keywords. The search results will display thumbnail images, title, website name, and news release time.
As with other SERP features, Headlines are also often placed at the top of the SERP. However, as much as 99.31% came from websites listed on Google News.
So, you want to make your news website appear on SERP with this feature? Make sure your news website is registered on Google News.
7. People Also Ask
The People Also Ask feature displays the questions users have frequently asked about a particular keyword. In the question list box, there will be short answers like Featured Snippets.
Do you want your website to take advantage of this SERP feature? Create content that is informative and has answers that are relevant to questions that users often ask.
8. Shopping Result
As the name suggests, Shopping Results is a SERP feature that will display ads from products that are relevant to keywords, especially those with the intention of buying the product. For example, "buy a cheap cell phone" or "the best Android phone.
Each shopping result contains complete product information, from the name, price, seller, reviews, to ongoing promotions.
Unfortunately, shopping results are not an organic search result but a SERP feature in the form of advertisements. If you want to make the most of it, make sure you have a special budget and study the guidelines carefully.
9. Twitter box
The Twitter box displays the most recent tweets relevant to certain keywords. Google will prioritize tweets that come from official Twitter accounts.
This SERP feature can support business promotion efforts if you have built a good Twitter Marketing effort. Because every time there is a search related to your business, this SERP feature will bring up the latest tweets that you have.
10. Site link
Site link will display the most popular pages of your website. This information will be at the top of the SERP just below the top organic search results.
Site links are very useful for increasing click / CTR rates, increasing product awareness, and even making your website more reliable thanks to complete information.
11. Video Search Results
Video search results are also a SERP feature that you can take advantage of. If you're targeting Google users, make sure your video has been uploaded to YouTube. The reason is, all video search results are related to this service.
Basically, video search results are split into two: videos from live YouTube and videos from websites that come from YouTube.
In the video search results, Google will display brief information related to the video such as the title, upload date, the party who uploaded it, the length of the video, and a short description.
By type, here's what you need to do for your video to appear on the SERP:
- Ensure that the video uploaded by the video is SEO optimized according to the YouTube SEO Guidelines.
- Properly embed YouTube videos into articles using titles that match the target keywords.
Get your website on the SERP right now
Understanding SERPs is very important for the development of your website. Especially if the website can be on the first page.
You have learned various ways for your website to appear on the SERP. Starting from using paid advertising, doing SEO optimization for organic results to utilizing various SERP features.
With the information above, you will be able to make your website appear on the SERP according to business goals. The higher the position on the SERP, the more likely visitors to your website.
Now, to improve the SEO of your website, you need to learn various important things for this optimization. But, the good news is that you can have better rankings in search results with the service thanks to Semalt's pack AutoSEO.
This SEO pack is a real "full house" for your online business.
Because it allows:
- To improve the visibility of the website.
- To optimize the different pages of the site and the link building.
- To do keyword research and Web Analysis Reporting.
With Semalt you have the right to a free consultation to know the state of your site and the plan to follow so that it has more visibility.