SERP – Search Engine Ranking Page

 

 

What is a SERP or Search Engine Ranking Page?

When you search for something with Google, Yahoo, Bing or one of the smaller search engines, you will be greeted by a page of search results. This includes both natural or organic listings, and paid or sponsored ad results.

In the world of SEO, we are focused on getting our pages listed in the natural or organic search results.

As a rule of thumb, the higher up you appear on a search results page, the more ‘free’ traffic you will generate.

The search engine ranking page or SERP is the results page that you see when you first type in a query, and the position you have within those results is your ranking. In the early days of search, ranking position was a crucial metric that almost guaranteed you a certain flow of traffic.

Things are somewhat different now, however. Search engines have gone local, so results in different countries and even different states will be different, as the search engines attempt to prioritize what they see as locally relevant content.

Indexes are being rebuilt much more rapidly, so results (and therefore rankings) are more dynamic. With the advent of Twitter, we are moving closer towards the ‘real-time’ web and therefore real-time indexing.

Google also further complicated the page by introducing Universal Search, which means that image, video, news, scholar, shopping and application results can all appear interspersed within the main text results SERPs.

Metrics: Search Engine Ranking Position (SERP)

The Question:

Where do I appear in the list of results for the search engines?

Approach:

Count the rank of my companies listing for specific search terms

Commentary:

SERPs are a less valuable metric today than 5 years ago. Country sites have different rank orders (google.com.sg vs google.com.my), indexes are updated in real-time with news and discussion so orders change, and now users can edit their own search results

The Formula:

Search Engine Ranking Position (SERP) = My rank in results for a specific term, in a specific search engine

Further Resources

 

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