Google SERPS – A Beginners Blueprint
In search engine marketing, it is often believed that we should have good On-page SEO, effective content marketing, quality backlinks, use of images, infographics or visuals, but do you know what’s new in the Google SERPs? Introduction of the New SERPs is the latest thing to improve the Business visibility and to rank higher on Google.
Google’s prime focus has always been to make users enjoy their research time. They paid attention to the behavior of their users, which is why it is the search engine giant we know today. It keeps adding innovations to improve user experience, one of which is the search engine results page (SERP). It presents a challenge for businesses that only rely on SEO, but it gets the job done.
What You Need to Know About SERPs
Pages returned to users after typing keywords on a search box are called SERPs. To be clear, Bing and Yahoo also have SERPs, which means this is not exclusive to Google. Different users have different SERPs returned to them because the algorithm customizes the page, depending on the user’s behavior when searching for things online. This is why search results vary when different devices are used in typing queries.
For this article, we will be zeroing in on Google since it is the most sought-after search engine. It has become so well-known that it’s become synonymous to “search for something online”. In the race of search engines, Google is the front runner not just in the United States, but also in Germany and the United Kingdom.
Search results now contain blurbs, photos, and videos as part of a SERP’s feature. As we mentioned earlier, the goal is to improve user experience and that one way to do that is by directing the users to pages that are relevant, detailed, precise, and accurate. It also helps when users find the answers to their questions in just a few clicks, which is why the videos, photos, and blurbs are essential.
Here’s a list of other SERP Features:
- Knowledge Graphs – these appear as images, maps, facts, and topics. Knowledge graphs are located just above the organic search results, or at the right-hand sidebar. They appear when the queries are about specific topics, people, or places. The information that appears on a knowledge graph are often sourced from Google Maps and Wikipedia.
- Rich Answer – this SERP feature goes straight to the point, making it an online user’s favorite SERP feature. The answers are quick, direct, and can be found inside a box located right at the top of the search results page. Users find what they need in just a few minutes.
- Image Packs – these appear when the queries are about specific images. Case in point, if the keywords used during the search were “sitting cats”, then photos of sitting cats will appear as image packs.
- Knowledge Panel –looks like a knowledge graph. The difference between the two is the source of information, since the sources for the knowledge panel are Google Maps and Google My Business Listings. This only appears when the queries are linked to brands, businesses, and organizations. It also offers additional information like images, facts, social media links, and related searches.Vertical Search – some results require information from categories such as images, news, and videos. Case in point, when a user is searching for information about a city, the vertical search will offer information about tourist spots, recommended restaurants, and the like.
It would be unwise for businesses to not maximize SERP features. Should business owners decide to venture into SERP marketing, however, there are two ways. One would be through search engine optimization (SEO). The other one would be via paid search engine marketing (SEM). Both bring positive results, but it would be best for businesses to do a little research first before making any investment.