Search Engine Results Page (SERP)

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Search Engine Results Page (SERP)

You’ve seen SERPs before, but want to know how they work? Find out how people use them and why they’re important in today’s digitally interconnected world.

What is a SERP?

A search engine results page, or SERP, refers to the page that a search engine displays in response to someone’s online search query. The primary component of a SERP is the listing of results that the search engine returns in response to a keyword query. In some cases, the page can also contain other results like sponsored listings and ads.

Why are SERPs important?

When customers search online for products, services and information, they rarely scroll past the first page of results on sites like Google, Yahoo and Bing. They know that the first results they see are the most relevant and accurate to their search query. This is why for businesses, snagging a spot on page 1 of search engine results pages is incredibly valuable in driving both website traffic and conversions as well as foot traffic to their physical locations.

The arrangement of SERPs is constantly changing. For example, Google recently removed ads from its “right rail” on desktop search, and now displays them where organic search results used to appear. This means that organic results are pushed far below the visible page fold on desktop searches, and online searchers can only see Ad blocks and local packs at the top of the page.

Therefore, it’s more important than ever for businesses to strengthen their local SEO and make it into the local pack. A solid local SEO strategy involves both optimizing content on your business website as well as keeping your business information accurate, up-to-date, and consistent across all business directories.

How can my business rank high on SERP?

Make sure your business’ NAP data is accurate and up-to-date across all sites, apps, social channels, and business directories it is listed on. Consistent NAP data helps both customers and search engines find your business quickly and easily.

Adding enhanced content like photos, videos, reviews, hours of operation, menus, and incentives gives SEO a substantial boost and helps businesses rank higher on SERP. Search engines trust local listings with rich, reliable, accurate, consistent content, and are skeptical of listings with sparse information.

BirdEye and SERP

BirdEye’s Online Presence tool gives you complete, real-time control of your business listings across 50+ sites and business directories. Not only does BirdEye ensure your NAP is correct wherever it’s listed, it also lets you update and add information like hours of operation, product categories, photos, videos, menus, incentives, and more.

BirdEye also creates a customized review microsite for each of your locations, displaying that location’s best reviews from 200+ sites as well as up-to-date business information. Each microsite is optimized for SEO and indexed by Google, and the constant stream of fresh content in the form of customer reviews boosts SEO even further. Need more customer reviews? BirdEye’s Review Generation tool lets you automatically collect new positive review from your happy customers on top sites most important to you.