When studying SEO to be able to increase website traffic, you will certainly come across the term SERP. Then, the question arises: “What is SERP? And, why is SERP an important thing in an SEO discussion?”
Curious, right? Well, all these questions will be answered in this article. Come on, just start the discussion until it’s finished!
What are SERP?
SERP stands for Search Engine Results Page. That is, SERP is the page that search engines display to show user search results.
SERP consists of organic and paid search results.
Interestingly, even though they use the same keywords, the display of results on search engines can vary between users.
Why is that? What are SERPs exactly?
Search engines like Google will display search results based on various factors that are relevant to the user. For example, where the user lives, search history, social media used, and other settings.
So, Google users in Indonesia and America may see different results when using the same keywords.
You already know what SERP is, right? In short, search engine results are called Search Engine Result Pages (SERPs).
Why is SERP Important for SEO?
Then, why is SERP the main topic in the SEO guide? Here’s an explanation.
Why is SERP important for SEO?
The main reason is because the end goal of all SEO efforts is to place a website in the SERPs, especially in the top positions for organic search results.
So, SEO is a free effort so that your website can appear in the SERP according to certain keywords.
However, not all SERPs are the target of SEO activities. Because, only the first page of the SERP provides benefits for your website.
Most people click on search results on the first page of the SERP only. If the search results for position #1 get an average click of 31.7%, only 0.78% of users click on the website on the second page of the SERP.
So, it’s no wonder that people are competing to implement SEO strategies so that their website is on the first page of the SERP?
How to Make a Website Appear in the SERP?
SERP is a search result that consists of three components, namely paid ads, organic results, and SERP features. So, so that your website can appear on Google’s SERP, here’s how:
1. Use Paid Ads
When using paid advertising, your website will appear in the SERP.
The practice of showing websites on the SERP with paid advertisements is called Search Engine Marketing (SEM). You need to win the bid for your ad to be placed at the top of the SERP.
The method used is Pay Per Click (PPC) where you only have to pay for the ad if someone clicks on it. So, you have to prepare a special budget for this ad.
2. Perform SEO Optimization for Organic Search
In order to appear in Google’s organic search, you must pay attention to the Meta Tag, which consists of a meta title (title), URL slug, and meta description.
Well, the organic search results in the SERP are taken from a database called Google Index. This means that your website must enter the Google Index first, so that it can appear organically on the SERPs—no matter what page it is on.
Apart from paying attention to meta tags and entering the Google Index, you also need to update information about Google’s algorithm. Why is that?
This is because Google uses a super-sophisticated algorithm that is always updated to sort organic search results. Many assessment factors are used so that only relevant and quality results can appear on the first page of the SERP.
3. Take advantage of SERP features
Utilizing various SERP features is effective enough to make your website appear in Google search results. So, you can use the one that best suits your purpose.
Here are some SERP features that often appear on Google:
– Featured Snippets
SERP Featured Snippet is a feature that displays content snippets of one website with the most relevant information for certain keywords. Generally, Featured Snippets are at the top of the SERP. This is what makes it often called ranking #0.
There are three most common formats of Featured Snippets, namely paragraphs, lists and tables. However, sometimes it is also displayed in video format.
To be able to get Featured Snippets, a website must be in the top five SERP positions and have a neat and SEO friendly article structure. If Google understands it easily, it’s not impossible for the article to be recommended as a Featured Snippet.
– Rich Snippets
Rich Snippets are a more complete version of the regular SERP search results.
In addition to standard information, the organic results also include a review from a website. So, it will look more prominent in the SERP.
– Knowledge Cards
Knowledge Cards appear above Google’s SERP and display short answers to the keywords being searched for. This SERP feature can appear in various formats.
You can get this feature even though there are conditions that must be had. One of them, the website must be considered a trusted source of information according to Google. Not infrequently, data from Knowledge Cards is taken from third-party sources related to Google directly.
4. Knowledge Panels
Knowledge Panel is a SERP feature that provides key information for keywords. On mobile devices, this feature usually appears above the SERP. While on the computer, it will appear on the right side of the screen.
Just like Knowledge Cards, data from the Knowledge Panel also comes from trusted sources. For example, Wikipedia as shown in the example above.
5. Collection of Images
As the name suggests, Image Packs will display thumbnails of various images that match your keywords. Generally, the SERP feature places the search results image in the top position.
All image thumbnails displayed are managed by the Google Images service. When clicked, the user will get information on the source of the image so they can continue to the website.
6. Headline News
Main News (Top Stories) will display the latest articles/news and videos according to the search keywords. Search results will display thumbnail images, titles, website names, and news release times.
As with other SERP features, Headlines are also often placed at the top of the SERP. However, as much as 99.31% came from websites registered on Google News.
7. People Ask Too
The People Also Ask feature displays questions users frequently ask about certain keywords. In the question list box there will be short answers like Featured Snippets.
Do you want your website to take advantage of this SERP feature? Create informative content and have relevant answers to questions users frequently ask.
8. Shopping Results
As the name suggests, Shopping Results is a SERP feature that will display ads from products that are relevant to keywords, especially those that have the intention to buy the product.
Each shopping result contains complete product information, from name, price, seller, reviews, to ongoing promotions.
9. Sitelinks
Sitelink will display the most popular pages from your website. The information will be at the top of the SERP just below the top organic search results.
Sitelinks are very useful for increasing click rates/CTR, increasing product awareness, and even making your website more trusted thanks to complete information.
10. Video Search Results
Video search results are also a SERP feature that you can take advantage of. If you’re targeting Google users, make sure your video has been uploaded to YouTube. The reason is, all video search results are related to this service.
Basically, video search results are divided into two: videos from YouTube directly and videos from websites originating from YouTube.
In the video search results, Google will display short information related to the video such as the title, upload date, party who uploaded it, video duration, and a short description.
Get Your Website on SERP Right Now!
You have learned what SERP is which is very important for website development. Especially if the website is able to be on the first page.
You have learned various ways to make your website appear in search results. Starting from using paid ads, doing SEO optimization for organic results to taking advantage of various SERP features.
With the information above, you are able to make your website appear on the SERP according to business goals. The higher the position in the SERP, the more likely your website visitors will be.
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