SEO glossary: SERP (Search Engine Result Page)

In a nutshell: What is SERP?

If a user enters a keyword in a search engine and sends the search query, the search results appear. This is also referred to as the SERP (Search Engine Result Page).

What is SERP?

The term SERP comes from the English and means "Search Engine Result Page". Translated, it means search results page.


When a user submits a search query, the SERP displays the corresponding search results. While the results used to be static and very one-sided, they are now dynamic and depend on several factors. For example, the country and region in which a user is located.


Many SEOs and webmasters are always striving to get as high as possible in the SERPs. Because the higher the position is, the better the click rates turn out. And that results in more traffic on the bottom line.


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How is the SERP structured?

In recent years, it has been very easy to observe how the SERP has constantly evolved. Previously, search engine results from Google and Co. only displayed simple result boxes, also known as SNIPPETS were displayed.


But today they deliver much more. Depending on the type of content on the target page, the information is also displayed in the SERPs as info boxes. These are alternatively also known as knowledge graphs. The search engine decides independently which type of info box is displayed to the user. However, it can help to implement the information on a website with structured data.


For example, if users search for a famous athlete, a corresponding infobox is displayed with all the important facts (place of birth, age, career, etc.). In addition, there are other infobox types with FAQs, recipes or videos, for example.


The goal is to provide users with only relevant and high-quality content so that they receive the greatest possible benefit.

What factors play a role in the output in the SERPS?

At the beginning of Google and other search engines, the SERPs were still largely static. The individual country versions were identical for almost all users. But today, things look very different.


Search engine results are largely dynamic and their output depends on various factors.


Below are factors and signals for the SERPs:


  • History in the browser: Search engines store information about previous search queries in cookies. Accordingly, they can have an influence on further future search queries.


  • Location: Where the user is currently located also plays an important role (keyword local SEO). If a user has activated geo-localization and enters "Chinese restaurant", for example, they will receive corresponding results in the SERPs from Chinese restaurants in the city in which they are currently located. Here, for example, the search results are displayed in Google Maps.


  • End device: If a user enters a search term from a mobile device, they will receive corresponding results that are optimized for a tablet or smartphone. This is intended to create a positive user experience.


  • Logged-in users: It is not uncommon for search engine users to be logged in with their Google account, for example. According to their previous usage, they therefore receive different and possibly optimized search results.


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Conclusion: What is SERP?

If SEOs do their homework and optimize their website, you may be displayed higher in the SERPs. Search engine results now offer users a lot of helpful results and information. For example, not only websites with text content are available, but also images, videos and Google Maps maps. Here, interested parties can quickly and easily find everything they need.

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