Google’s search results are constantly evolving, and many searches no longer return simple text links. Instead, users see videos in results, answer cards, news stories, questions that people also ask, and more.
There are a number of ways to rank higher, including creating content relevant to your target keywords, optimising your website, and building links to your pages.
SERP stands for Search Engine Results Page, which is the page you see after entering a search term into Google or some other search engine.
SERP stands for Search Engine Results Page and is the results page displayed by a search engine once a query has been searched. This results page is made up of relevant website listings in response to the search. The content appearing in the SERP depends entirely on the kind of query searched, generating a different results page each time.
Google’s SERP can return a number of different elements or features depending on the search. It’s not just a list of blue links anymore, there are a broad range of SERP features now offered by Google; including answer cards, carousels, videos, images and social assets.
Knowing what Google is thinking, and the direction search is heading in can help brands to maintain relevance to searchers and stay ahead of rivals.
To take one example, searches for holidays were often accompanied by questions about refunds in case of rule changes, or about safety precautions during travel. This information tells brands about the kinds of guarantees and information travellers were looking for.