Digital marketing is a broad and diverse industry packed full of jargon and all manner of acronyms. So much so in fact, that it can feel like a towering impossibility getting to grips with everything.
In this article, we’re going to focus specifically on the term: “SERP.” What does it mean and what is the significance in digital marketing?
If you are unfamiliar with the term SERP, read on and we’ll tell you everything you need to know.
What is a SERP?
SERP is an acronym that stands for “Search engine results page”. In other words, whenever you type a search phrase into Google and press enter, you will be presented with a page full of results. These links each point to various websites and you can choose from that list of results based on whichever option appears to be the most relevant to your needs.
But what is the significance of a SERP in the world of digital marketing?
What is the significance of a SERP in digital marketing?
The SERPs are very important in digital marketing, however, they only apply to a set number of digital marketing strategies.
- SEO (search engine optimization): the whole point of SEO is to climb the rankings in a SERP for your chosen focus keywords in order to attract as much organic traffic to your website as possible. The dream is to sit at #1 for a wide variety of high-value search terms so as to convert as many clicks into customers as possible. In this case, the SERP is the holy grail for any SEO manager!
- Local SEO: local SEO relies on the SERPs equally, only the anatomy of a SERP in local SEO is slightly different. In this case, you will be targeting ‘local keywords’ which are typically presented with a Map Pack option. In other words, if you type “SEO Company Dubai” into Google, under the sponsored results you should see a section on the SERP with a map, and several listings with a star rating, operating hours, and other useful information.
- PPC (pay-per-click advertising): you will also hear the term SERP referred to often in PPC advertising – specifically when advertising on Google. With Google Ads, you bid on certain keywords so that your adverts will appear at the very top of a SERP in the sponsored ads section.
Why are the SERPs so important?
SERPs are important because the results presented are indexed based on a variety of ranking signals that ultimately determine where your website appears. If your website ranks poorly in the SERPs (if at all) then you are going to get far less exposure, then your competitors. However, if you dominate the SERPs and sit in the top positions, you’ll attract a significant amount more traffic to your website – which all means a greater potential for converting clicks into customers.
Master the SERPs and you will outshine your competitors. Game on!