Imagine you are searching for something on Google or any other search engine like Yahoo or Bing. Whatever results appear, we call it the SERP, which stands for Search Engine Results Page. SERP plays a crucial role in digital marketing, as every result—whether organic or paid—appears on the SERP.
Look at the picture below:
Here, we will thoroughly study SERP.
The SERP contains results from organic/paid content, featured snippets, and other types of content. Before diving deeper into it, let’s first understand its importance in digital marketing.
SERP in Digital Marketing
SERP plays a vital role in the digital world. Every business, content creator, or writer wants their information to appear on the first page of Google. Users are most likely to click on the top three to five results, which creates competition among websites to secure these spots.
Have you heard about SEO? The whole search engine optimization (SEO) process is done to achieve this goal. You can either appear on the SERP organically through SEO or by using Google’s paid advertising services. This is why SERP is extremely important in digital marketing.
Organic Results on the SERP
Search for something on Google. Whatever results appear in front of you are part of the SERP. Take a look:
All these are organic results. People who practice search engine optimization (SEO) aim to rank here. But why do we use the word “organically”? It means that no payment is made to Google for these rankings. It is entirely free, which is why companies and content writers strive to appear here. However, ranking organically takes time—sometimes days, even months—because of high competition. That is why businesses hire SEO professionals to help them achieve this goal.
Paid Results on the SERP
These results appear at the top of the first page. You can identify them by a small “Ad” icon or “Sponsored” label on the left side. According to Rank Ranger, ads appear on 1.28% of page-one SERPs. Paid results can also appear at the bottom of the SERP.
Featured Snippets
These are short pieces of content that Google extracts from blogs or videos and presents as a brief answer. For example: A study by Ahrefs found that 12% of all SERPs contain featured snippets.
Google displays featured snippets in various formats, such as:
- FAQs: Short answers to common questions like “What is…” or “Who is…”
- Bullet lists
- Numbered lists
- Tables
Nowadays, Google also presents featured snippets in the form of videos.
They always appear at the top of the search query, which directly increases your click-through rate (CTR) and other engagement metrics.
Other Types of Content in SERP
The below-mentioned are different types of SERP examples:
1. Local Packs
Local packs display results for location-based searches. For example, if you search for “haircut salon near me,” Google will prioritize showing businesses near your location.
Local packs mainly appear when Google determines that local information is needed, such as “plumber nearby” or “beer shop nearby.” These results mostly contain business-related information.
2. Direct Answer Box
According to a study by RankRanger, for 18% of search queries, Google provides direct answers like this:
3. Knowledge Graph and Knowledge Panel:
These typically appear on the right/top side of the page and contain information about significant individuals or businesses. Most of the data in knowledge panels is sourced from platforms like Wikipedia.
4. Google Image Results
When you search for a keyword or query, Google may show image-based results. For example, if you search for “black Mercedes,” Google will display relevant images. These image results are also considered part of the SERP.
5. Google Shopping Results
These results appear when you search for a product, such as “iPhone 16.” Google displays results from both shopping ads and organic listings.
6. People Also Ask
This is a relatively new but highly useful feature. These sections display frequently asked questions related to the search query, with answers sourced from various websites.
According to Moz, 58% of Google search results include the “People Also Ask” feature.
7. Top Stories
This section displays the latest, trending, or popular news articles. The results typically come from well-known magazines, newspapers, or news websites.
Note: Only verified and reputable sources appear in this section.
8. Video Results
Sometimes, when you search for something on Google, the top results appear as videos. These are primarily pulled from YouTube. However, the exact criteria Google uses to select videos for SERPs remain unknown. The algorithm behind this process is still not fully understood.
Conclusion:
The Search Engine Results Page, or SERP, is what you see after you search for something on Google. It includes different types of results like regular websites (organic), ads, quick answers, videos, images, and even local business listings.
If you want people to find your content or business online, showing up on the first page of the SERP is a big deal. That’s why businesses use SEO or run ads – to get noticed. The higher you rank, the more likely people are to click on your link. Knowing how SERPs work helps you create smarter strategies to get seen.
Whether it’s writing helpful content, running ads, or aiming for featured snippets, being visible on SERPs can boost your traffic, build trust, and grow your brand online.