Search engine juggernauts like Google handle over 6 billion search queries every day. As a business owner, one of the main goals you should have is driving as much traffic from these queries to your website as possible. Google uses several different metrics like content quality, page speed and the number of backlinks to choose the best websites to show a user once they have entered a search query.
The search engine result page (SERP) users are presented with is designed to answer their queries. Below is so helpful information about what search engine results pages are and what you can do to improve the visibility your website has on them.
What is a Search Engine Results Page?
In short, a SERP is a page that search engines provide a user after they have submitted a query. This page features organic results related to the query; there is also paid content on this page. Businesses that invest in pay-per-click campaigns with the help of tools like Google Ads work hard to position their links at the top of relevant search engine results pages.
The search engine optimization techniques used by marketing professionals are designed to make a website rank higher on a search engine results page. The algorithms and techniques used by search engines like Google are becoming more complex with each passing day. This is why business owners need to work with seasoned marketing professionals to ensure the SEO techniques they use are both effective and sustainable.
Search Query Types You Need to Be Aware Of
The links and media that show up on a search engine results page depend heavily on the type of query being made. For the most part, there are three basic search query types.
- Transactional Search Queries- When a consumer wants to buy a particular product online, they will engage in what is known as a transactional query. These queries tend to have a higher rate or revenue potential because the consumer in question already has the intent of making a purchase. Generally, the search engine results pages for these types of transactions will feature tons of paid ads.
- Navigational Search Queries- If a search engine user knows bits and pieces of a URL they want to visit, they will enter what they know into the search bar. These navigational queries are very typical and nearly impossible to rank for unless your URL is what a particular consumer is looking for.
- Informational Search Queries- Consumers looking for information about a particular subject, product or service will use informational search queries. These queries come in forms like questions, keyword phrases or general topic information. Creating content that is relevant to a particular subject is the best way to show up on the first page of results when a person uses an informational query.
Now that you know more about search engine results pages and what they are designed to do, it is time to figure out how to improve your website’s rank on these pages.
By, Peter Roesler, President of Small Business SEO. 25+ years in marketing! Yippee.
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