Search Engine Result Pages (SERP)

15 july, 2021 by Ameer Sultan

There are a lot of acronyms in internet marketing jargon, and you’ve definitely seen the phrase “SERP”. “What SERP stand for?” you might think.

A search engine results page (SERP) is a page search engine generates when a user makes a search. The SERPs show a list of results or websites that are related to the user’s query. Paid adverts may also display in a SERP if they are appropriate.

Defining SERP

What query did you make on Google last when you were online? Do you remember seeing list of results and scrolled through those links? The search engine results pages hold all the clickable and most pertinent options of your query.

SERP stands for search engine results page, and it’s the page that appears when you type a query into Google or another search engine’s search field. Search engines return a ranked list of URLs that are related to the specific terms typed in.

Relation of SERPs and Search Engines

Using the search engine’s unique ranking parameters, relevant website pages containing the keywords are rated from most appropriate to least appropriate for each keyword phrase. For example, Google’s algorithm has more than 200 ranking parameters.


Users usually pay attention to and click on the first SERP, however search engines usually have numerous pages of results. Whether you use Google, Bing, or the environmentally friendly Ecosia search engine, the term “SERPs” applies, and you want your company’s website to rank high for popular keywords in order to generate leads and consumers.

Two Kinds of SERP results

Although organic search results make up the majority of the listings, SERPs also maintain a second main category of results: the paid category.

To pick the best strategy let’s find out the difference between two categories.

Organic Search Result Pages

The page listings that organically match the quality, relevance, and authority characteristics of a search engine’s algorithms are referred to as organic results. The ranking algorithms evaluate online content using a variety of criteria – Google, for example, has over 200 ranking parameters.

While Google’s format changes frequently with the change of search, organic text-based results normally appear in the first ten positions on page one. The role that SEO plays is it gains a prominent spot on the top SERP and evades the second or third pages, where only a small percentage of users will find you.

Because organic results relate to Google’s complicated system, they necessitate extensive efforts to reach users. Better rankings are obtained by carefully knowing and appealing to the search intent of users. The search intent – search of specific keywords in search engine — is usually divided into three categories:

Intent, Transactional, shows that user is considering or about to make a purchase (e.g., “Cheap smart phones”).

Information intent shows that user is looking for information on a specific topic (for example, “Smart phones”).

Map centered approach of user shows that user wishes to get to a specific location or piece of information (for example, Best and cheapest smart phone in the market address). Intent-focused pages tend to rank well in the organic section of the SERPs because Google prioritizes the user experience and the creation of high-quality content.

SERPs and Paid results

Google’s modest green “Ad” box is one of the most commonly found elements that distinguish paid result queries from organic text-based advertising. Paid search results are typically found at the top, side, and bottom of SERPs.

As the name implies, these results do not appear free of cost on search engines. They are classified as cost-per-mille (CPM), which means you pay for a thousand impressions, or pay-per-click (PPC), which means when someone clicks on your ads, it will cost you money.

To list shopping options and products companies put image-based paid ads to position on the top or middle or SERPs.

Features of SERP

Excluding SERP features will leave our definition incomplete.

There are some fascinating aspects in the SERPs that make particular results stand out. Google and other search engines have added helpful boxes, graphics, and interactive panels as they have evolved.

Anything unusual on a search engine results page is most likely a SERP feature. The SERP elements, which include paid adverts, improve the user experience throughout the search process.

We have outlined some Google SERP features to use to your advantage for better SEO:


Rich snippets are added information to text-based search results. Rich snippets could be review ratings, recipes, or breadcrumb lists when using Schema markup.

General results

Extra media, such as photos and maps, appear surrounding text-based results in universal results.

Featured snippets fall under this group of SERP, and they’re a crucial component with a sizable SEO footprint.

Knowledge Graph

It appears in a card or panel format which consists of connections of small pieces of information.

Google Ads

Google ads can use three to four slots on SERP above the organic results. Your advertising is placed differently from other keyword-targeted ads in an auction framework depending on your maximum bid amount, ad relevance, and click-through rates.

Google shopping

The SERP shopping area has pricing, product tags, pictures and store names. To target transactional queries Google places this paid advertising at the top of page.

SEO and SERP relationship

In the business world, “location is everything,” and SEO is no exception. To make income and gain visibility, you must first know how to deal with the SERP.

The SERPs are the arena in which your SEO strategy competes with other websites. It’s where you create first contact with users and get them to visit your pages. There is no better place than here to master your SEO skills.

1. Use titles and meta descriptions to Increase click rate

The structure of results, shown on SERP is very significant for SEO. User will click on your link if you will provide them better details. Text-based results on SERP generally contain few parts. What are those parts?

A title and meta description are most prominent parts which are observed first hand by users while they scroll the SERP. If users find your contents relevant and enticing they will pick your result.

To get success on the search engine results page, you must create interesting titles with a central keyword. Descriptive result details improve your ranking and drive traffic to your site.

2. Use clear and identifiable URLs to raise brand awareness

While your URL has not much to do with SEO, it can help you build a stronger brand if you use simple, legible patterns.

Computer-generated URLs, for example, with tail of numbers and nonsensical characters, are ineffective at distinguishing enterprises.

If you will use this type of URL with a long series of nothing the user might pass to next easier and clearly stated website.

Instead, you can use clear URL such as

Domain names and page URLs can do wonder in the name of boosting your SEO campaign.

Use Google My Business to help your brand recognized

Local searches can accumulate and promote physical business and this happens due to navigational search intent.

When it comes to local SEO, registering for Google My Business can immediately show consumers your address, phone number, and other contact information when they search online.

Google My Business listings are a useful resource within the SERPs, and having a strong presence in the SERPs can boost brand awareness and sales.

eSOLS can rank you at the top of Google SERPs

It’s critical to understand what the SERP is and how it affects your SEO efforts. Perhaps this article has answered the question, “What is SERP?” You can navigate SERPs and develop a profitable strategy for your organization if you have a thorough grasp.

eSOLS is a truly sophisticated agency where we upgrade your market value and plans. We avidly work here to deliver results. If you want to find more about our SEO team or work we have delivered you can visit our website or send an email.




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