How to appear higher on Google Search? Thanks to the SERP.

Search engine optimization (SEO) is key to building an ecommerce that gets traffic. But keeping up with all the updates of the search engine algorithms is not a walk in the park!

Especially when Google changes its algorithm every day.

Also, Google’s ten blue links no longer carry the traffic they did in the past.

Because? Due to the new features of the SERP.

These new SERP features – the SERP is the search engine results page – have improved the experience for users, but make it much more difficult to rank on Google in the first results.

And if you want to get to the top of the search results, you need to fully understand the rules of the game.

In this article, you will learn what Google SERPs, SEOs, and SEMs are. Plus, you’ll gain a solid understanding of Google’s 2022 SERP features .

Buckle up!

SERP: meaning

What is meant by SERP and indexing of a website?

SERP, from English search engine results page (s) , stands for search engine results page. So, it is nothing more than the response of the engine in search of a user.

Here is an example of a Google SERP:

The term SERP does not refer to a particular search engine. Google, Bing, Yahoo, all provide SERPs to their users.

And today, no two SERPs are alike. On the contrary, each SERP is customized for each user. This is why you sometimes see different search results when searching on different devices or from different locations.

Why is the SERP so important? 

Learning what SERP is is key to learning how to appear high on Google. When it comes to SERPs, we attach great importance to Google search engine optimization.

Because? Why Google is the king of search engines.

Seriously, when was the last time you used another russian buyer list search engine? People no longer search for something “on the internet”, they search for it “on Google”.

Also, take a look at these stats.

The graph below, in English, shows the market share of search engines in the United States:

In April 2019, Google generated 62.7% of all major searches in the United States, followed by Microsoft Sites at 24.8% and Verizon Media (formerly Oath and Yahoo) at 11.6%.

And when it comes to the US mobile search market, Google is again in the lead with a massive 93% market share.

But that is not all.

Google’s dominance is even more prevalent in many other large markets, such as the UK and Germany, where Google’s market share is more like 87-89%.

What role does the SERP play in digital marketing?

SERP marketing is one of the marketing strategies that focus on the process of promoting a company within the results of a search engine. There are two types of SERP marketing:

1. SEO
2. SEA

The most effective SERP marketing strategies use both SEO and SEA to achieve their business goals.

Let’s take a look at these strategies:

What is SEO?

SEO stands for Search Engine Optimization and is the process of achieving a high organic ranking in the SERP. Organic means you do it without paid methods (like Google Ads ).

There are many SEO strategies and techniques. Two of the main tactics are content marketing and backlink building:

• Content marketing : creation of content whose purpose is to treat the main topic of the main keyword in the most exhaustive way possible in order to get noticed by BigG;
• Backlink profile : in a nutshell (but a lot of work) it means becoming a point of reference enough to receive external links from other authoritative sites. This improves domain authority and, consequently, search engine visibility.

The higher you are in the SERP, the more clicks you will get.

On Google’s first page alone, the top five organic results account for over 67% of first page clicks, while results 6 to 10 account for less than 4%.

Additionally, top-tier organic content usually holds its position in the SERPs for an extended period of time – without the ongoing costs associated with paid listings. In other words, it is a more sustainable and lasting marketing channel.

What is the SEA?

SEA stands for search engine advertising and is the process of acquiring traffic from search engines through paid ads and advertising. One of the most common SEA channels is Google Ads (formerly known as AdWords). These paid ads appear on Google above and below organic search results, as well as in the sidebar. It is therefore essential to get to know them to understand how to improve the positioning of a site on Google.

Each paid ad is driven by targeted keywords, and you usually pay for each click on each ad – hence the name pay-per-click, or PPC.

Google Ads include a small “Ad” badge to identify them as a paid ad, as in the example below:

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While paid results may not have the power to stay on top like organic ads, they still have their advantages.

First, you get a faster return on investment (ROI).

With a well-targeted Google Ads campaign, you can jump straight to the top of the SERPs and expose your business to highly targeted customers .

Additionally, even though paid results aren’t likely to receive the high clickthrough rate (CTR) that organic ads receive, Google’s PPC ads see an average of 2% CTR, and people who click on links a lot. they often turn into customers.

But that is not all.

Paid results also come with an analytics suite that provides a clear path to higher CTRs and conversions. And this knowledge is invaluable when optimizing SEO efforts.

That’s why the best SERP marketing combines both SEO and SEA.

What are SERP features?

A SERP feature is any form of result on a search engine page that is not a standard organic result. These features are designed to provide a better user experience by adapting each SERP to display more relevant and detailed information.

To understand the power of SERP functions, here’s what Google’s organic search results looked like a decade ago: