SERP : What it Means for Digital Marketing

SERP stands for Search Engine Results Page. It is the pages you see after you have input your search engine query into Google or Bing or whatever search engine you prefer. These SERPs will deliver a mix of organic search results, pay-per-click and paid ads (ads will be marked as such). In digital marketing and SEO, ranking higher in SERPs is your goal – as research has shown that people will generally follow links off the first and second pages of search results.

What are the differences in search queries

There are three types of search queries, and these dictate what results are brought up in SERP – navigational, informational, and transactional.

Navigational search queries

Navigational queries are when the user doesn’t know the exact name or exact URL for the business they are looking for, so types it into Google instead of the address bar. For instance, perhaps a user is looking for eCommWeb, but doesn’t know if we are a .co.uk or a .com – so will just type ‘eCommWeb’.

Transactional searches

These searches are when the user wants to buy something, but has no idea from where, and is searching a really broad spectrum of places. These search queries are really driven by companies paying and vying for ad space – it’s a competitive environment to work within. There are many factors that influence the SERPs on this one, and ad placement bidding to contend with, but high quality landing pages for your products will help aid results.

Informational queries

These are input by users who want to learn something, or want to know how to do something. To increase the likelihood of being seen in the organic searches, use titles like “How to create a new webpage in WordPress”, or “Easy SEO Guide for Beginners”. There are lots of optimisation tips and easy improvements to increase your SERP rankings.

What does SERP mean in relation to digital marketing

By understanding how Search Engine Results pages are coordinated, you can choose what you might want to use ads for, or what content you need in order to raise your organic search results. Pay attention to the different search result styles that Google delivers and use Scheme mark up code to help guide search engines to the best possible information.

Google delivers the most relevant information to users using Featured Snippets, Image packs, News boxes, Reviews, and even relevant tweets. The important thing in digital marketing is that your site includes the best info for the user, and in a way that can be delivered by search engines easily.

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