Search Engine Results Pages or SERPs are web pages that are served up to visitors when they search for information on a search engine with a search engine, like Google. The visitor enters their search term (in many cases employing certain keywords and/or phrases recognized by the search engine), on which the search engine displays them a SERP. In short, the SERP is Google’s customized and optimized version of a website. SERPs are a lot like websites themselves. For example, the pages of a magazine are different from the web site of a company because the magazine’s SERPs are targeted towards a specific audience. And just like with websites, the design of search engine results pages (SERPs) has to be attractive enough to attract not only current but future visitors to the site.
The most significant change in the SERPs and the way they’re presented compared to the traditional website listings were brought about by Google’s decision to implement two separate measures. The first one is called organic search results and the second is called paid advertising or Google Adwords. The organic results still give top rankings to high-quality sites, which is what every search engine aim at. However, the paid ads come in, with Google promoting them above all the organic results and taking them into account while determining the position of a site within the SERPs.
The importance of YouTube videos in the ranking process is quite evident. When you perform a search on Google using any of its three major keywords, YouTube is the first place where you’ll find lots of websites dedicated to showing you videos related to your queries. Many of these videos are in fact sponsored advertisements, Google’s way of saying it’s an easy way for them to earn more than they would on the content they’ve provided for free, and thus get more clicks. The result is that the video views and the amount of views can greatly affect the ranking of a site. If many people view your videos, then Google will rank them accordingly.
The same principle applies to pictures and photos in Google Images. These too are promoted heavily, and in Google Images they receive the title, image file name, and targeted description of your keyword. This means that the more important a keyword is to you, the more image links you’ll see in Google images, and the higher your site will be ranked. You can also use the Google Image search tool to find out which picture is the most relevant for your keyword.
It’s also important to understand how SEO works with videos. When you optimize a video for Google, you set the target view time, quality rating, the keywords you want to use, and the description text. The video will show up in the Google results page with the corresponding target keywords. What’s more, the SEO expert will optimize each individual frame of the video so that it appears at the top of the SERPs. Google looks at the duration of the videos as well as how many times it has been watched, which is called “view time.”
There are two more main components of SEO, known as the SERP, the Search Engine Results Page and the Knowledge Graph. Google gives much less prominence to the SERPs than the knowledge graph does, but it’s important to understand that it’s Google’s choice of displaying those pages. In fact, it’s Google’s ultimate decision as to what elements of an organic search result will appear on the SERPs. The SERPs, and thus the Search Engine Results Pages, are purely a function of how important the keywords are, and Google has the final say.
On the topic of search engine results, it’s also worth noting that Google sometimes shows videos before other web pages, especially when someone is searching for a video about a product or service that appears on a SERP, and these high profile videos do well in terms of rankings. Many people think this means Google videos are better than text links. While there is some truth to this, the quality of Google’s featured snippets is not nearly as great as it once was. So, if you want your video to perform well on Google, you should focus on producing high quality text links instead of producing fancy Google videos.
Google has made it clear that they value organic listings more than anything else, so it makes sense to create high quality backlinks from only the most relevant websites. If you want to do well on Google, avoid the use of the “Google Slurp” technique, since it’s an indication that you haven’t done much to improve your rankings, and it will just move your videos down the SERPs. Instead, focus on producing quality one-way web links from only highly relevant sources, and your search engine results will take care of the rest!