SERP | How Do You Improve Your Google Search Results?

Google featured Snippets are a Prime Real Estate when it comes to Search Engine Results Pages (Page SERP). But, at times, if you want to capture them, it’s hard to know where to get started. And that’s why today I am going to guide you through by providing answers to some of your FAQs.

In fact, in a recent Webmaster Hangout from Google, John Mueller confirmed that websites do need to have their SERP in (SEM) promoted. Especially, in order to increase traffic, rank higher and increase the click-through rate (CTR) conversion. That’s in addition to Search Engine Optimization (SEO) and resourceful content writing.

Eventually, this goes even beyond the common advice on SERP by Google. About how building awesome content is important. Meaning, having great SERP for a website is ever winning if paired with a well leads marketing campaign.

As an example, a random publisher confessed about the observations made on their site after two years of tedious workload. Whereby, their website started ranking on search results without having to build a single link.

But, basically, the high-end million questions is whether link building for SERP is important. Given my experience, site ranking algorithms utilize various aspects to help rank your site higher on any given search results.

What Is SERP?

A Search Engine Results Page (SERP) is a page generated by a search engine in response to a user search or query. SERPs display a list of results or sites relevant to the user’s search. Paid advertisements, if relevant, may also appear in a SERP.

In short, it’s a web page generated by the search engine as a response to a user request.” The abbreviation stands for the search engine results page. If to explain in simple words, SERP means when you want to find some information and write the related keyword phrase and the search engine you use gives you feedback in the form of a page with the results found.


These results are those links with the details about the topic of your request.

A SERP feature is any result on a Google Search Engine Results Page (SERP) that is not a traditional organic result.

The main elements of SERP are:
  • Direct search results, consisting of links to sites. This is the natural issuance of best search engines, where sites are struggling for the highest positions and better ranking. The search results page contains, by default, 10 links, but the number can be changed in the search settings;
  • Blocks with contextual advertising;
  • Small fields before search results. They can contain typing errors, quick response to a user request, a calculator, and so on;
  • Pictures are issued in response to a particular search query;
  • Related queries – the search query is refined. The user is offered word forms or similar requests;
  • Elements of management – this includes links to go to the site, prompts when entering a user request.
    Since Google’s appearance, the organic results of SERP haven’t changed much up to the present time. However, the use of AdWords has contributed to the fact that Google started to include new SERP non-organic results.

Now you know what is SERP and it is high time to look at its major features, among which one differentiates the following four major features.

The major features of SERP include;
  • Results obtained with the help of keywords bidding are called Paid Results.
  • Definite information that one can find in the boxes is called Knowledge Graph.
  • Visualization appearing in addition to those that have already been found are known as Snippets.
  • Details, which appear together with the organic findings, are known as Universal Results.

In the early days of Google, every result on the SERP looked the same, and these traditional organic results have not changed much in appearance over the years.

By using SERP best tools, you can identify and organize featured rich snippets data and increase your CTR rate as well as your website rankings or search results.

The layout of the search results page is constantly changing with the inclusion of the Google Knowledge Graph data and the integration of SERP Features. Like videos, maps, and Google shopping ads, etc. These developments can mean that the top 3 organic rankings are no longer the 3 best positions on the SERP.

Read Also: Why using backlinks is important for your website.

After all, this has been demonstrated in the heatmap and eye-tracking tests. Simply, because the point of a good website ranking in the search results is to gain as much traffic as possible from the organic search channel.

Specifically, meaning the higher up a page ranks in the results for a search query, the higher the chance is that the searcher will click on this result. Eventually, this explains the direct connection between high rankings and increased traffic.

The Main SERP Features Include;

Our definition of SERP wouldn’t be complete without an overview of SERP features. In the SERPs, there are interesting features that make certain results pop.

As Google and other search engines have developed, they’ve added helpful boxes, visuals, and interactive panels. Anything outside of the norm on search engine results pages is probably a SERP feature. Including paid ads, the SERP features enrich user experience throughout the search journey.

Here are some examples of Google SERP features that you can use to your advantage for SEO:

Rich snippets

Rich snippets act as accessories to existing text-based results.

Using Schema markup, rich snippets could be review stars, recipes, and breadcrumb lists.

Universal results

Universal results have extra media like images and maps that show up around text-based results.

Featured snippets belong to this category of SERP features, and they’re an important element with a considerable plot of SEO land.

Knowledge graph

This is a system that connects pieces of information and usually appears in a card or panel format.

Google Ads

Google Ads can occupy up to four spaces above the organic results.

Through an auction framework, your ads differ in placement with other keyword-targeted ads based on your maximum bid amount, ad relevance, and click-through rates.

Google Shopping

The shopping area in SERPs includes pricing, product names, store names, and pictures.

It’s a form of paid advertising that lines the top of Google SERPs and targets transactional queries.

