You have probably come across many terms in the field of marketing, especially those related to SEO and content. Maybe one of these things is SERP; Something you’ve dealt with many times if you deal with SEO. But what is SERP? What does it mean and why is it important for SEO? If you are looking to find this question and want to know what a is serp, join us.

SERP or search results page is one of the most important parts of the search process in search engines like Google. When users search for a specific term or keyword on Google, they are shown a page containing a list of results related to that search, called a search results page or SERP.

SERP includes different types of results including website links, images, videos, news, and direct answers from Google such as encyclopedia box, weather, and map. The rank and position of each of these results in the SERP are determined by their relevance to the searched keyword.

SERP plays a significant role in the success of websites and online businesses. The higher the website ranks on the search results page, the more traffic and views it will receive. For this reason, many business owners try to improve their website’s ranking in the SERP, which is called search engine optimization or SEO.

However, SERPs and the complex algorithms behind them are challenging yet important concepts to understand. Many business and website owners have no idea what SERPs are and how they can improve their ranking.

Therefore, the purpose of this article is to familiarize readers with the concept of SERP and the factors that affect the ranking in it. Also, solutions and strategies for SERP optimization will be introduced. It is hoped that after reading this article, readers will find a better and more comprehensive view of SERP and how to optimize it.

Understanding the concept of SERP

A brief explanation of search engines

Search engines are tools to help users find the information they need from a huge amount of web pages. Search engines like Google, Bing, Yahoo, etc. provide quick access to information by searching all web pages and creating a huge database. By typing the words and phrases they want, users get a list of related results, which is called a search results page or SERP.

There are complex algorithms behind search engines that rank and provide the results to the user by considering various factors such as the relevance of the content of the web pages to the searched words, the credibility of the sites, and the history and search behavior of users.

Over the past two decades, Google has become the most popular search engine in the world. Ease of use, high speed, and relevant results are the main reasons for Google’s popularity among search engines of more than 90%.

Definition of SERP

It’s time to say what SERP is. SERP stands for Search Engine Results Page. Every time a user enters a term or a word in the Google search box, after the search, a page containing a list of related results with a direct link to those web pages is displayed, which is called a search results page or SERP.

SERP is a page that is a bridge between the user and the information he needs. By viewing this page, the user finds out whether his search results have reached the requested information or not. If the answer is positive, he can access useful content by clicking on the provided links.

In one sentence, a SERP is a display page that contains all the information and content found by a search engine related to a specific search term.

The main components of a SERP

A SERP has various components and sections that provide the information needed by the user in various forms. In the following, we will mention some of the most important and widely used components:

Organic results

This section contains links to web pages that are ranked naturally and based on Google’s algorithm and criteria, depending on the degree of relevance and relevance to the searched term. By examining factors such as the relevance of the content, the history and age of the site, the quality of the content, linking sites, and many other parameters, Google gives a higher score and places it in a higher rank.


Google Ads appear at the top and bottom of the search results page. People or brands pay Google to advertise their website or online store in these places and get more exposure from users.

Google direct response box

Sometimes, for some user questions, instead of displaying links to different pages, Google answers the question directly. These answers are usually extracted from reliable and reliable sources such as Wikipedia, government sources, statistical data, and the like and are displayed in a special box at the top of the page.

Image Carousel

The image carousel is a section where a number of the most important and relevant images with the searched term are displayed in the form of a moving slider in the middle of the screen so that the user can access the source by clicking on each image. This section functions like a photo album.

News section (News box)

There is a special box titled news, which contains the most important and latest news related to the searched term. By selecting any news, the user is directed to the specified page on that website. Through this section, Google tries to provide the latest information to its users.

Videos section

This section contains several videos related to the searched term. By clicking on any video, the user can directly watch that video. With the addition of this section, there is no need to search separately on YouTube and video engines.

Many other components such as People Also Ask, FAQ boxes, social networks, maps, etc. are also considered to better cover the information needs of users. For example, the People Also Ask section contains frequently asked questions that other users have also asked about that searched term. By clicking on any of these questions, the user will be directed directly to a page containing the answer to that question.

Also, the social networks section displays posts and discussions related to that topic from networks such as Twitter and Reddit. The user can check the thoughts and views expressed in social networks about that phrase.

In addition, there is usually an interactive map that displays relevant locations on the map according to the searched topic. For example, when searching for the name of a restaurant, a map of that restaurant’s location and contact information will be displayed.

As you can see, a SERP has very wide dimensions and tries to answer all the possible needs of users about a specific search term. Knowing its different components is very important to better understand the performance of search engines.

Factors Affecting Ranking in SERP

Agents inside the site

Factors that are located inside a website and can be controlled and optimized directly by the site owner are known as internal or intra-site factors. Some of the most important factors are as follows:


Content is one of the most important factors affecting the ranking of sites. The content should be completely related to the business topic or domain of the website. Using relevant keywords in the content and following principles such as SEO can significantly increase the site’s rank. Having unique, attractive, and up-to-date content is also very important.

Loading speed

The loading speed of website pages is another factor that Google pays special attention to. The faster the website, the better the user experience and thus the higher the ranking. It is possible to increase the speed of the site through the optimization of images, files, and correct coding.

Site structure and architecture

The proper structure of the site with the correct classification of sections and sub-sections, the existence of a site map, and the correct hierarchy of pages make it easy for search engines to crawl and index it. Also, the user can easily access the information he needs. This will increase the ranking of the site.

Technical Optimization

Technical factors such as the standardization of HTML codes, compliance with accessibility principles, website server and host optimization, and stability against cyber attacks are other criteria that affect SEO. Proper technical optimizations can make the site more technically reliable and get a better ranking. SEO is one of the fields of digital marketing that you can learn more about by participating in one of the digital marketing courses.

