We use Internet research almost every day of our lives. And instead of searching, we call this process “Googling”. Every time we perform a search using a certain set of keywords, we get results in the form of web pages, images, PDF documents, and so on.
The specific pages we get for our searches are called “search engine result pages” or SERPs. But what determines that we get those exact pages? There are millions of websites and trillions of web pages.
To do this, you need to understand how search works and the factors that determine SERP positions. Learn everything you need to know about Google’s SERPs in this article.
Types Of Search Engine Result Pages
For most searches, there are two types of results that Google can provide. No, they are not web pages, images, and PDF documents. They are two types of web pages.
Every search you do is unique, and it is very unlikely that you will get the same results for the same keywords, even if they are synonymous.
Depending on the search terms, you will see two different types of SERPs. These are organic pages and paid results.
Most of the pages on the results page are organic pages. They are called organic because they appear as a result of the search engine algorithm. Thus, they follow a natural process in the search process.
Search engines follow a set of rules when deciding which pages should be ranked and in what order. Websites that follow these rules get a better ranking.
SEO professionals are responsible for optimizing web pages so that they appear on the results page.
Each organic result consists of a title and a description. Depending on whether the website uses the scheme or not, you will have richer data. The title is clickable, and you will be able to visit the web pages by clicking on it.
The second type of results you will receive are paid results. Unlike organic, which follows the search engine’s algorithm to get a ranking, paid results are paid. This means that the website spends money to get the position.
You will find these results above the organic results, marked with “Ad”. Depending on the search term, you may see purchase ads, text ads, or just a number.
the phone you can click on and call.
The organic and paid results are almost identical. So much so that almost half of the adult population can’t tell the difference between the two.
What Is Search Engine Optimization?
In order to appear as SERPs for specific keywords, web pages must be optimized for those terms. And this process is called search engine optimization or SEO (Search Engine Optimization).
So what does optimization actually mean? To do this, you need to understand the ranking signals.
Google looks at more than hundreds of ranking factors. As you will see later, these can be classified into on-page ranking factors and off-page ranking factors.
Pages with the strongest factors are ranked higher than those with weaker ranking factors.
In order for your website to be included in the e-PRS, you must improve your ranking factors.
On-Page Ranking Factors
Page ranking factors are the signals that are present on your website. By making changes to the structure of your site, keyword placement, and internal links, you can achieve a better ranking.
Because these signals are present on your website, they are easy to manipulate. Also, you will see an improvement in your ranking in a short period of time.
Off-Page Referencing Factors
Off-page ranking factors are signals that come from outside your website. This includes the number of links pointing to your site, the number of mentions, submission to directories, etc.
Since they are not present on your website, they are more difficult to manipulate and work with. But they also tend to have the greatest impact. If you can get enough backlinks from reputable sources, you can propel your website to the top of the search page.
Google adds the two factors together and assigns a score to each web page. It then establishes a ranking based on this score.
SERPs Do Not Remain Constant
When talking about search engine results, it is interesting to note that the results do not remain constant. They change from time to time.
And these changes go beyond ranking measures and are sometimes random. This is thanks to the Google RankBrain algorithm.
The algorithm is based on machine learning and makes these changes to see which results are most relevant to users.
The changes also depend on the location of the searcher and the device. SERPs on a mobile device may be different from results on a desktop computer. There may also be a difference between results on an Android device and an iOS device.
All of these changes are made on purpose to customize the content for researchers.
To Sum Up
Understanding the SERP is the key to getting a better ranking on Google and any other search engine.
Throughout your optimization process, you will track your exact position to verify the effectiveness of your marketing efforts.
Manual verification can be tedious and inaccurate. To get the most up-to-date positions for specific terms, you need to use a tool like the SERP API for accurate search scraping. This will automate your SEO tracking process and save you considerable time.
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