Search engine optimization specialists and PPC advertisers alike vie for the same precious real estate in the most prominent parts of the SERPs, but competition is fierce and technological developments in search mean it’s more important than ever for digital marketers to know how search works and what they can do to maximize their visibility.

1. #SERP
#DIGITALMARKETING

2. WHAT DOES SERP STAND FOR?
Search engines serve up a SERP in response to a search query.
That search query is driven by a keyword, such as “power drill” or
“how to bake a cake.”
It’s important to note that SERP isn’t unique to any specific
search engine. There’s a SERP for Google and there’s a SERP for
Bing.
Also, SERPs are user-driven. That’s why you’ll sometimes see
different search results on the same search engine if you’re
using a different PC.

3. WHAT IS SERP MARKETING? SEM AND SEO?
SERP marketing is an effort to promote a business within the search results. There
are two different types of SERP marketing:
• SEM – Search Engine Marketing is the practice of running paid ads within the
SERPs. Usually, search ads appear at the very top of the results list. Marketers
typically only incur a charge when somebody clicks on their ads. As is the case
with the unpaid (or “organic”) search results, paid ads are driven by keywords.
• SEO – Search Engine Optimization is the practice of achieving a high rank in the
SERPs without the use of paid ads. In other words, marketers create content that
they think will rank well for a specific search term. Typically, they’ll also build a
backlink profile to pass page rank from high authority sites to their own site in
an effort to achieve a higher spot in the search results.
Marketers often use both SEO and SEM as part of their overall digital strategy.

4. WHAT IS A SERP?
SERP refers to a SEARCH ENGINE RESULT PAGE – the page that
appears with a user’s results when they type a search into
Google (or any search engine).
Search Engine Results Pages (SERP) are the pages displayed
by search engines in response to a query by a searcher. The main
component of the SERP is the listing of results that are returned
by the search engine in response to a keyword query, although
the pages may also contain other results such as advertisements

5. TRADITIONAL SEO
ORGANIC VS. PAID RESULTS
• Organic – refers to content that ranks high due to Google’s
algorithm and a page’s optimization
• Paid – results that are paid by an advertiser to be displayed in a
SERP

6. ORGANIC SERP RESULTS
This is why you pay SEOs the big bucks – to take a page to the top of the SERPs.
An organic result appears because it’s relevant to a user’s search terms. Generally, the
top spots are filled with the pages that most “naturally” suit a searcher’s query.
Because these are meant to be natural, there’s no added bells and whistles.
Instead, these results are obtained through organic SEO, which refers to the methods
used to obtain a high rank or placement on a search engine through the use of unpaid
results. Rather, organic SEO caters to search algorithms by using keywords, backlinks,
quality content, etc. (more on that shortly).
Some of the benefits SERP include:
• Tends to generate more clicks overall – the top 5 organic listings on Google
accounted for 67.6% of all clicks
• Because of content relevancy, organic results tend to keep top spots longer
• Build more trust with users, as most prefer to click on organic listings

7. PAID SERP RESULTS
These have been paid by an advertiser to display in the SERP, and they generally appear at the very top of the
SERP, or alongside them.
Paid SERP results are also powered primarily by keywords; a searcher’s paid result will be one that matches
closely to any keyword they entered in their search.
Most of the time, they look almost identical to organic listings – minus the small “ad” badge. But increasingly,
you’ll see different ads suited to different niches.
For example, retailers can show off pictures and prices of their products through the use of Shopping Ads.
The use of AdWords extensions has also opened new doors for advertisers. Now, local businesses can include
location extensions, those with downloadable apps can include app extensions, and any business can include
sitelink extensions with additional links.
Paid ads work on a pay-per-click (PPC) basis, meaning an advertiser only pays when someone clicks on their
ad.
And like organic results, paid results too have their fair share of benefits. While they may not have the same
staying power, paid search can you get to the top of the SERPs and expose you to highly targeted customers –
fast.
And though they may not see the same CTRs as organic listings – on average, Google PPC ads see a 2% CTR –
those that do click are often ready to convert.
Beyond that, paid results come with a set of analytics that will tell you everything from clicks and impressions
to conversions and ROI.

8. HOW DOES GOOGLE DETERMINE A PAGE’S
RANK IN THE SERP?
The websites on the first page are the ones Google has determined to be the
most relevant and useful to a particular search query.
To make that decision, Google relies on a complex algorithm of 200+ ranking
signals.
In technical terms, the process works something like this:
• Google uses its Googlebot (search bot software) to crawl a site. Crawling is
the process where the bot goes to different sites to find new information.
The Googlebot finds sites to crawl through links.
• The information gathered by the Googlebot is then indexed. This is where
Google uses those 200 ranking factors to determine the placement of a site
in the SERP.

9. HOW DOES SEO AFFECTS SERP
SEO efforts are separated into two categories:
• On-page SEO – refers to all the factors you control on the page such
as linking, content optimization, page titles, etc
• Off-page SEO – includes all factors off page, such as social media
networking, blog promotion, etc.
Their basic difference is that on-page SEO has more to do
with what your page will rank for, while off-page SEO is more
concerned with where your page will rank.

10. ON-PAGE SEO ROLE FOR SERP(’S)
On-page SEO is how you optimize your individual web pages to rank higher in the SERP.
This refers in large part to the content of a page – which may be the single most
important factor when it comes to determining a page’s rank.
Good content is relevant, relatable, serves a clear purpose to your audience, and
is linkable.
It’s generally focused on a very specific subject, clearly stated through the use of
specific keywords.
Your target keyword should be used several times throughout your content, as well as:
• Your title tag
• URL
• Image alt text
• Meta descriptions
• Headings and subheadings

11. OFF-PAGE SEO ROLE FOR SERP(’S)
Off-page, of course, is any SEO effort that happens away from the actual
webpage.
When done correctly, it can signal to search engines that your site is
popular, relevant, and trustworthy.
Most commonly, this is done through backlinks – links from other
webpages that lead back to your site. The more quality backlinks you can
accrue, the more likely Google is to trust your site and rank it accordingly.
But there’s more to off-page SEO than that, including:
• Social media marketing
• Influencer marketing
• Guest blogging
• Events, giveaways, etc.

12. VARIOUS KINDS OF SERP FEATURES
FEATURED SNIPPET

13. #SERP
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