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Glossary – SERP (search engine results page)

SERP (search engine results page)

Nikiforov Alexander
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What is SERP?

SERP (Search Engine Results Page) is the screen that displays the results after entering a search query. This page includes links to websites, images, maps, suggestions, and various other elements that help users quickly find the information they need. Search engines like Google and Yandex analyze queries to determine which information will be most useful to users, displaying it at the top positions.

Structure of SERP

The search results page is divided into several key elements, including:

  • Organic results: Results obtained through search engine algorithms. Websites are indexed by search bots, and the most relevant information is displayed on the first page.
  • Commercial results: Contextual ads paid for by advertisers. These results are positioned above or below organic results and are marked with the word "advertisement."
  • Shortcuts: Ready-made answers to user queries, such as definitions, currency rates, and other information displayed without navigating to other pages.
  • Related queries: Suggestions for correcting typos or similar queries that may be helpful to users.
  • Control elements: Tools for interacting with the search engine, such as settings and auto-completion.

How SERP is formed

Each search engine uses its algorithms to evaluate and rank results. This means that the same website can occupy different positions in Google and Yandex. Algorithms are constantly updated, which can affect search results. However, the main principles remain unchanged—information must be relevant and match the user's query.

The main factors affecting ranking include:

  • Site openness for indexing.
  • Content relevance.
  • Content quality.
  • User behavior on the site.
  • Page load speed.
  • Responsive design and usability.
  • Site reputation online.

Search engine algorithms

Search engines like Google and Yandex apply various algorithms to improve the quality of results. For example, the "E-A-T" algorithm evaluates the expertise and trustworthiness of resources related to vital information, while the "Panda" algorithm focuses on content quality. In Yandex, the "Palekh" algorithm uses neural networks to understand the meanings of queries.

How to promote a website using knowledge of SERP

To appear on the search results page, it is necessary to use two main methods:

  • SEO optimization: Involves various strategies aimed at improving the visibility of a site in organic results.
  • Contextual advertising: Allows for a quick reach to top positions in search results.

SEO optimization includes:

  • Setting up analytics systems.
  • Checking technical factors.
  • Internal and external site optimization.
  • Improving content quality.

How to get into shortcuts

Shortcuts, or "featured snippets," stand out on the search results page and can significantly increase site visibility. To get into shortcuts, it is important to:

  • Formulate a clear and precise answer to the user's question.
  • Publish original images with appropriate descriptions.
  • Register in search engine services like Yandex.Maps and Google My Business.