Search Engine Results Pages: Where Can People Find Your Business?
The SERPs (Search Engine Results Pages) are full of opportunities for businesses looking to grow traffic, leads and sales.
Google are always changing how they display search results, altering types of advertisement placements and “organic” placements available.
Google continually alter update their algorithms that determine where websites rank for a given search phrase.
The opportunity that SERPs provide for businesses and organisations of all sizes is large. Competition varies by the type of SERP, which changes depending on the search keywords someone uses.
Here’s a look at which parts of the Search Engine Results Page serve different types of website.
Hover over each box to get a description of the opportunity.
This search query, “where to buy rugs”, brings up 4 main verticals – Ads, Shopping, Local and Organic. There are other types of SERP which show different verticals, but these four provide many opportunities for businesses looking to use Google.
These Ads are managed in a ‘Search’ campaign within Google AdWords, which runs on a pay per-click basis.
AdWords ads run on the top, side and bottom of Search Engine Results Pages.
Further reading – PPC: Pay per-Click
Shopping results are for ecommerce merchants selling through an online shop.
Google Shopping is powered by AdWords and Google Merchant Center.
Google My Business
Google My Business listings appear when Google sees a search as having local-intent, either when someone searches explicitly (if someone includes a town/city/location name in their search) or implicitly (“where to buy rugs?” could be someone wanting to buy from either in a local shop or an online shop).
Google My Business is a free service, though listings rank in the Search Engine Results Pages due to a number of factors.
Further reading – Local SEO
Organic Search Results
Google show organic search results based on a number of factors, based on the relevancy of each website for the search query.
Listings in organic search results is free.
Organic search results typically receive the highest share of visits from Search Engine Results Pages
Further reading – SEO: Search Engine Optimisation