Search Engine Results Pages (SERPs) is the page of search results provided after submitting your query. These results often include a combination of paid slots, organic results, and PPC (pay-per-click) ads. Studies have shown over 90% of users click on the first three search results, making search engine optimization (SEO) a competitive but important part of ranking highly in search engines. In addition, SERPs are becoming more complex due to the schema markup launch.
With over 90% of traffic going to the top results on Google, every business wants and needs to be on the first page. However, if your website is not showing up yet, there are various strategies that can help you boost your ranking. The first step is to have a good understanding of how search engines rank websites.
What Are Search Engine Result Pages (SERPs)?
When you search a term using Google or another search engine, the page of results shown is known as the SERP or search engine result page.
Types Of Search Queries
There are several types of search queries, and this determines the SERP displayed. Searches are usually one of three main categories: informational, navigational, or transactional.
Informational Search Queries
This type of search occurs when a person wants to learn about a certain topic or searching on how to do a specific task. Although this type of search is not directly looking to buy anything, the correct content can direct them to your website. That is why many websites provide useful content relative to their brand, product, or services. It draws in the targeted audience and builds brand awareness.
One effective method for generating traffic with informational searches includes the use of media-based content, such as videos or images. Consider the following examples:
- Downloadable guides
- Shareable infographics
- Instructional article or blog post that provides useful tips
- How-to videos that discuss your service or product
Navigational Search Queries
This type of search occurs when a person is searching for a certain website but is not sure of the URL. It can be challenging to appear on the first page for navigational search queries without the user specifically searching for you. You could think about running ads targeting keywords you would like to rank for, such as your business name.
Transactional Search Queries
A transactional search query occurs when the person is interested in making a purchase and searches the category, product, or services. This type of search provides the highest revenue potential, increasing the competition for PPC ads and keywords. Therefore, users will see both the paid ad and organic search results when conducting transactional searches.
Based on research by WordStream, businesses often use paid to advertise because it is effective, with around 65% of users clicking paid ads when doing transactional searches.
It is recommended to learn as much about SERPs as possible to increase the effectiveness of your content strategy and website design.