How Do Search Engines Generate SERPs?

For each keyword phrase, suitable website pages containing the keywords are ranked from most appropriate to the least using the search engine’s unique ranking factors. Google, for example, features more than 200 ranking factors for its algorithm.

The first SERP typically gets all the attention and clicks from users, but search engines can have multiple pages full of results. Whether you favor Google, Bing, or the tree-friendly Ecosia search engine, the label “SERPs” applies, and you want your company website to reside in a top position for popular keywords to attract leads and customers.

SERPs have two main categories of results, organic and paid, although organic search results make up the bulk of the listings. Let’s go over the differences so you can choose an effective approach.

a. Organic results in SERPs

Organic results are the page listings that naturally match the quality, relevance, and authority factors of a search engine’s algorithms. The ranking algorithms assess online content with a range of standards — for example, Google has over 200 ranking factors.

While the format frequently shifts on Google, organic text-based results typically hold around ten slots on page one. The goal for SEO is to obtain a prominent spot on the first SERP and avoid getting hidden on the second or third pages where few users reach.

SERP feature

Since the organic results correspond to the complex system of Google, they require thorough efforts to satisfy users. Carefully appealing to the search intent behind queries generates better rankings.

The search intent — the reason someone searched for particular keywords — generally falls into three groups:

  • Transaction based: The user is thinking of or ready to purchase (i.e. “zebra-print wallet for sale”).
  • Information geared: The user is seeking to learn about a topic (i.e. “zebra species”).
  • Navigation centered: The user wants to reach a predetermined destination or piece of information (i.e. “zebra sanctuary phone number”).

Google emphasizes user experience and creating quality content, so accurate intent-geared pages tend to perform well in the organic portion of SERPs.

b. Paid results in SERPs

Paid search results on SERPs usually surround organic results at the top, side, and bottom. They can follow the same setup as organic text-based ads with a few distinctions, like the subtle green “Ad” box on Google.

As you can tell by the name, these results cost a fee to display on search engines. They fall into the routine categories of Internet ad structures of cost-per-mille (CPM), which means you pay for a thousand impressions, or pay-per-click (PPC), which means you pay when someone clicks on your ad.

Image-based paid ads can also be positioned around SERPs, especially for listing products and shopping options.

How Do I Use Google SERP?

What did you Google last? Do you remember scrolling through results? The pages holding all the clickable options for new information are search engine results pages or SERPs.

Google’s core business is providing people with the correct answer to all their questions. To do that, it doesn’t just present the result that closest matches a search term, but also by making broader connections between data.

Google, therefore, collects and analyzes massive amounts of data on people, places, things, and facts and develops ways to present the findings in an accessible way. These are often rich results, like featured snippets, images carrousels or the famous Knowledge Panel mentioned in the intro of this text.

This is where it might get confusing: many people mix up the Knowledge Graph and the panel you see on the right-hand side of your screen. The Knowledge Graph is the engine that powers the panel that’s officially called the Knowledge Graph Card or Panel.

In this card, you’ll find the most visible result of the work the graph does. When there’s enough data about a subject, the card will be filled with all kinds of relevant facts, images, and related searches.

What Are The Google Knowledge Graph Results?

Basically, the Google Knowledge Graph is hard to find, but its results are not. Take, for instance, that big block of information that appears on the right-hand side of your desktop screen after entering a search term.

This block – also known as the Knowledge Graph Card or the Google Panel – contains relevant, context-specific information regarding your search, powered by the Knowledge Graph.

For instance, if you search for a specific company like jmexclusives, the Knowledge Graph will show an almost complete profile. Depending on how well the company did their SEO work. Eventually, searching for a recently released movie will show posters, reviews and screening times for your local cinema.

As you see, the graph is a powerful and fascinating tool. But, what can you do to get your information in the Knowledge Graph?

How Is Google SERP Knowledge Graph Used?

When Google released the Knowledge Graph in 2012, they made an excellent introductory video. This explains in easy to understand language how exactly the graph works and how it influences the results you get when you search for a specific term.

In recent years, the content presented by the Knowledge Graph has become much more interactive. At first, it featured only static content, like images, social media profiles, and general information about the search.

Today, it is continually expanding in possibilities. If you search for a movie, you can directly book tickets to see it at your local cinema. Search for a local store, and you know exactly when the busiest times are. On mobile, rich results are even richer! Google likes to experiment with the graph, what it shows and how it’s presented.

Read Also: Online Digital Marketing | How Do You Get Started?

If you ask yourself “How can I improve my SERP ranking fast?”, the quickest way is implementing a knowledge graph from Google.

The Google Knowledge Graph provides well-structured and detailed data in cases where people turn to the search engine looking for certain facts. It allows you to find SERP meaning you are looking for, without having to click on certain sites.

