Learn how search engine results pages (SERPs) rank content and get tips for optimizing your site's search performance.

The Internet is a vast repository of content, and search engines help the best content rise to the top. Almost everyone never gets beyond the first page of search engine results, and most search traffic goes to sites that rank at the top of the page. To drive traffic to your website, you need to secure a high ranking, and understanding the structure of search engine results pages (SERPs) is helpful for that.

What is a Search Engine Results Page (SERP)?

Search Engine Results Pages (SERPs) are the list of results that appear when a user types a query into a search engine. Brands and content creators use search engine optimization (SEO) to improve their content and increase their chances of ranking at the top of the SERPs. In addition to link results, search engines are constantly adding new features to the SERPs, such as information-rich panels and paid ads. Depending on the search query, the results page may include links, videos, products, and other featured snippets.

The Internet is a vast repository of content, and search engines help the best content rise to the top. Most people never get beyond the first page of search engine results, and most search traffic goes to sites that rank at the top of the page. To drive traffic to your website, you need to secure a high ranking, and understanding the structure of search engine results pages (SERPs) is helpful for that.

Components of a Search Engine Results Page (SERP)

Search engines aim to provide relevant and useful content to web users. To do this, search engines display different types of media, including various search features. Here are some common result types that can appear in SERPs:

Ads

Paid results appear at the top of the SERP. For example, Google ads appear at the top with a bold “Sponsored” tag to distinguish them from organic listings. Other search engines, like Bing, may use the “Ad” tag or display paid results in a box. For highly competitive keywords, ads may even occupy the top four results on a page. Additional ads may appear at the bottom of the page, and may also appear in map stacks.

Common queries

Google search results display questions related to a user's query in a "People also ask" section. Google pulls text from relevant articles, allowing users to read summarized answers without leaving the search results page.

Related videos

Search engines also return video results along with links. If a video is embedded in a web page and the video title contains keywords, it is more likely to appear in search results.

Shopping results

For queries related to consumer goods, search engines often display shopping ads at the top of the page. These paid search results include product images, prices, and the name of the retailer. Clicking on a shopping ad takes the user directly to the purchase page.

Organic results

Organic search results may include links, videos, or images. This content appears in SERPs based on strong page authority, appropriate keyword usage, and positive user feedback.

Rich snippets

Some search engine results pages add rich snippets, which may be information taken from sources such as Wikipedia. This common SERP feature provides additional context before users click on a link. Rich snippets often highlight how-to content, recipes, reviews, and more.

Image results

A collection of images that appear in SERPs is called an image pack. Search algorithms use image alt text (a description of the image that screen readers read to visually impaired users) and image file names to identify relevant images.

Knowledge graphs

Knowledge Panels are a Google SERP feature that display infographics, charts, or other visual data alongside standard search results.

Map results

Search engines return map results for queries related to physical locations. A search for local services may return specialized maps of businesses based on the user’s location, also known as a local pack.

News results

For queries related to current events, search engines like Google and Bing offer a “Top stories” section that highlights articles from major news outlets. These results appear on the main results page, separate from the Google News tab at the top of the page. Searches for trending topics may also return results that highlight popular posts on social media.

What are the main factors that determine rankings on search engine results pages (SERPs)?

Several ranking factors help improve the performance of web pages in SERPs. These factors are the essence of search engine optimization (SEO), which is the process of adjusting web content to match search engine expectations. To optimize effectively, it is important to understand the ranking factors that search engines evaluate when sorting search results.

Page Authority

Page authority is one of the main ranking signals that influences search rankings. Search engines use advanced mathematical formulas called algorithms to generate an authority score that measures the overall quality and trustworthiness of a page. Several factors affect a page’s authority score, including page loading speed, content quality, and reader behavior.

Backlinks

Backlinks are links that point users to your website from external pages, helping build page authority. Google believes that high-quality backlinks from authoritative websites are a positive indicator of content quality.

Page Speed

Search engines aim to provide a positive experience for web users. Websites with slow loading times are considered low quality and may be ranked lower in search results.

Content Type

Web pages that contain a variety of content are more visible to search engines. Adding images or videos to text-based pages can increase the perceived value of that page.

Bounce Rate

The bounce rate of a website is the percentage of users who leave immediately after entering the page. A high bounce rate is a sign that readers are dissatisfied with the content, which can result in a lower SERP ranking. Users may leave the page if the content is poorly written, does not match the reader’s expectations, or is blocked by pop-up ads.

5 Ways to Optimize Your Website to Rank Higher on Search Engine Results Pages (SERPs)

Optimize both the content and technical performance of your website to increase your chances of ranking high on search engine results pages (SERPs). Addressing these five factors will help you improve your search rankings:

1. Do keyword research

Conduct research related to your target keywords to understand user intent. Use keyword research tools like Semrush or Google’s Keyword Planner to identify related search terms to target in addition to your main keywords to rank for multiple terms. Focus on finding keywords with high search volume.

2. Practice on-page SEO

On-page copy, meta descriptions, title tags, and image tags are all on-page SEO elements. Incorporating keywords naturally can help your web content be more visible to search engines. Include accurate alt text for your images and write descriptive file names to increase your chances of appearing in Google Image Search results.

3. Creating a good user experience

Reduce bounce rates by creating useful content and presenting it in an easy-to-read format. Prioritize reader experience over keyword overload.

4. Consider search intent

Google’s algorithm categorizes search queries into navigational, informational, and transactional. If a user types in an informational query like “Who is the 15th president of Guatemala?” and lands on a product page, they may have a negative experience. Optimize your content for search intent by writing accurate titles and creating content that matches the intent behind your target keywords.

5. Implementing data markup

Using a schema tool or app to integrate structured data markup lets you tell search engines what type of content you’re promoting. Proper schema markup increases your chances of appearing in rich snippets (summaries of information that appear directly on search engine results pages). You can use the markup tool to categorize your content by type. Popular types include recipes, events, how-tos, and articles.

Nickaila Daley, Shopify’s content SEO expert, says the best way to rank high on SERPs is to prioritize high-quality content. “Search engines aim to provide users with the best search results,” says Nickaila. “It’s important that your content is informative, interesting, and aligned with the user’s search intent. This includes optimizing your product pages, blog posts, and landing pages for relevant keywords and useful information.”