SERP – Search Engine Result Page

As far as possible at the top – this is the motto of website operators when it comes to positioning in the SERPs. Most clicks are made on Google’s first search results page.

Search engine optimization tries to influence the ranking of a website in the SERPs. In addition, search engines like GoogleAdwords serve to draw the attention of the users to their own website. In addition, the design of the SERP snippets plays an important role when it comes to generating clicks in the SERPs.

Google updates have changed to the SERPs. Instead of pure text, users are now also presented pictures, videos, reviews and maps in the search results. Successful search engine optimizers must always be up-to-date with the latest Google updates and adapt their strategies accordingly.

SERP: Short explanation

SERP is the abbreviation of Search Engine Result Page and is the site where the search results are listed in search engines such as Google.

Detailed explanation of SERP:

The ranking in the SERPs is essential for the success of websites. Website owners want their services to be as high as possible in the SERPs. Research has shown that most of the clicks on the first 10 search results are distributed to one keyword. After the first SERP, the user’s attention drops drastically. According to a recent study by the Mediative Digital Marketing Company, only about one percent of the clicks on the second Google results page are missing.

The order of the search results in the SERPs is determined by the secret algorithms of the search engines. According to the search engine Google over 200 factors into the ranking of a website. This includes, for example, qualitative links that point to a website, as well as user-relevant, high-quality content on a website.

The representation of the SERPs varies depending on the search query. For example, you can see ads, images, results from Google Maps, and / or reviews in the search results, depending on your search term (keyword or keyword combination).

In addition, the SERPs can vary according to the user, because they are personalized according to location and search history. However, if a user is hurt by the search results shown in his personality rights, it is possible to request the removal of the search result by Google.

Because a high ranking position is so important for the traffic of a website, search engine optimization (SEO) tries to influence the position of a website in the SERPs positively. For example, experienced SEOs analyze the search queries of the users on specific terms and try to answer them in the contributions of a website.

Because decisive for the ranking of a website in the SERPs is above all how relevant a website is for a certain search query. In order for search engines to better scan the content of a web page, it is important that the site content contains relevant keywords on the topic. Since Google is more and more aware of the semantic context, a website should be optimized not only for a particular keyword, but for a whole thematic field, such as the inclusion of thematic terms and synonyms.

With regular updates like Panda, Penguin and Hummingbird, Google has refined its algorithm to show users even more relevant results to a search query.

Google’s updates have also changed the SERPs. For example, with its Hummingbird update (, Google has expanded its so-called Knowledge Graph. This means that certain search queries are already completely answered in the SERPs, so that users no longer have to click on individual search results.

Successful search engine optimizers must always be up-to-date with the latest Google updates and adapt their SEO strategies accordingly. However, if we try to influence the search engine rankings by means of unfair methods and tricks such as keyword stuffing, Google will punish the corresponding website. This has a negative effect on the ranking and can lead to a complete exclusion from the index.

Another way to get the attention of the user in the SERPs is search engine advertising (SEO). Google Adwords ads are displayed above the search results as well as to the right of them on the SERP. Most companies rely on a combination of SEO and SEA to pull traffic to their website.

The structure of SERP snippets:

Just 1.17 seconds, the user viewed the average SERP, according to the mediative study. For this reason, the SERP snippets play an important role.

These snippets, the text of the search result, consist of a headline (title) and a description text (metadescription). The text can be maintained by website operators in the meta data of the content management system (CMS).

The metadata strongly influences whether or not the user clicks a specific search result of the SERP. Therefore, the title and the description should be authoritative as far as possible. The meaningful placement of relevant keywords in Title and Description can also have a positive effect on the ranking. However, the site should always keep what it promises.

When formulating the SERP snippets, it is important to get to the point precisely. So Google only allows a certain number of characters: A rough rule for the Meta Description is that it should not be longer than 150-160 characters including spaces. The title depends on the width in pixels. However, it should not exceed 70 characters.