Search Engine Results Page Abbriviated as SERP
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What is Search Engine Results Page - SERP?
Search Engine Results Page or SERP for short is the listing of results that have been returned by the Search Engine through querying of certain Keyword(s). It could include results for web pages, video, maps, books, images and anything that is related to the keyword being queried.
SERP results are also different in nature and may be sponsored or organic.
When referring to a websites SERP results, one is referring to the Natural listing of the website links that appear on the Search Engine in reference to the Keyword being used. This result is usually referred
to by page, result number, Search Engine and the keyword, for example Page 1 Result Number 3 in Google Search for the keyword "SERP".
Please refer to Diagram 1.1 for an example of a SERP result.
Diagram 1.1 - SERP Example
Notice that for the site Wikipedia, the SERP result is Page 1, Result 1 on Google for the keyword "Search Engine Optimization".
How to test a Search Engine Results Page?
There are many ways you can test SERP and can be both manual or automated testing. First you must determine which Search Engine you would like to test the results on and then you must determine the keyword(s) you would like to test.
Once you determine that, enter the keyword into the search engine and notice the results that are returned. The returned results on Major Search Engines include
1. A Title
2. A Description or Snippet
3. URL Link
Please refer below to Diagram 1.2 to illustrate a SERP Anatomy
Diagram 1.2 - SERP Anatomy
Remember that SERP can also differ from country to country as personalization is taken into account. Also Google provides different Country Search and the results may differ depending on the prefix or country you conduct your search with.
How to get better SERP Results?
There are many factors involved in Search Engine algorithms that determines how it ranks different results and these factors are different for Search Engines depending on what they perceive as important. However, there are some accepted factors that are agreed to have a positive or negative impact on rankings. In order of importance factors that determine SERP Rankings include
1. Page Value
Search Engines are always investigating new techniques on how to deliver value to their users,
if someone wants to query "List of Free SERP Tools" then search engines wants
to display sites that provide a list of Free SERP tools, this is known as
establishing value.
When we discuss page value or website value we specifically mean the value the site offers towards
answering a specific keyword query.
One must also bear in mind this is a difficult process, for example, if you were looking for
something specific such as "Definition of SERP" it's simple to determine if a
website answers that specific query and thus the value will be determined on how well the website
has related towards providing the answer to that Specific query. However, when someone quires
a broad keyword such as "Information" then it's a little more
difficult for Search Engines to determine the value as the Keyword query, is
broad in nature and the true answer will lie behind the person who entered the query, one person
could want to know the context of information and another could simply want a brief definition.
Search Engines are always trying to improve their service by finding new ways to
measure this intangible factor, but bottom line, to achieve higher in the Search
Engine Results Page, you must first start by making sure that you are truly providing
value by answering that specific keyword query.
2. Title and Description
The Title and Description of the website will affect the search engines ranking. Search Engines look for relevant titles and descriptions that are associated with a Keyword Query in order to establish value, it's one of the mechanisms used by
the Search Engine Algorithm.
3. Content
The content of a website can be used to build up the description of the website. It can be relevant to determine SERP rankings depending on the nature of the keyword search.
They say that content is King, but that is only true when content comprehensively
to the best possible
answers the question in hand and thus provides value to the seeker of the querier.
4. Back Links
Search Engines find it very important that you have Quality Links pointing back to a site to rank it higher. One method of determining SERP results is for search engines to analyze the Backlinks (Links pointing to a certain website) to a certain website that are relevant to the keyword being used. This is because if
Website A is pointing back to website B, that means Website B has value in what it offers and for
that very reason must be important. Remember that Search Engines are intelligent
and will determine if the link pointing back to the website is related or provides value in anyway.
5. Meta Data
The Meta Data including the Meta Description and Meta Keywords are used by Search Engines to
help build a description about a website and play a role with some search engines to determine SERP.
The closer the description fits the targeted keyword the more chances there are that the website will achieve
higher ranking SERP.
More SERP Ranking Factors...
SERP Tools and Resources
Here are some links to interesting tools you can use all related to SERP and
determining what are a websites Search Engine Results Page.
1. Free SERP Tools
2. Articles About Search Engine Results Page
Article References
This article was created based on the following references:
1. Wikipedia
2. Google Search Basics
3. Search Engine Watch
4. Ajazi Search Engine Optimization
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