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If you know exactly where you’re headed on the internet, you can just head right to that site or even to that specific webpage. If you’ve been there before, it will likely even autopopulate for you as you begin to type in the site’s name.
On the other hand, if you’re searching for something — from a great pizza restaurant in Phoenix, to the definition of mid-century modern design, or an explanation of ad fatigue — you’re not going to head to a specific website or webpage. Instead, you’ll open a search engine like Google or Bing.
When you type your search terms into the browser’s bar (think “best pizza restaurant in Phoenix,” e.g.) and hit “return,” the next page you will see is the search engine results page.
What Is SERP?
A Search Engine Results Page (SERP) is the page displayed by a search engine after a user enters a query, typically featuring three main components.
At a glance, you might think a SERP is pretty simple. After all, isn’t it just a list of relevant websites based on the term you used in your query? Not entirely, actually — and in fact, there’s quite a lot going on with a search engine results page, from paid placements to organic results to ads and more. Plus, these days, an AI (artificial intelligence) overview now appears at the top of many SERPs as well.
The Evolution of the SERP
Google’s Search Engine Results Page (SERP) has undergone a profound transformation, evolving from a simple list of “ten blue links” to a dynamic, information-rich interface driven by significant advancements in algorithms and language models.
Initially, SERPs primarily displayed organic search results determined by Google’s PageRank algorithm, which prioritized links. Early updates like Panda (2011) and Penguin (2012) significantly shifted focus towards rewarding high-quality, original content and penalizing manipulative link-building tactics, respectively. This marked a move towards improving content quality and user experience.
A major leap occurred with the Hummingbird update (2013), which allowed Google to understand the meaning and context of queries rather than just individual keywords. This was crucial for handling more natural, conversational language. This semantic understanding was further enhanced by RankBrain (2015), Google’s first AI-powered ranking signal, which used machine learning to interpret ambiguous queries and improve results based on user interaction data.
The integration of advanced language models became even more prominent with BERT (Bidirectional Encoder Representations from Transformers) in 2019. BERT enabled Google to understand the nuances, context, and intent behind complex search queries more accurately, leading to more relevant results for long-tail and conversational searches. More recently, the Multitask Unified Model (MUM) in 2021 took this even further, allowing Google to understand information across multiple languages and formats (text, images, audio, video) simultaneously, aiming to answer complex queries in a single search.
These algorithmic shifts have directly influenced the proliferation of SERP features. Examples are listed below.
The most recent and significant evolution (at the time of writing) is the introduction of AI Overviews (formerly SGE), which provide AI-generated summaries and answers directly at the top of the SERP, synthesizing information from multiple sources. This development aims to provide faster, more comprehensive answers, although it has raised discussions about the “zero-click” phenomenon and the continued importance of high-quality source content.
In essence, Google’s SERP has transformed from a list of pointers to an answer engine, driven by increasingly sophisticated AI and language models designed to understand user intent more deeply and deliver diverse, highly relevant information directly on the results page, often reducing the need for users to click through to a website. This continuous evolution necessitates that SEOs and marketers constantly adapt their strategies to maintain visibility and engage with users in this dynamic search landscape.
Currently Google also offers a feature called AI Mode, which is only available in the US and in English, and is in Beta phase. Users can opt in through Google Experiment Labs.
SERP Results (Types)
The primary purpose of a SERP is to display the results of a search query on a search engine, like Google, providing users with a list of relevant websites, information snippets, and other content. The primary types of results appearing on a search engine results page are paid results (advertisements) and organic results (natural, non-paid results).
In addition, modern SERPs include various SERP Features that provide rich, immediate answers and diverse content types, as explained below.
Organic Search Results
Organic search results are non-paid results, often displayed as blue links, that are determined by the search engine’s algorithms. The better a website ranks in organic search results, the more people are going to find it. A high organic rank is the goal of all online advertisers and marketers.
Websites earn a place in organic search results by being deemed relevant, high-quality, and authoritative by search engine algorithms. This is achieved through various factors, including content relevance, backlinks, on-page SEO, and domain age and authority. The better maintained a site is, with fresh content created by humans, not AI, and the longer a site stays around, the better its organic search placement will be.
Organic results on a SERP are typically displayed below any paid advertisements or sponsored results, which occupy the first few spots. So, too, do local search results on a SERP typically appear above the standard organic search results. They often show up in a section showcasing three to five local businesses with relevant information, including addresses, phone numbers, and directions. Additionally, a map view may also appear, highlighting the location of businesses within the area.
Organic search rankings are influenced by a complex web of factors, broadly categorized into on-page, off-page, and technical SEO. These factors aim to provide users with relevant, high-quality results that also provide a good user experience.
It can’t be stressed enough that high-quality, informative, and engaging content is essential, with writing and media that people will genuinely want to consume. A good user experience — like fast-loading pages and easy site navigation — also helps, as does careful keyword selection. Backlinks, which are links placed on other websites pointing to yours, also do wonders for organic search rankings.
Paid Search Results
The top results you see when you run a web search may not be the best fit for your query, but there they are anyway, because someone paid for them to pop up.
Paid search ads are distinguished from organic search results primarily by their placement on search engine results pages. Paid ads are typically displayed at the top or bottom of the SERP, and they are revealed by one more telltale factor: They’re labeled as “Ads” or “Sponsored,” while organic results appear naturally, based on relevance and quality.
Advertisers pay for clicks on paid search ads using a pay-per-click (PPC) model. This means they are charged a fee each time a user clicks on their ad. The cost per click (CPC) is determined by an auction system where advertisers bid on keywords. Advertisers can set a budget for a given ad or ad campaign, and once the allocated money is exhausted, their ads are pulled and other ads are given priority.
