Search engine results pages (SERPs) are pages search engines show in response to users’ queries. Featuring at the top of SERPs can be a huge win for your SEO efforts. Not only does it increase your site’s visibility but it can also improve ranking and help you get higher returns on investment in your digital marketing campaigns. In this article, we’ll highlight several SERP variations and their importance for SEO.
The most important reason SERPs are vital to SEO is because they’re a sure way to increase site traffic. While it can be challenging to appear at the first page of search engine results, getting to that level with a robust SEO strategy can yield dividends in terms of site visibility. Because more people get to see your content, you get more traffic to your site.
Note that you can use advertising to enhance your visibility on SERPs through Google Ads. Ads or pay-per-click results appear at the topmost part of the SERP as well as the lower end. While SEO delivers organic traffic for free, your strategy might cost money initially.
Search engines have bots called crawlers that visit sites frequently to check their content. When you query Google with a search term, the search engine’s algorithms infer your intent and return results that best match your query. According to SEO Manchester, a whole host of new Google updates including the most recent Page Experience Update mean that websites with a positive on-site experience that are easy for search bots to crawl are more likely to receive preferential treatment in the SERPs. If you have high-quality content that’s relevant to your audience, crawlers rank your site higher for those items, which can increase your traffic over time.
Being seen as an authority on a topic can help boost traffic and keep visitors loyal to your website. One way to prove your expertise is to appear on the first page of the SERPs. When you rank high on SERPs, visitors subconsciously trust your content because they assume you must be doing something right to have such a high ranking. The major factor for achieving authority is creating content that comprehensively answers users’ questions about the topics in your area.
Increases User Contact Points
The SERPs have multiple elements that can serve as contact points with users. These include:
- Organic results.
- Featured snippets.
- People also ask.
- Knowledge graphs and panels.
- Local packs.
These features allow you to increase engagement with visitors if you know how to use them effectively. For example, appearing in the featured snippets section can show users the answers to the questions they are searching for and might motivate them to click through to your site to spend more time on your content.
Improves Domain Authority and Backlinks
Another benefit of appearing consistently at the top of SERPs is improved domain authority over time. A high domain authority means search engines might reward your site with more organic traffic than websites with less authority in your niche. Because SERPs give your site more authority and visibility, they can encourage other authoritative sites to link to your content.
SERPs are vital for your SEO success because they can help improve the visibility of your content, increase your site’s click-through rate, and boost audience engagement.