The SERP is the web page generated by a search engine - such as Google - after an Internet user has launched a query. In this article, we find all the things that are considered relevant by the search engine, according to the intention of the query: purchase intention, decision making, browsing history, etc.
The natural referencing (SEO) of a website or a web page aims to get the best possible position (ranking) on the first page of the Google SERP.
The primary objective is to appear in SERP 1, that is to say on the first page of results. The best is to be present in the first 30 results. Beyond SERP 3 (third page) the chances of getting a click on your link by the Internet user are very low. For all companies, it is important to appear in the first results on the queries that concern their sector of activity, in order to improve their notoriety and traffic on their website.
To achieve this, SEO plays a very important role. You need to activate the right levers to allow your website to be visible in the SERP: quality and well-structured content, good titles, good meta descriptions, relevant keywords, having an efficient website, etc.
There are different styles of presentation of natural results provided within a SERP in Google. Generally, they are presented in the form of a title, the URL address, the brief description of the content, and are sometimes accompanied by a preview or the date of the last indexation of the resource. These elements depend in part on the nature of the queries made.
It is also possible to find different content formats in the Google SERP: images, videos, customer reviews, featured snippets in position zero, rich snippets, knowledge graphs, universal search boxes and much more.
Note that SEO is not the only way to appear at the top of the first page of results. To get a good position on the SERPs of search engines, it is also possible to advertise via a paid search strategy (SEA). For this, you can use Google Ads and commercial link programs. The link of the website appears in a "showcase" box at the top of the page, or in an "ads" column on the right of the screen.
Understanding how the SERP works and what is at stake is important to optimize the visibility of your site. And for good reason: the variety and the functionalities of the Search Engine Result Page have become so important that we sometimes talk about "snakeology".
