SERP is the abbreviation for “Search Engine Result Page”, which means “results page of a search engine”. SERP refers to the page of search results that are listed after entering a keyword in the search engine.
The order in which the results of the search query are displayed is referred to as the search engine ranking. These results are sorted in descending order of relevance. The ranking of the results is automatically determined by the search engine operator using so-called ranking algorithms. This order may change at any time. The location of the user or the output device (e.g. a mobile device or a computer) influence the order. Users who are logged in to Google receive different results than users who are not logged in to Google or do not have an account at all.
The results of the SERPs are displayed according to a certain principle, the “top N query principle”. This means that not all results are listed at once, but only the N-best according to the principle mentioned. As with the most common search engines, Google normally displays 10 results per page. The position within these results is therefore very important, as most users will find an answer to their search query in the first 3 results.
What significance do SERPs have for SEO?
A particularly high position within the search results is a primary goal of search engine optimization and is therefore very important. The reason behind this is that search engine users predominantly choose from the first results of the SERPs.
The websites rank for a specific keyword in the search queries. Websites that have a poor ranking and don’t even make it to the first page don’t even exist for the searcher, more or less. Gaining attention in search queries and the CTR (click-through rate) can be increased with the help of snippet and rich snippet optimizations.
Click rates in the SERPs
The position of a search result is therefore of enormous importance for search engine optimization. It is therefore important to know some facts and figures.
- Only around 5% – 10% of all users click on the second page of the SERPs.
- The first search result usually receives 30% – 40% of all clicks.
- The second search result receives around 15% and third and fourth place do not even manage more than 10% of all clicks.
Structure of a SERP
In the beginning, the results consisted of a simple list, but over the years new extensions have been added. The search engine Google in particular changes its SERPs very frequently. However, the basic structure is still the same today. An entry in the search results lists, in the so-called organic results, consists of a snippet. A snippet consists of the meta title, the meta description and a hyperlink.
Depending on the results delivered, the standard 10 results of a search query per page may vary. The number can also be lower than 10 if images, news or similar are listed in the search results. Apps can also be displayed for search queries via mobile devices.
For certain search terms, info boxes are displayed that list information directly within a SERP. This extension was named Knowledge Graph by Google with the Hummingbird update from 2013.
Ways to make a website easier to find
Google Places
Google Places or Google my Business is a digital business directory that can be used by local companies. Companies have the opportunity to register free of charge in order to be displayed for relevant search queries. These companies also include those that do not have a website. If this is the case, your name, address, contact details, etc. will be displayed.
AdWords
To motivate users to click on your website, there are so-called AdWords ads. This allows you to include links to subpages or reviews. AdWords are particularly interesting for SEA, i.e. search engine advertising. Google AdWords is the most popular SEA system in the world.
