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What are SERPs?

These are the pages that an internet search engine returns after a user submits a search query. As well as organic website listings, search engine results pages (SERPs) usually include pay-per-click (PPC) adverts at the same time.

Last Updated: January 16th, 2022
What are SERPs?
What are SERPs?

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Each search engine’s SERP design is different, but Google is the most popular, with more than 80% of the market. In addition to generic search results that simply display the site name and metadata, Googles search algorithm can also return special features like images, shopping suggestions and information cards.

The SERP features displayed following a search, depend on the type of query entered. With search queries typically falling into one of three categories: navigational, informational, or transactional.

These occur when someone is looking for a particular website, but doesn’t type the site’s full address. Unless the searcher is specifically looking for you, it can be difficult to position your website on the first page of these results.

People make an informational query when they want to learn something. Like background facts on a topic or instructions about how to perform a certain task. Normally they’re not looking to buy something, but good content often drives them to a particular brand. That’s why it’s important to create relevant content on your website that caters to the interests of your target audience.

These types of query are made when people are considering a purchase. Transactional queries have the most revenue potential, so keywords tend to have a lot of bids for pay-per-click (PPC) advertising spots. This means that in addition to organic results for their transactional queries, people are more likely to see relevant paid results as well.

Depending on what users are searching for, ranking positions on a SERP can be highly competitive. This is because users are more likely to click on the results displayed towards the top of the page.


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There are various search engine marketing (SEM) tactics that can be deployed to boost a websites position on a SERP. These include pay-per-click (PPC) adverts and search engine optimisation (SEO).

More than 90% of consumer internet traffic goes to websites that rank on the first page of Googles search results. But if your site doesn’t appear on page one, for a search term that you want to rank for, don’t worry. Because we can provide Digital Marketing solutions, to help boost your ranking. Check out our Content Management Service below to get started.
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