Site domain and domain life

Another factor that Google cares about is the age and history of the domain. The longer the history and life of the registered domain, the more reliable it is in the eyes of search engines and the higher the rank.

Off-site agents

In addition to the internal factors of the site that we can manage, there are also external factors that are out of our control but affect the ranking of the site:

  • Quality and credibility of backlinks

Backlinks or links received by the site from other sites are considered one of the most important external factors affecting the site’s rank. The more backlinks are received from more reliable and quality sites, the more impact they will have on increasing the ranking.

  • Presence in social networks

Today, social networks have become an integral part of online activities. An active presence on networks such as Facebook, Twitter, Instagram, etc., with references to the main site, will attract more views and clicks, thus helping to increase the ranking.

  • Comments and feedback from customers

Comments, views, and customer feedback about the products and services offered on the site can also be effective in improving the site’s position. Positive reviews of site visitors give credibility to search engines.

Behavioral signals

Behavioral signals of users, such as how long they stay on the site, clicking on internal links, the rate of returning, etc., are also factors that Google considers to determine the ranking.

Brand reputation and credibility

Finally, we should not forget that a well-known and reliable brand will naturally have a better rating than an unknown site; Because its reputation and credibility have been formed over time.

Google algorithms

Another very important factor that determines the rank and position of any site in search results is Google’s algorithms and ranking factors. Google’s algorithms are constantly being updated and apply new criteria to rank websites.

Among the important algorithms of Google, we can mention Homer, Panda, Penguin, and the update algorithm known as BERT. By making the search process more intelligent, the BERT algorithm tries to better understand the needs of users and display related results more accurately.

The most important change brought about by the BERT algorithm is the special attention to the “search intent” factor. Previously, the search engine only displayed results based on matching words; But the BERT algorithm, by understanding the semantics of the searched terms, tries to identify the user’s intention and present the results based on it to achieve more satisfaction.

Knowing Google’s algorithms and ranking factors and adapting the site to them plays an important role in SEO success. Any major change in search algorithms can affect the ranking of all sites.

Optimization to improve ranking in SERP

On-site optimization

After examining the factors affecting the ranking of sites in Google search results, in this section, we will discuss how to optimize the site to improve its position. The first step is to optimize the factors inside the site that we can directly manage:

Add quality and useful content

The most important part is producing valuable, attractive, and up-to-date content. The content must be completely related to the field of activity and meet the information needs of the audience. Observing principles such as SEO in content creation will attract more visitors through search engines.

Speed optimization

One of the most important ranking factors is site loading speed. The higher the speed, the better your rank and traffic. Using tools like GTmetrix, you can measure and optimize site speed.

Improvement of technical factors

Adherence to standards in programming, server security, proper support, and resilience against cyber attacks are among the technical factors that can affect the rating.

Improve user experience

Factors such as ease of browsing and finding information, user-friendly design, compatibility with different devices, and the possibility of sharing on social networks improve the user experience and help increase the rating.

Continuous analysis and optimization

Analyzing site statistical data regularly to identify weak points and corrective measures is vital in the process of continuous optimization and improvement of the site’s ranking.

The correct implementation of the above measures will guarantee a significant improvement of the site’s position in the search results.

Off-site optimization

After optimizing the internal factors, it is the turn of external factors that somehow affect the position of the site:

  • Increasing presence in social networks

Active presence and continuous updates on networks such as Instagram, Telegram, Facebook, Twitter, etc. with references to the main site will increase visits and improve the ranking.

  • Starting a blog or store

Starting a blog as a complementary site or related product store can be a good source of quality backlinks and referrals.

  • Content participation

Sending articles related to the field of activity to reputable sites and blogs and receiving a link in return is a very effective way to increase the credibility of the site.

  • Activity in associations and groups

Active participation in forums and groups related to the topic of the site and helping to solve the problems of users will attract trust and receive high-quality links.

  • Content marketing

Producing valuable content and sharing it on different sites and networks with a link to the main site is considered a powerful content marketing method.

Backlink acquisition strategies

As mentioned earlier, backlinks play a significant role in improving the position of sites in search results, so choosing the right strategies to get high-quality backlinks is very important. Below are some of the most effective strategies:

First of all, by creating valuable and attractive content, you can attract the attention of other sites and bloggers in the relevant subject area and thus encourage them to refer to and include the link of our site in their content. The higher the content is in terms of quality, attractiveness, and practicality, the higher the probability of receiving links and of course higher quality links.

The next solution is to use the guest writing technique; In this way, we prepare valuable content in line with the site’s field of activity and provide it to relevant websites and blogs, so that in exchange for publishing that content, they include the link to our site in the text. This will increase the credibility of the site and will bring many quality links.

Other strategies include communicating with similar sites and exchanging links, participating in forums and specialized groups, and marketing in social networks.

Quality content

As has been emphasized many times, one of the most important factors determining the position and rank of a site is the quality and value of its content. High-quality content plays an essential role in satisfying the audience, encouraging them to stay longer on the site and encouraging them to share that content on social networks, all of which in turn lead to a better ranking in search results.

High-quality website content should have the following characteristics:

First of all, it must be completely related to the field of activity and the main topic of the site; It means to be able to solve the possible needs and questions of the target audience.

It is also necessary that the content contains new, useful, and up-to-date information. Copying the content of other sites is not recommended at all.

In addition, the content should be compiled in such a way that it is attractive to the audience and readers. Using elements such as images, videos, infographics, and practical examples can increase the appeal of the content.

Finally, the text should be organized and classified in a way that is easily accessible to the audience; That is, proper headings and categories, along with a list and index if necessary.

If the website can pay attention to these things and produce high-quality content, it can expect to get a top position in the search results.

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