Search engine optimization (SEO) is inevitable if you want to create a successful business website. You can direct more traffic to your website through SEO, allowing you to convert it into more sales. However, keeping up with SEO can be challenging, especially since Google algorithms are constantly changing. If you don’t know what to do, it’s in your best interest to rely on the expertise of SEO agencies like Sure Oak. These companies can help you implement strategies that have been proven to achieve massive organic search results that translate not only into traffic, but revenue as well. One of the vital elements of SEO is SERP (search engine results page).

Although SERP improves the user experience, it complicates the game for businesses because they have to compete for the top search results. Learning what SERP entails can help you to up your game and earn a competitive advantage in your industry. Here is more about SERP in SEO.

What is SERP?

The SERP is the page that Google or any other search engine returns after a user enters a search query. You type a query on Google, and SERP is what you get. Besides organic search results, the search engine results page includes pay-per-click ads and paid searches.

The search engine determines the organic results by picking the best and most relevant results to satisfy the search intent. On the contrary, paid results are from businesses bidding on keywords through paid advertisements like Google ads.

All search engines serve SERP to users, but they are personalized to every user. That is why it is normal to get different search results when searching on Google with different devices from separate locations.

The ranking position on SERP is very competitive since users are likelier to click on the results at the top. Consequently, businesses utilize resources like the SERP competition rank tracker to inform their SEO efforts and ensure they earn a top position on the search results.


Search engine optimization (SEO) refers to all your efforts to achieve a higher rank in the search engine results page (SERP) organically. Organically means you do it without utilizing paid strategies like paid Google ads. You can use different SEO strategies, including content marketing and link building.

When it comes to content marketing, you must create content to rank well on specific keywords, giving your website a higher exposure in the SERP. Link building involves trying to get high authority websites to link to your content, consequently improving your domain authority and SERP rankings.

Although it takes quite some time, expertise, and dedication to achieve a top spot on the SERPs through organic SEO, it is worth the effort in the long run. The higher your webpage ranks, the more clicks.

According to studies, the first five organic results on page one of Google contributes to 67%, whereas the results from numbers 6-10 account for only 4% of clicks. That means you will likely get more conversions if you rank higher on the search engine results page. Since SEO is about beating your competitors on the top spot of the SERP, real-time rank change alerts are beneficial.

Moreover, high-ranking organic content will likely maintain its position for longer without the costs associated with paid ads. Therefore, it is a more sustainable and cost-effective digital marketing strategy.

Features of


SERP is constantly changing, and today, it is more varied than it has ever been. Besides displaying organic results, SERP can also return images, videos, tweets, shopping suggestions, and information cards. Every SERP feature aligns with any of the following aspects.

  • Knowledge graph features: these are often displayed on the right side of SERP in a box or panel.
  • Rich snippets: they add visuals to the result, for instance, stars in reviews.
  • Universal results appear alongside organic results.
  • Paid results include a label on the top to notify the user that the business has paid an ad to bid on that keyword.

Currently, common features of SERP include:

• Organic content (in-depth articles)
• Paid ads.
• Featured snippet.
• Knowledge card.
• Image pack.
• Knowledge panel.
• Local pack.
• Local teaser pack.
• Newsbox.
• Related questions.
• Reviews.
• Shopping results.
• Videos.
• Sitelinks.
• Tweets

Since we are talking about SERP and SEO, we will look at organic search results or in-depth articles. Google’s algorithm, which remains a secret, determines organic results in SERP. However, Google has made public a few ranking factors it considers, including:

  • On-page SEO signals: the keywords on your page.
  • Off-page SEO signals: back links or the number of websites linking to a specific page on your website.
  • Brand image and credibility.
  • Site speed.

An average organic result snippet has a title tag, meta description, and page URL. For some results, Google will show site links below the results. Site links are related pages on a website, and when you use a schema on a page, Google adds images or review stars that convert a typical result into a rich snippet.

The final word

SERP and SEO are interrelated: it is through search engine optimization that you can achieve a top rank on the SERP organically.

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