Allocate a relevant and irrelevant knowledge network:
  • An irrelevant knowledge graph provides such information, which ultimately directs the user’s attention to the results of organic issuance. The knowledge network appears in response to requests for facts or numerical values or relating to known personalities, places, and phenomena. In your content strategy, try to create answers to potential user requests.
  • A relevant knowledge graph can divert a significant part of attention from the organic results. For example, imagine that you are going to New Orleans and want to know what the weather conditions will be like there. Ask Google for help and find the information you need. Having found all the necessary information in the relevant knowledge network, the user does not even want to click on the links, which can affect the traffic reduction of certain companies.

Therefore, in this case, it is important to get into the first or second line of organic issuance. Include important content in metadata and title tags.

Applying, where possible, schema markup so that your company stands out in the overall search engine result pages, moving the user’s attention from the knowledge network to your site.

Despite the fact that there may be a decrease in clicks on the top results of organic results in the case when Google issues a relevant knowledge network, the first lines are still the most popular among users.

Keep in mind that awareness of the brand is still affected by the impression created by users from the organic results.

Does SERP Matter For SEO?

Of course, “Location is everything” in the business world, and that truth extends to SEO, too. The SERP is the property you need to dominate to generate revenue and earn visibility.

SERPs are the arena where your SEO strategy dukes it out against other websites. It’s where you make initial contact with users and draw prospective customers to your pages. It’s where you need to hone your craft of search engine optimization.

1. Increase click-through rate with titles and meta descriptions

The anatomy of SERP results is significant for SEO. When you operate on each portion, the chance of users clicking on your result over countless others improves. So, what parts exist in the average text-based result?

Text-based results have a title and meta description that users examine as they scroll down the SERP. If the contents are inviting and helpful, users pick the result.

Constructing engaging titles with a central keyword is vital to secure success on the search engine results page. Original, descriptive result details enhance your ranking and produce an influx of traffic.

2. Raise brand awareness with identifiable URLs

While your URL isn’t a major part of SEO, it can strengthen your brand if you choose clear, readable patterns.

For example, computer-generated URLs with strings of numbers and unintelligible characters don’t distinguish companies well.

Rather than sticking with “,” you can opt for a simple, informative URL like “”

Both domain names and page URLs with recognizable text can set your page apart for users and boost your SEO campaign.

3. Gain local business with Google My Business

Sprouting off from navigational search intent, local searches have the potential to gather foot traffic and promote physical businesses.

For local SEO, registering for Google My Business can help people locate your address, phone number, and business details when searching online.

Google My Business listings offer a convenient resource within SERPs, and establishing your presence in SERPs can spark a surge in brand awareness and sales.

4. Rank on top of Google search results

It’s crucial to grasp what the SERP is and why it affects your SEO efforts — and hopefully, this post answered the question, “What is SERP?” With a solid understanding, you can traverse SERPs and build a productive strategy for your company.

Choose a sophisticated SEO agency to truly upgrade your marketing plans. Not forgetting, jmexclusives is a leading SEO company that’s passionate about driving results. In the last five years, we’ve generated $1.5 billion in client revenue and 4.6 million leads for our clients!

Would you like to speak with an expert about our robust SEO services? We’re looking forward to the conversation — just contact us online or call us at +254-724-944456 today.


More often, something commonly ignored by those (like jmexclusives) building links is the aspect of creating attractive links. Bearing in mind, they are richer than just randomly asking for links. Or rather, paying someone to drop website links in a give blog article. In other words, the best links type are those which are voluntarily given.

Markedly, Google uses tones of different and eye hidden factors when it comes to your website SERP crawling and indexing. So, it’s rarely hard to simply argue out with one-sided facts. Like if I do this to my SERP, would I rank higher? Compared to if I did something else on the other hand!

Of course, those kinds of questions and comparisons are generally futile in away. Above all, in practice though, whenever you’re building your site SERP, always remember to keep your site visitors at bay.

Read also: Why is Search Engine Optimization important?

Furthermore, you want to outreach your site content out there, have people visit it, and all in all, allow them to not only recognize your content but also, the wonderful efforts you have laid out there. Finally, promoting your site SERP appropriately will definitely make sense in the end.

When it comes to SERP links marketing, it’s all about dropping links in different places. Whether organically or through the help of lead campaign marketing channels (such as the Google Ads). And not the other way round full of shortcuts. Like careless dropping links on social media pages, groups and profiles without wowing your readers with lead snippets.

These among many are the activities you’ve control over and the type which Google has focused more efforts on. Particularly, as the key power factor of link building and ranking on SERP.

I hope the above-revised guide on SERP was resourceful enough to you, your site developers or even your website marketing team. But, if you’ll have further questions on the topic or even additional thoughts, please Contact Us. Or even, leave your comments below.

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