SERPS, means “Search Engine Results Page” and these results are the ones that appear among the first 10 options of Google pages, or any other search engine.
If you work in the digital world or study digital advertising, pay close attention because this information can be valuable to you.
You may have heard about “SERPS”, but what are they really for and how do they work? If you want to know more, don$0027t miss this article where we will deal with this subject in depth so that you can understand the concept and how to use them to get the most out of your brand or your clients$0027 brand.
What are SERPS?
Whenever I have difficulty learning a word or a term, I try to associate it with a similar word that is easy to remember and that leads me to the word I am looking for. The same thing happened to me with “SERPS”; I always compare it to “SERPENTS” so that I never forget how it is pronounced or its meaning, even if it has nothing to do with snakes.
SERPS, means “Search Engine Results Page” or in its Spanish translation, “search engine results” and these results are those that appear among the first 10 options of the pages of Google, or any other search engine. The idea with SERPs is that your brand is placed in the first places. You$0027re probably already asking yourself: how do you achieve this? Let look at it below:
It optimizes much more than text.
The first thing I want to emphasize here is to make it clear that the fact that search engines give the combined results implies a high effort to be able to position it. We must bear in mind that it is no longer enough to optimize a website with texts as it was done in the past, since we need to optimize the images, videos, news.
Below is a picture of the google search engine and its themes.
Keep in mind that more visual content strongly reduces the click rate you can receive, and also pushes you down the search engine results page. The result is that if you are not well positioned in many formats, it can be difficult to achieve the expected visits. You could say that the images attached to Google make the format heavier, that why Google reacts by placing you lower in the search engine list.
Classes of contents in the serps
Currently, there are 8 types of content in serps searches.
A website is the virtual place on the web that stores content for people interested in your brand to access. These sites are those created in HTML. To be able to see these results, you only need to be in the organic results of the search engine.
This is a new google option, since it modified the algorithm and started showing images directly from the top of the search. Surely we have seen or downloaded some image from Google, since it is one of the most relevant options for the user. Most of the time, the embedded images are extracted from the image index, these can be incorporated automatically.
You can attach videos to the results from Google, Bing or Vimeo. Every day video searches increase thanks to the high impact that Youtube has on today society.
When you search for a place in Google, it sends you to Google maps to show you the space searched from images, so it makes it easier for users to find it.
Depending on what you search for, relevant and current news will appear. For example, if you search for Brazil in the search engine, the results will be extracted from the separate index which is only accessible if you meet the requirements.
If you have a business and want to start promoting it on Google, you have the option to create a local page with Google My Business, free of charge.
The local pages are extremely important results and occupy a considerable part in the SERPs. If you have a business or the business of your clients, do not miss the opportunity to appear in them. Remember that the search engines do not use their general indexes of pages, but a new system of business listings as indicated by themselves, for this they use Google Places, a tool recently added by Google.
Google has an index of products that are displayed when someone searches for an article. For example, if you have a sportswear brand and you want to look like this, you$0027ll need to upload the images of your most relevant products into the search engine index. For this type of action, there is Google shopping .
This is the last but not the least important, however you have to know that this kind of results look like ghosts, because once you see it, it is likely to be gone the next time. But it not that it gets lost, it just that they are still testing how to annex social networks to the results.
What are the results obtained in the SERPS?
In general, the results obtained in the initial SERPS of a mechanism must be rich content SEO techniques, worked correctly, paid and are recognized by the search engine as valid. Thus, the results presented in the SERPS do not depend only on the keyword used, they also consider the quality of the pages , metrics and some of the conditions treated by content marketing.
The approach to digital marketing, more precisely content marketing, is so important that search engine optimization specialists with SEO strategies and PayPerClick advertisers are constantly trying to achieve the best positions. This search for the first places is done by considering optimization techniques and tools such as sponsored links.
SERPS usually contain two types of content: one free known as “organic results” and another paid “sponsored links”. The results organic are lists of web pages that appear as a result of the search mechanism algorithm. Search engine optimization professionals, known as SEO, have expertise in improving content for websites and sites. The results, fruits of organic search, have to be correctly worked, this assures them to reach a good classification in the SERPS.
When you open the Google page and perform a search, you may see special content right out of the SERP. This is the Knowledge Graph , a resource introduced by the company in 2012. This tool extracts data from different sources on the web and provides more objective answers. These results often provide links to interesting pages.
It is common for some SERPs to provide more organic results than others. This is because not all searches have the same intention. Thus, they can assume informational, navigational, and transactional intent. In the informative searches the user wants to find information about a certain subject. In the second type, the interested party needs to locate a specific site. Finally, there is the transactional search. This last type is characterized by many paid results; it can be said that these searches have an important commercial component.
Types of SERPS
There are two types of SERPS, or SERPS listings: organic and paid.
These refer to the listings that appear naturally, which, as its name explains, is when one speaks of a natural and proper content that will live without the need of a paid pattern; rather, it earns its position by its own merit. This is where the SEO comes in, to act and position.
Obviously it speaks of paid content and supported by pattern, these are the ones that appear in the results thanks to the investment. Do not think that if you invest more, you will be in the first positions of the search engines, since the positioning depends on other factors. This is where the SEM comes in, to act and to position.
As in sport, here too you seek to climb positions.
How to appear in the SERPS?
By understanding that there are two forms of results, one also understands the need to assume two positions which, incidentally, are not exclusive. If the company wants to appear in the organic results, it must invest in content marketing and promote the adoption of SEO techniques. When the goal is to establish a presence through paid results, it is important to consider Google ad campaigns. Through Google Adwords you can develop aggressive campaigns with a good probability of rapid return. Both situations demand care, specialized equipment and a lot of knowledge.
PayPer-Click techniques: What should I choose?
As the name suggests, SEO techniques -SearchEngineOptimization- is the practice of optimizing websites and web pages with the intention of improving their position in search engine SERPs. This can be done by means ofonpage techniques, that is, tactics that ensure that the content is detectable, or it can be seroff page. The latter refers to strategies that affect the site in general.
The CFP is a financially strategic one. By investing, you can get a good position in the results pages. This mechanism seems simple but it is not, advertisers must undertake quality strategies to achieve the expected results.
After knowing each of the options, the only thing we can say is that choosing between one or another option will vary according to the strategy and objectives of the company. When the intention of the campaign is to improve the relationship with the public, reduce costs, it is worth opting for organic results. When considering a quick solution to make the company known in a short period of time, it may be interesting to choose the paid results. Be aware that you can combine the strategies and work with both options, it is up to you!
Be among the first choices in SERPs
You have already learned what they are, what they are for and how to use them, now you must put them into practice and choose the method that will put your brand or your clients$0027 brand at the top. Keep in mind that one of the most profitable ways to get more traffic from a search engine is to get as many results as possible on the first page of the search engine.
The human being has always sought to be at the top of everything, at school, at university, at work and why not, in people hearts. With SERPS it is exactly the same. Do not forget the tips learned in this article and of course, put them into practice to draw your own experiences and conclusions.