Nowadays, the industry of digital search has successfully evolved a global online billboard, where we can find possibly any product or service needed for every day. And most of us are familiar with such a billboard by the industry giant, also known as Google results page, or the Search Engine Results Page (the SERP) to be more precise.
In fact, however, Google results page is something definitely more extensive than just a page with answers responding to a search request (otherwise, keyword query). Putting it in plain English, it’s a goldmine full of innumerable opportunities for everybody: the average users, service providers, manufacturers, retailers, traders, and so on. Though, to make the right use of these great opportunities, one should understand the primary rules of this big game. I mean here the layout of Google search page has a lot of advantages and different tools used by every modern marketer.
So, what should we know about the SERP to keep moving up-to-date? Let’s see the main three components of Google results page:
Paid search results (PPC advertising)
Local search results (a.k.a. Google My Business)
Organic search results
Paid search, otherwise pay-per-click advertising is known for paid online promotion appearing in the special section on the top the SERPs. From one hand, Google’s paid search can provide a nearly immediate solution for every wondering user. On the other, paid search offers a good ROI for business owners. Of course, given that their digital promotion campaign is managed right. Paid search ads can be launched and adjusted manually in Google AdWords. And there are two basic means of pay-per-click advertising on Google search:
Original PPC text advertisements are always displayed on Google results page with a green icon bearing “Ad” abbreviation so that they can be identified as commercials.
Shopping advertising by Google can appear in two different ways - either on the right side of the results page or in the top row of the SERP. Shopping ads are always displayed with the label “Sponsored” so that they can be easily verified by the marketer.
Local search results are commonly displayed when the user is looking for any at-hand products or services offered nearby. Local results are typically shown in two different ways - via local pack listing (a map snippet backed with a set of three business listings), or with Knowledge Graph listing (a snapshot with all data available on every local business).
Organic search results are purely natural results, which are ranked and listed strictly according to their relevance to the user’s search request query upon inserting into Google’s typing bar. That way, organic search listings (always unpaid, at least directly) are ranked in compliance with over 200 ranking factors used by Google’s sophisticated search algorithm for a complete evaluation to provide a final decision on ranking.
All these ranking factors are controlled by a broad concept of the Search Engine Optimization (SEO). Most commonly, the main effort of SEO is concentrated on driving more organic traffic to the website, improving its online visibility for unpaid search results. Doing so, the global target of SEO remains all the same - building, setting up, and maintaining web pages that would be easily understood by both the search engines, and live users.