It wouldn’t make much sense to place ads or other types of paid results on a SERP like this, as the search query “Abraham Lincoln” has very low commercial intent the vast majority of searchers using this search query are not looking to buy something, and as such only informational results are displayed on the SERP. Informational searches are those in which the user hopes to find information on a given topic, such as Abraham Lincoln. There are three primary types of Internet search: This is due to the differing intent of various searches. Some SERPs will feature significantly more organic results than others, such as the example above. In this case, you can see a wide range of information about Abraham Lincoln, such as the date and place of his birth, his height, the date on which he was assassinated, his political affiliation, and the names of his children – many of which facts have their own links to the relevant pages. This is a feature that Google introduced in 2012 that pulls data to commonly asked questions from sources across the web to provide concise answers to questions in one central location on the SERP. The box on the right side of this SERP is known as the Knowledge Graph (also sometimes called the Knowledge Box). In the following figure, the highlighted results are all organic results: Search engine optimization professionals, commonly known as SEOs, specialize in optimizing web content and websites to rank more highly in organic search results. Organic results are listings of web pages that appear as a result of the search engine’s algorithm (more on this shortly).
SERPs typically contain two types of content – “organic” results and paid results. This, combined with emerging and rapidly developing technologies in the search space, mean that the SERPs of today differ greatly in appearance from their older predecessors. The appearance of search engine results pages is constantly in flux due to experiments conducted by Google, Bing, and other search engine providers to offer their users a more intuitive, responsive experience. Two SERPs may appear identical, and contain many of the same results, but will often feature subtle differences. This is because virtually all search engines customize the experience for their users by presenting results based on a wide range of factors beyond their search terms, such as the user’s physical location, browsing history, and social settings. The user enters their search query (often using specific terms and phrases known as keywords), upon which the search engine presents them with a SERP.Įvery SERP is unique, even for search queries performed on the same search engine using the same keywords or search queries. Search engine results pages are web pages served to users when they search for something online using a search engine, such as Google. Page one of the SERP is where you want to be! Search Engine Results Pages: What They Are and How They Work
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