What Do I Need to Know About ‘SERP’?
What does SERP mean, it stands for Search Engines Result Page. These days, search engines can offer a wealth of potential for marketers. Many products and services are popular topics, with anywhere between dozens and millions of online users searching for them every day. The results of said searches are listed in ‘Search Engine Results Pages’, also known as ‘SERPs’.
Potential customers are far more likely to visit a website that appears earlier on in SERPs. Because of this, marketers will often try to optimize their sites and make them rank higher up in SERPs for their chosen topics. This is known as ‘Search Engine Optimization (SEO)’.
Naturally, certain search terms have higher traffic than others. For example, simply searching ‘online shopping’ could generate thousands of results. The more popular a term (or ‘keyword’) is, the more websites will be trying to rank for it.
Websites which rank earlier will be ones which:
- Satisfy the requirements of users
- Offer the best ‘User Experience (UX)’/ ease of use
- Have credible and authoritative content which corresponds with the chosen keywords
- Have other websites linking to them
- Offer solid online security
It is worth noting that not all users will experience the same SERPs. In fact, they will usually be customized based on a number of user variables. This can include factors such as location, search settings and browsing history. As a result, websites will often attempt to create content targeting different groups. This can be easier than ranking for widely popular terms. For example, a business owner may focus on searches relating to their own locale, as well as nationwide searches.
SEO can be a competitive game, with multiple websites competing for the top spots. Because of this, certain marketers will use search engine advertising in order to appear at the top of SERPs. This is usually paid for with ‘Pay-Per-Click (PPC)’ advertising.
On Google, these results are marked with an ‘Ad’. These results are usually limited to searches relating to products and services (i.e. searches with ‘commercial intent’), rather than information. After all, there wouldn’t be much point in a marketer buying advertising for a search term which will not help to generate revenue.
While purchasing search engine ads can save time, it is still worth investing in SEO. The reason for this is that ranking organically is free of charge. Managing to make a website appear in the top ten Google results for a collection of popular keywords could save business thousands or even hundreds of thousands of dollars.
It is also worth keeping in mind that most users will know the difference between websites which rank organically and those that simply pay to rank highly. Being able to get on Page 1 or 2 without having to pay anything extra will usually be a sign that your website is of a much higher quality than competitors who use PPC.