SERP Features
SERP features are the various elements — including the standard blue links (or purple links, after they’ve been clicked) — that appear on a search results page. These features aim to enhance the search experience by providing additional information or functionality, often helping users find answers faster.
Common examples of search engine results page features are designed to provide users with more immediate and informative results, often displayed above the organic search results. Here are some examples:
- Featured Snippets: Direct answers extracted from webpages, often appearing at “Position 0.”
- People Also Ask (PAA): Related questions that users frequently ask.
- Local Packs: Maps and business listings for local searches.
- Knowledge Panels: Comprehensive information boxes for entities.
- Rich Results: Enhanced organic listings with images, ratings, or other data (e.g., product snippets, recipe cards).
- Image and Video Carousels: Visually oriented content directly on the SERP.
- Shopping Results: Integrated product listings.
- Top Stories/News: Real-time updates for trending topics.
- AI Overviews: AI-generated summary of search results.
SERP features — like featured snippets, knowledge panels, and rich results — significantly impact the visibility of both organic and paid search results. They can boost visibility by highlighting content directly on the SERP, potentially capturing user attention more effectively than traditional listings. However, they can also push organic results down the page, potentially reducing their visibility.
Yes, you can influence whether your content appears in SERP features. While you can’t guarantee appearance (or lack thereof, though few people would hope for that), you can significantly increase your chances by understanding user intent, optimizing your content, and implementing strategies that signal to search engines that your content is valuable and relevant.
To try to get yourself featured in SERP knowledge panels, focus on establishing a strong online presence, ensuring consistent information across various sources, and optimizing your content for relevant keywords. This includes creating a Google Business Profile, building a strong presence on trusted websites like Wikipedia, and using schema markup to provide structured data to search engines.
To try to get tagged in a local pack, focus on optimizing your Google Business Profile (GBP), ensuring accurate and consistent NAP (Name, Address, Phone number) information, and building local backlinks. Also, encourage and respond to reviews, target local keywords, and ensure your website is user-friendly and fast.
Analyzing and Understanding SERPs
The more you know about SERPs in general, but also about how they differ across a few different search engines, the better equipped you’ll be to make search engine results pages work for your business or brand.
Keyword Research and Competitive Analysis
SERP analysis is a powerful tool for both keyword research and competitive analysis. By examining the top-ranking pages for specific keywords, you can gain valuable insights into your competition, identify ranking opportunities, and understand search intent. You can also use this keyword research process as a way to identify potential new keywords and phrases you should be using.
Google vs. Bing
Search engine results pages can differ significantly between search engines like Google and Bing due to variations in ranking factors, user interface, and the inclusion of specific features like AI integrations. While both offer organic search results, paid ads, and sometimes knowledge panels, they differ in their emphasis on certain aspects and the overall presentation of the results. Bing tends to lean more heavily into images and videos at the top of the SERPs, whereas Google uses more short snippets of written content.
User Intent
Search engine results pages can vary notably depending on the type of search you are conducting, such as informational, navigational, or transactional searches. For example:
- Informational searches, like “how to bake a cake,” yield results with articles, videos, and featured snippets that answer questions.
- Navigational searches, such as “Reddit login,” display the specific website as the top result, often with sitemaps.
- Transactional searches, like “buy iPhone 16,” feature product pages, shopping ads, and local listings to facilitate purchases.
Understanding SERPs is crucial for digital advertisers, as they directly impact website visibility, organic traffic, and click-through rates. A higher ranking on a SERP leads to increased organic traffic, which translates to more potential leads and sales. Furthermore, understanding SERPs allows for better optimization of content, leading to more effective advertising campaigns and improved user experiences.
Key Takeaways
A SERP, or Search Engine Results Page, is the web page you see after you search for something on a search engine like Google or Bing. It displays a list of relevant websites and other search results, potentially including paid ads. A SERP can feature images, snippets of copy, maps showcasing local businesses and attractions, and more. Advertisers compete for top positioning in search engine results pages both by running paid ads and by trying to get their brands higher up in organic search results. A web page ranks well due to having good content, excellent navigability, and authority based on time and frequent updates. SERPs can also be great tools for marketers to study, as they can conduct keyword research, see what the competition is doing, and more.
Frequently Asked Questions
What is a featured snippet and how can I get one?
A featured snippet is a special search result box that appears at the top of Google’s search results, providing a quick answer to a user’s query. It’s a condensed version of content from a top-ranking page, and often appears in the form of a paragraph, list, or table. Getting a featured snippet can significantly boost your website’s visibility and click-through rate, as it appears at “position zero” — above organic search results. You don’t pay for these snippets — you earn them by maintaining a site with great copy and content, including relevant and well-incorporated keywords.
What is a knowledge panel?
A knowledge panel is a prominent information box that appears on Google’s search results pages for people, places, organizations, and so on. It provides a quick snapshot of key information about the entity, like a brief description, images, and relevant details. These panels are powered by Google’s Knowledge Graph, which is a massive database of structured information.
What Is the “People Also Ask” (PAA) Box?
The “People Also Ask” (PAA) box is a Google SERP feature that displays a list of related questions to a user’s initial search query. These questions are typically displayed below the main organic search results. When a user clicks on a question, the answer is revealed in a drop-down format, and a link to the source page is provided. The PAA box can also expand with new related questions as users interact with it, and it can be a powerful research tool for marketers looking to enhance the sites and pages they manage.
How might AI impact the future of SERPs?
AI is already rapidly transforming SERPs, prioritizing user experience and direct answers, while also impacting how businesses approach search engine optimization (SEO). AI-powered features like AI Overviews provide concise, synthesized answers directly within the search results, potentially reducing reliance on traditional organic clicks. This shift necessitates a focus on creating high-quality, authoritative content and optimizing for AI-generated SERP features.
