What is SERP (Search Engine Results Page)?

What is the SERP?

SERP stands for Search Engine Results Page. This is the list of results displayed to a user after entering a search query on Google. The layout of the SERP depends on the user’s search intent. Google’s primary goal is to deliver the most relevant information as quickly as possible

Why is the SERP important?

When someone searches for a product, such as a hairdryer, Google might display results through Google Shopping ads (SEA) or organic shopping listings (SEO), as many users want to make a purchase quickly. For questions where users prefer an immediate answer without clicking on a link, Google often provides a Featured Snippet. For example, a query like “how many centimeters in a meter” would display a snippet with the answer right at the top.

As a business or digital marketer, understanding the intent behind search queries is essential. This insight allows you to identify opportunities for your content to appear as a featured snippet, optimize for specific search intents, and strategically leverage the SERP to your advantage.

What types of featured snippets appear on the SERP?

Below, we’ve outlined the most common types of featured snippets. While there are many others, this list focuses on snippets businesses can influence and highlights their significance for marketing strategies.

1. Shopping (Google Ads)

Shopping results are a specialized type of search result on Google, designed for online shopping. These results display product images, prices, reviews, and sellers prominently at the top of the search results page.

2. Featured Snippets

Featured snippets are enhanced search results that provide additional information alongside the standard title and description. They are dynamically generated based on the user’s search intent. For example, if you search for translations, Google may activate its translation feature. Searching for well-known figures often displays a photo alongside relevant details about that person.

There are many types of featured snippets, which we’ll cover in more detail later in this article. When your website appears as a featured snippet, it often drives significant traffic to your site.

3. Rich Snippets (Standard Search Results)

Search engine optimization (SEO) traditionally focuses on achieving Rich Snippets, which are enhanced listings with additional details such as ratings or product specifications. However, as of 2024, other types of snippets have become equally important, as Rich Snippets are no longer the dominant feature in many SERPs.

4. Local Pack

This snippet display is particularly valuable for businesses offering local services, such as painters or window cleaners. By optimizing your Google My Business (GMB) profile, you can increase your chances of appearing in a Local Pack snippet, enhancing your visibility on the SERP.

5. People Also Ask

The “People Also Ask” snippet is commonly featured in results for informational queries, where users seek detailed insights about a topic. Even in searches aimed at making quick purchases, informational intent often plays a role. These snippets frequently appear on SERPs, providing users with additional questions and answers related to their initial query.

6. Top Stories

For most businesses, the Top Stories snippet may not be a priority. However, if your company shares (local) news, this snippet becomes highly relevant to your strategy.

7. List Snippets

List snippets display ordered or unordered lists of relevant information at the top of Google search results. These snippets are often associated with searches for “tips” or “inspiration,” where a concise list format fully addresses the user’s query.

8. Organic Shopping (New)

Google continuously evolves the SERP, and in Q3 of 2024, it introduced the Organic Shopping snippet. This snippet appears for keywords with a strong purchase intent, such as “hairdryer.” For e-commerce businesses, optimizing SEO product listings is crucial to leveraging this new feature.

9. Image Packs

Image Packs are visual displays of images relevant to a search query, shown at the top of Google’s search results page. If your audience is highly visual, investing in this snippet can pay off significantly. Examples include showcasing photography for travel destinations or animal species.

How can you secure one of the featured snippets in the SERP?

Achieving full control or guaranteeing success isn’t possible, but there are effective ways to influence the SERP. The most crucial step is implementing structured data. Below is an overview of the required structured data formats for each type of SERP snippet:

Organic Shopping Snippet: Add product data to your product pages (e.g., for e-commerce websites).
Image Packs: Include alt-text and image URLs in your image metadata.
People Also Ask: Use the FAQ structured data type on pages with FAQ sections.
Local Pack: Add complete business information, such as Organization and LocalBusiness schema.

Which SERPs are challenging for SEO?

In many ways, the snippets discussed can pose challenges to the traditional Rich Snippets model that SEO once relied on. However, it’s essential to embrace these changes and adapt to the evolving landscape. Incorporating structured data is a proactive way to stay ahead.

How can SEO help you leverage SERPs?

Conducting a thorough SERP analysis is critical. Identify which types of SERPs dominate specific keywords and prioritize those with minimal “clutter” from non-Rich Snippets.

For instance, if you aim to promote your job postings through SEO, you need to evaluate the feasibility. Job-related SERPs often favor popular job sites with specific snippet displays. For both desktop and mobile, the first Rich Snippet result often appears below the fold, leading to lower potential click-through rates.

Our perspective on the SERP in 2024

With the rise of AI-powered search engines like Google Gemini and ChatGPT, along with constantly evolving SERPs, flexibility is key for both businesses and SEO specialists. When designing a new customer journey, conducting a detailed SERP analysis is essential. Determine which SERPs can be influenced with structured data and ensure you continue to prioritize Rich Snippets as part of your strategy.

SERP