What is SERP, and Its Importance in Digital Marketing

Being among the first results of Google is the dream of any company. After all, the most famous search engine in the world processes at least 3.5 million searches per day, which represents 40 thousand searches every second.

So, it’s conceivable that Google’s home pages have become “Globo’s prime time”.

When a user searches for a term on Google, they have access to SERP, the search engine results page.

Its importance in digital marketing is undeniable, as thousands of brands invest in SEO strategies and ads to stand out.

But to plan SEO, you need to know what you are dealing with.

That’s why in this article, we’ll explain what SERPs are and why they’re an essential element of your website’s content marketing.

Keep the following to understand:

  • What is SERP
  • How important is the SERP for SEO
  • The main features of the Google SERP

What is SERP?

SERP is the search results page of search engines. Its acronym comes from the Search Engine Results Page and its purpose is to help users find what they are looking for.

When entering a keyword in the search field, the visitor finds a page full of results related to the term used.

Google’s algorithm makes a ranking to determine which sites should appear on the first pages of the SERP and it takes into account various SEO (Search Engine Optimization) practices.

To get organic traffic, you need to optimize your blog or website for SEO. Otherwise, you won’t have much space among so many competitors.

There are many ways to gain prominence on Google and they are not limited to the results in the form of a list that we already know well.

Google’s resources go far beyond organic link search and can include featured snippets, Google Shopping, and Google Images, among others.

How important is the SERP for SEO?

By knowing the SERP and its resources, you can develop SEO strategies to occupy the top positions in Google.

That way, you increase your organic traffic and your brand awareness, attracting new leads. Of course, all this requires serious efforts that involve:

Everything in the SERP is calculated to enhance the user experience. Therefore, if your site does not provide a good experience, it will hardly be ranked on the first pages.

SEO factors are also taken into account in sponsored ads. So, if you want to have the best position among advertisers, be sure to optimize your site anyway.

Key Features of Google’s SERP

On Google, each type of search yields different results. The search engine works with a factor called ZMOT (Zero Moment of Truth), which are micro-moments that cause the results page to be reshaped depending on what the user searches for.

If he searches for a location, for example, Google will present maps and addresses, in addition to links.

So that you can better understand how to make the most of SERP in your SEO strategy, let’s list some Google features below.

Featured Snippets

Featured snippets are also known as Google’s zero position, as they are above the top positions, which makes them very advantageous.

Snippets are direct and summarized answer boxes that appear with the aim of making the user’s life easier so that he does not need to access the page link to get the information.

They can appear in the form of lists, paragraphs, or tables and are ideal for providing answers about recipes, step-by-step, definitions, or comparisons between products.

Google Images

Google Images is an organic resource that ranks website images according to their SEO optimizations. If you’re having a hard time appearing in the SERP’s main page results, you can focus on Google Images.

You can search for images using filters such as color, size, and image type.

Google Shopping

Google Shopping results are paid results from companies that want to advertise their product in this format.

They often feature products with a title, image, and price, placing them next to each other so the user can compare different options.

They are a great way to advertise when your product visually catches the eye.

News Box

Newsboxes are small boxes that feature featured images from news sites. When searching for a term related to recent news, the user may find this result format.

Google Adwords Ad

If you don’t mind paying to get a good spot on Google’s SERP, you can use Google Adwords sponsored links.

It works like this: you determine the keyword you want to advertise for and Google will put you in front of the organic results.

However, the search engine signals when a link is paid so that users are aware of it.

Knowledge Cards and Panels

Knowledge cards and panels are resources that bring content and summarized information for a keyword, being done collaboratively or bringing graphics from other sites.

However, it is important to note that, in this format, Google does not always direct the user to the website link that is the source of the information.

Related Searches

Related searches are questions suggested by Google itself, often appearing as common searches that users who used similar terms made.

Its objective is to help in the solution of the person’s need, after all, often the user does not know what question to ask or what term to put to find what he wants.

When clicking on the suggested question, the user finds a new result and a new link that answers it.

Alright, I hope you got an idea that what is email marketing and how you can start email marketing easily.