Google SERPs: how the Search Engine Results Pages work
The Google SERPs (Search Engine Results Pages) are the pages of results returned by the search engine to requests for information typed by users on various search engines, be it Google, Bing, Yahoo, and so on.
How Google SERP works
When users type in searches, Google returns one or more pages of results, depending on the number of indexed content that answers users’ typed queries.
Google defines the ranking by analyzing the intent of the searches typed and ordering the available contents according to its own criteria (ranking factors), to provide results in descending order of relevance.
The results it will return will be different if the terms used are professional or amateur. The number of results obtained will also be different and probably the first page will not have the same sites.
For this reason, during the provision of SEO services, it is necessary to define content aimed at two different targets:
- Professional target.
- Amateur target.
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Furthermore, Google takes into account different factors for each search query, in order to produce lists of contents adapted to the needs of each request. Google also has ‘artificial’ intelligence, which allows users to get an answer based on their geographical position.
This makes it difficult to compare the order of SERP results in different circumstances because each of them is influenced by different factors.
The evolution of the SERPs to date
The Google search results page has not remained unchanged and over time has undergone many changes to better be able to respond to the needs of the public.
This leads to periodically redefining the SERPs both by changing the order of the results (the so-called positioning on Google, and by implementing new elements useful for people.
Over the years, we’ve gone from pages made up of just text results (ads and websites) to pages with elements like images, videos, featured boxes with response previews, podcasts, etc.
The evolution of the SERPs, still in progress, has also seen the redefinition of the position and format of advertisements: over the years they have changed color, size, and arrangement to conform to the characteristics of the page.
The Google SERP after Universal Search
Today the results page is called Universal Search and is constantly changing due to the tests that are performed by Google.
Universal Search can be defined as a process of integrating results, which represented a very important change. In particular, Google tries to continually improve the way it responds to the search intent that moves users, in order to offer increasingly relevant results.
The principle behind Universal Search is to provide a complete answer to a search within a single page. In this way, a 360-degree response is provided that involves multiple sources and with information taken from databases such as sports sites, weather sites, newspapers, etc