Believe it or not, SERP isn’t some crazy new slang the kids are using nowadays. The acronym stands for Search Engine Results Page, and as the content clues may tell you, it’s what you see when you search for a term or phrase in one of many search engines across the internet. If you don’t know why that’s important to your business or how to make your specific SERP page work for you, you’ve come to the right place.
Search Engine Results
When you make a Google search, there are two types of primary results you will see: organic and paid. A basic search without any rich results — images, mapped locations, etc. — is more uncommon nowadays because of the advertising capabilities Google offers to businesses. Below are a few other terms to keep in mind.
Enriched Search Results: Instead of basic results, you’re more likely to see something called enriched search results, or results that include a knowledge graph, local pack, carousels, and product listing ads, among others. Google changes its algorithm often, so expect to see new and innovative listings in your enriched search results regularly.
Knowledge Graph: Below is an example of a knowledge graph. As you can see, the breakout box on the right-hand side of the page gives brand information that resulted from our search. In this case, Moose May Marketing. This type of graph provides information about the brand, person, place, or thing that relates most directly to their search. This information isn’t an advertisement, but rather an encapsulation of what Google thinks you’re looking for from its internal sources such as Google Maps, but also Wikipedia and other sites.
Knowledge Panel: There is a slight variation to a knowledge graph, and that comes in the form of a knowledge panel. Rather than sourcing information from across the internet, Google only sources information from Google Maps or My Business listings. If you search for a brand, organization, or business, chances are you’ll see a knowledge panel.
Local 3-Pack: This is a SERP addition that contains a rich listing of three local businesses and a map of their locations. Users who search for a local business typically have a higher likelihood to become patrons of a company in their query, so appearing as a listing on a 3-pack can help increase the foot traffic your business sees. However, it’s essential to keep in mind that 3-pack results only show brick and mortar locations. If you’re online-only, you’re out of luck.
Additional features: Search engine results are more dynamic than ever. Typing “Paris” into a quick Google search brings up People Also Ask, a section that explores related search results, videos displayed as a carousel of Parisian attractions, top stories for the day, and a group of three vertical carousels that explore cities in Europe, the next Summer Olympics, and Cities in France.
The Bottom Line
Nearly all of these results are geared towards increasing the likelihood that a visitor will click through to various pages. The more ways that you can optimize your site to appear in these results, the better your website traffic tends to be. Although Google’s ever-changing algorithms may seem overwhelming, Moose May is here to help simplify the process and help your business make the most of its online content. Contact us today to get started on an SEO strategy to maximize your brand!