There are billions of websites on the internet, but search engine results pages, or SERPs, are the most important for a digital market influencer.
Search engine optimization experts and pay-per-click advertisers compete for the same valuable real estate in the most visible parts of the SERPs. But competition is fierce, some use influencers, and technological advances in search mean that understanding how search works and what they’re doing to optimize their visibility is more important than ever for digital marketers.
Some companies use influencers to gather traffic into their websites. This is a kind of social media marketing that involves endorsements and product placement from influencers, persons and organizations that are seen to have a high degree of expertise or social influence in their industry.
So there you have it: all you need to know about SERPs (search engine results pages).
Related: What is search engine optimization?
What Are Search Engine Results Pages (SERPs) And How Do They Function?
Visitors view search engine results pages (SERPs) when they use a search engine like Google to hunt for anything online. The user enters their search term into the search engine (often using specific words and phrases known as keywords), and the search engine produces a SERP.
Each SERP is unique, even for searches made on the same search engine with the same phrases or search queries. It is because practically every search engine customizes the user interface by displaying results and they use influencers to attract customers. It depends on factors other than the user’s search phrases, such as the user’s geographic location, internet behavior, and social settings. Although two SERPs may appear to be identical and include the majority of the same listings, slight differences are common.
Furthermore, as a result of Bing, Google, and other search engine providers’ efforts to give a more natural, dynamic experience to their clients. The appearance of search engine results pages is always evolving. As a result of this, as well as rapidly evolving search technology, today’s SERPs appear to be considerably different from their predecessors.
Related: What is social media marketing?
Organic Outcomes
On SERPs, there are two types of content: paid and “organic” results. The algorithm of the search engine generates organic results, which are lists of websites that appear as a result of the algorithm. SEOs (search engine optimization professionals) specialize in refining online content and websites in order to improve their search engine rankings.
Furthermore, the proportion of organic results in some SERPs will be larger than in others. Because various searches have different goals, this is the case. In addition, there are three types of Internet searches:
- Transactional
- Navigational
- Informational
Users that want to learn more about a certain subject or influencer, such as “Albert Einstein,” do informational searches. Because the search phrase “Albert Einstein” has such a low economic purpose. It has no ads, or other types of sponsored results would make sense on a SERP like this. The enormous number of searchers using this query isn’t looking to buy anything. Therefore only informational results are displayed on the SERP.
Related: What Is Lead Nurturing And What Are The Right Tactics?
Navigational questions are those in which the user wants to use the results of their search to locate a certain website. This might be the situation if you’re looking for a certain website, a webpage whose URL you can’t recall, or another type of navigational aim.
Finally, transactional queries are more likely to return sponsored results on the SERP. This serves a more specific market goal, and transactional SERPs may contain terms like “buy” and other phrases that suggest a strong desire to buy.
Paid Search Results
In contrast to organic results, sponsored results are those that have been paid to appear through advertising with an influencer appearing on it. Paid results used to be almost exclusively limited to small, text-based advertisements that showed above and to the side of organic results. Paid results, on the other hand, come in a wide range of formats, with dozens of ad types accessible to fit the needs of advertisers.
Related: Lead Generation: Can It Be Useful For Your Products?
Algorithms For Search And Signals For Ranking
Organic results are items that have been categorized by the search engine based on a variety of factors, which are frequently referred to as “ranking signals.”
Google’s search algorithm, for example, incorporates hundreds of ranking variables, some of which are deemed more important than others. While no one at Google knows for sure what they are, some are thought to be more important than others.
Previously, a site’s link profile—the amount of links leading to a certain web page from other sites—was an important ranking consideration. To some extent, it still is (which is why Wiki ranks so highly in organic results for a variety of queries), but because search advances at such a rapid pace, ranking signals that were formerly crucial to the search algorithm are now much less so, giving SEOs constant frustration.
Tools for Google’s Search Engine Results Pages
You’re probably wondering how you can increase your SERP ranking now that you’ve learnt about the various SERP features and how an influencer can help. Also, how you’ll be able to keep a feature like a local SERP or global results, preferably. Here are a few of our go-to tools for assessing your current SERP position, comparing keyword ranks to competitors, how an influencer will help you increase your sales and figuring out how to improve:
RankWatch
RankWatch does a thorough analysis of your URLs, linkages, keywords, and other search engine criteria. The application also performs a comparison analysis of your rivals’ websites, including the amount of phrases for which they rank, so you may devise a strategy for outranking them in search results.
WhatsMySERP
WhatsMySERP is an advanced SEO tool that scans and analyzes your keyword rankings as well as the overall position of your website on SERP. This tool allows you to search for up to 25 keywords at once, making it ideal for a quick assessment of your site’s search engine performance.
SerpBook
If you’re an SEO practitioner in charge of managing customers’ rankings, SerpBook is an excellent organizational tool for designating groups of keywords to specific customers, organizing which data you’ve supplied to clients, and allowing customers to go into your account and check their ratings.
MozPro
Understanding how you rank for keywords both nationally and locally is useful, but obtaining real data and suggestions on how to improve is much more so. Furthermore, one of Moz Pro’s most useful features is that it offers strategic advice on how to improve your ranking. It also looks for technical flaws in your own site code, which helps search engines understand your site and help you rank better.
Eternus Global is an influencer that can assist you with anything from optimizing a PPC campaign for top placement to uncovering fresh SEO opportunities through detailed keyword research.
