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The expression SERPs comes from the acronyms of the terms in English Search Engine Result Pages namely, search engine results pages. In the SERPs It is where the search results of the search engines are located and organized from highest to lowest relevance. Positioning is determined by search engines based on the analysis of many factors and relevance criteria and changes with updates and improvements in the algorithms that search engines use for this evaluation. These constant changes in the algorithms are known as the effect "Google Everflux". Search engines keep the algorithms that determine search engine rankings secret. SERPs to avoid spam.

Definition

The SERPs show the Search results of a word or combination of keywords or concepts in a summarized format - Snippets. Snippets are a short summary containing a title, a short description and a link to the web portal.

Example Snippet.png

The number of results in SERPs may vary depending on the search engine. Normally Google offers 10 snippets on one page. However, this result depends on the search that is carried out and where the search is made, for example, through Google Images or Google News. On the contrary, the results from advertising campaigns (Eg Google AdWords) are obtained by paying based on the Cost Per Click (CPC).

Components

The search engine results have been developed over the years. From the simple snippets that were in 1990 with a link to the so-called "Knowledge Graphs" and the "Google Carousel results". The shape of the SERPs it depends on the search. For example, if you need a famous author or artist in the Google search engine, you will be able to view both the Knowledge Graph As the carousel. This has changed since the update Hummingbirg, since then Google is even able to answer questions in the SERPs.

Ask Google.png

Google expanded the possibilities regarding the design of SERPs with the Knowledge Graph carousel and brought new functionalities. Users can now search the SERPs flights and make the plane or hotel reservation directly from Google. In the United States, you can even order food directly from search results.

Flight.png

The use of the functionalities offered by Google to its users is exemplary. The structure of the SERPs it is quite similar among the major search engines.

Relevance for SEO

The main objective of SEO is to achieve a better positioning in the SERPs in terms of competitors. For the web portal to be able to achieve a good positioning and obtain the most viable traffic, it must offer relevant and quality information and content. At the same time, the trust that the web portal inspires and the links it also has play an important role. However, good positioning alone does not determine a high Click Through Rate - CTR. Only through a snippet in the SERPs With a meaningful title and a short and relevant description, it will be possible to attract the attention of the user and therefore obtain a visit.

Snippets are very important for SEO and a fundamental part of OnPage Optimization since search engines establish which title and description to use in the snippet by means of the meta title and the Meta Description. For SEO, the objective is to appear among the first 10 results in the SERPs since 90% of the visits of the users come from websites that are in those positions.

Another important element is the known Rich snippets. They appear in search results thanks to metadata that search engines read.

conclusion

Due to the increasing importance of the use of mobile devices, the SERPs they have been adapted to meet the needs of users. At this time, July 2015, Google is not a provider of results but of services. Indexing is constantly changing with the aim of improving the user's possibilities and their situation in the SERPs.

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