Anatomy of a Search Engine Results Page (SERP)
The search engine is one of your most important methods used daily to locate information. An estimated 59% of American internet users rely on search engines to locate data. Here are the four components to a search engine results page.
1. The Search Bar
The search bar is where the user inputs their query. Below the bar, the user can see the total number of results that are pulled from the search engine. Three categories make up a web search.
Informational - Defined as when a user desires to locate general information about a topic or product.
Navigational - When a user is looking for a specific entity and expects it to be located at the top of the results.
Transactional - Looking for performing a transaction online.
2. Paid Search Ads
Paid search ads may also be found as being referred to as sponsored links. These are purchased from Google Adwords and fall under a Pay Per Click based model. They are commonly located at the top of the page and right side bar. 91% of search users look at paid search ads.
3. Organic Results
An organic result may be something that is local and normally results in a .7 second timeframe to catch the attention of the searcher.
An organic search page result includes the URL of the website address, site links associated with the page, title of the page, and a snippet from the link.
Local results vary with placement of the business name on top, rating and reviews for the company a map icon, and address where they are located at. Getting set up with a Google+ local listing will help your business to be placed on local search results. With this you can create a description, image, add videos, and additional information.
Paid search ads and organic listings actually work together with Google. This accounts for 50% of incremental links.
4. Related Searches
Related searches may be suggestions made by Google to help refine your search based upon known or related keywords and common searches made by other users.
Facts About the SERP
- 93% of internet traffic comes from search engines.
- 100 billion searches are performed each month on Google.
- 4.29 words is the average length of search query performed by a user.
- 85% of consumers look for local businesses.
- 16% of consumers search for a local business every day.