Introduction
The Search Engine Results Page (SERP) tells us a lot of information we can use to focus our plan.
Imagine that the web is a mall with one billion stores. How will someone find your store? The SERP page is like a map to the best stores that match what a visitor wants, and you want to make sure you appear on that map.
First, let us begin with a quick refresher about some basic search concepts.
SEO and SEM
SEO and SEM both deal with Search Engines.
SEO (Search Engine Optimization) talks about the practices implemented on and off your website to rank naturally (organically) on the search results.
SEM (Search Engine Marketing) deals with paid-per-click advertisements.
- SEO -> Organic Search Results
- SEM -> Paid advertisement
How do Web Search Engines Work
The most popular search engines use crawlers or bots to gather information. This particular software automatically visits websites and navigates through the linking structure periodically.
Then, search engines index all the collected sources and pages, classifying them to display on the search results page (SERP).
SEO writers focus on how the content on their web pages displays for both users and search engines as well. So, let’s look at the search result page with a critical eye.
The Anatomy of a Search Result
Depending upon the focus keyword, the anatomy might change, but the main parts will remain.
Let’s look at JSOM’s rankings for the keyphrase “management school”:
1) Search Box
You use the Search Box to type in your query or keywords. The more specific you are with your question, the more accurate the answer.
2) Search Term Popularity
These numbers tell you the amount of pages indexed with your query. You can determine how competitive your keyword is, giving you an idea of how difficult it will be to rank for specific terms.
3) Sponsored AdWords Links
The Search Results at the top of a trendy keyword term usually show paid advertisement links. Notice the small [Ad] box alongside the link. The highest bidders $$$ rank higher on the search results.
4) Local Business Results
Google wants to provide you with the most relevant local listings in case you need a local service. These results give a ranking advantage to local results.
5) Frequently Asked Questions
This section shows you the most popular related queries. You can open up the tabs to see the answers without leaving the SERP.
6) Organic Results
This section is where Google will show you the best search results following their criteria. We want to rank among these results and for this particular search word we do! Organic listings will probably have the highest-quality of information.
7) Lower Paid Advertisement
The low bids $ for pay-per-click advertisement will be close to the bottom.
8) Related Searches
Here, Google displays various suggested search terms or keywords specific to your query. These help us expand our keyword base list.
9) Page Contol
You can navigate all the SERPs that Google ranks for the particular focus keyword. Note that very few people care to look beyond the first page.
What Do We Do Next?
Once we establish an opportunity and the level of competition, we will dive deep into the data using other tools. Then, we will determine a strategy to climb the rankings and start getting more qualified leads.
Contact the Jindal School SEO Web Content Writer with your questions or suggestions.