Have you heard the term SERP thrown around while doing your SEO marketing research but not known what it meant? Maybe you understood it years ago, but the 2023 updates leave you confused. Let’s dissect everything there is to know about SERPs so you can get your business in tip-top shape.
From defining answer boxes to learning the difference between organic and paid searches, this SERP update is a one-stop shop for understanding how Google displays results in 2023.
Define SERP
SERP stands for Search Engine Results Page. We’ve all seen them! When you go to Google a question, you’re always met with a few different options. Sometimes you’re shown images to scroll through; other times, you’re given local business information—these are all known as t types of search results. Google and other search engines carefully choose how to display the information they deem relevant to your query—but often, they switch around which type of result page is the most important.
How is SEO Important to SERPs?
SEO is an important part of SERPs because when search engines determine how to rank a website on their result pages, they look to the SEO elements within your content. Keywords, backlinks, and more build long-term equity between your website and Google. The more updated your SEO, the more a search engine algorithm understands you’re trustworthy. Then, they can rank and display your content how they see fit on a SERP.
When we work on SEO Strategy for our clients and our own content, we research what SERPs are looking for so that we can continuously optimize content. Since that can vary from year to year, it’s important to stay on top of understanding SERPs to get the best results from SEO.
Most Common Types of Organic Search Results
Understanding the different organic results listed on a search engine results page is important.
These are the most common non-paid search results, and all get their ranking defined by SEO:
- Featured snippet
- Local map pack
- People Also Ask
- Knowledge panels
- Image pack
- Popular products
- Related searches
- Video Carousel
What is a Featured Snippet?
The featured snippet has been a staple in SERPs for years. If you look at Google, the featured snippet is that large box at the top of the results page. Google displays a “snippet” of content pulled from the highest-ranking organic results.
Featured snippets are valuable for giving users a quick and relevant answer to their questions while showing a text or video from a website that answers it directly. This can be in a few different forms: paragraphs, bulleted lists, or even tables. Featured snippets can increase your ranking and must be reliable on mobile and desktop views.
Local Map Packs on SERPs
Search engines will show users a local map pack if it thinks a query requires a local answer, such as a “near me” search. For example, if you were to look up something like “pizza near Chicago,” Google would likely respond with a local map pack to indicate businesses geographically close to you. The local map pack will give three physical locations, hours, contact info, website links, and directions.
If you have an in-person location, this is one of the direct results of Local SEO tactics. With the perfect keywords in your content, search engines will be able to show your website as an option in a local map pack, and you could gain more traffic, both online and on foot.
The SEO Importance of People Also Ask
The People Also Ask (or the PAA) shows a list of similar questions that other users have asked in relation to yours. The algorithm sorts through other websites and content and generates questions and answers they deem relevant to the original query. Users can click each question and refine their search.
People Also Ask boxes are helpful in discovering related keywords that your target audience is reading. Understanding similar questions can help you with your Blogging strategies and learning the keywords needed for your content to rank on SERPs.
What are Knowledge Panels?
A basic knowledge panel tends to include images, links, facts, and other necessary information to answer the search query. When looking at a SERP, the knowledge panel pops up on the right side of the page to show you information about specific brands or organizations. Generally, a knowledge pack is shown when your search attempts to ask about a specific place or business.
Knowledge panels can also have a review section, where clients can leave a rating and comment on products and services for said business. Users are more likely to click on and trust businesses with reviews, and search engines are more likely to trust their content and rank them higher.
What is an Image Pack on a SERP?
If a search refers to images, Google will display a series of images known as the image pack. Google can determine from the words searched if visual content is valuable and presents a carousel of images related to the query. For example, if you typed in “ocean images,” the algorithm would scour content to display images they believe answer that request.
Why do SERPs Show Popular Products?
Popular products are an organic display of up to 10 product listings found on Google. If you search for “high heels,” the search engine will offer a carousel of products that meet that intent. You can then filter by category or price to determine the best product.
If you sell a product, optimizing the correct content to get good visibility and show up under this feature is important. Look at your Product and Collection Descriptions to ensure keywords are fully optimized.
The Importance of Related Searches
Related searches are designed to provide users similar questions and information to their original topic. To find the related searches, you scroll to the bottom of the SERP. Algorithms read everything from the user’s search history to the website content to determine what searches should be offered.
Related searches help improve user experience and increase the likelihood of successfully finding the information they need. They also help drive traffic to other websites ranked by the search engine.
Why SERPs Use Video Carousels
With the rise of YouTube and other forms of media, video carousels have been increasingly important throughout the last ten years of SERPs. The Video Carousel shows video snippets with a title and description relevant to a search. To successfully appear on the SERP, the site has to have a correctly embedded video link.
62% of Google searches now include video carousels, and they are becoming an extremely vital part of SEO. Since they appear at the top of the screen, users are likely to click them. Consider utilizing videos in your content to rank on this SERP.
3 Types of Paid Search Results in 2023
The alternative to organic results is paid results. Every type of paid result will indicate the result is an advertisement, likely with an AD in the corner. When a company pays to have its content shown at the top of the results page, it’s a paid result. Keep a look out for these common types of paid search results:
- Google text ads
- Google shopping ads
- Map-local search ads
1. Pay for Google Text Ads
You can pay for a Google text ad if you want to secure a spot for a specific keyword. Depending on the advertiser’s bidding strategy, these ads can be placed at the very top of a search engine result page or the bottom. A top spot tends to reach more users and has higher traffic than the bottom spots.
The benefit of paying for a Google Text Ad is that your content will appear above the organic results, increasing your visibility. Ads also allow you to show up for searches with keywords of your choice. Businesses also only pay once someone clicks on their ad—not beforehand.
2. Advertise with Google Shopping Ads
Google shopping ads, or product listing ads, offer a carousel of relevant products from paid advertisers in response to a query. Paying for your product to appear will ensure that your content will be shown above the organic search version of a product.
3. Use Map-Local Search Ads
If you have an in-person business, map-local search ads are the local SEO version of a paid ad result. When someone conducts a geographical request, like “bookstore near me,” you can pay for your store to be shown. The businesses in these paid results have a Google My Business profile and actively use the Google Ads feature to promote their business.
In the constantly evolving world of SEO, staying on top of the SERP algorithm is important. When you understand the ins and outs of search engine results pages, you can look at your content and see what can be optimized to get your website to the top of the charts.