When you think about it, it’s remarkable that almost any piece of information is quite literally at our fingertips. With a quick Google search, we can find answers to almost any question imaginable. But have you ever stopped to think about the complex system behind those results? This wizardry is possible because of Google and its SERP tool (also known as the Search Engine Results Page).

At True North Technologies, we believe that knowledge is power and that attracting the right audiences can be your superpower. So, let's delve into the world of SERPs, explore how they're changing, and how this impacts the ways we gather information.

1. What Goes Into a SERP 

Go ahead, open up your browser, and type "best pizza places near lincoln nebraska" into Google. The response you’ll see is a SERP. It's a carefully curated page filled with various elements designed to finish your search in the most informative way.   

Here's a breakdown of the key components that go into a wide variety of SERPs:   

• Organic Results: These are relevant, well-crafted webpages that compose a SERP's unsponsored results. Their placements are motivated by Google's complex algorithms and crawlers, which identify and rank the best content.   
• Paid Results (Ads): Businesses can pay to have their websites appear at the top of the SERP (think of those results labeled as “Ad”). These paid, highly targeted placements ensure your site reaches the users who actively search for your products or services.   
• Knowledge Panel: For specific searches, Google might display a “knowledge panel” on the right side of the SERP tool. This panel provides a concise summary of the searched term, including relevant images and information from Google's knowledge base.   
• Featured Snippets: Positioned above your organic results, featured snippets are short summaries pulled directly from a relevant website. Each snippet’s end goal is to completely answer a search, so you don’t have to leave Google.   
• Image and Video Results: Depending on your search, a SERP might include images or videos alongside traditional webpages.   
• Google Business Profile: For location-based searches, a local pack containing business listings with maps and contact information might appear prominently.   

2. How Google Ranks Websites 

The algorithm that determines which websites appear on the first page of a SERP is a closely guarded secret by Google. However, some key factors are well-known, and motivate the practices that SEO professionals follow today!   

Here are some of the crucial ranking factors that motivate top-tier SEO performance: 

• Keywords: Using relevant keywords throughout your website's content is essential for Google to understand your website's topic and connect it with user searches.   
• Quality Content: Google prioritizes websites with high-quality, informative content that provides value to users.   
• Mobile Optimization: With most searches now conducted on mobile devices, having a website that's optimized for mobile browsing is crucial.   
• Backlinks: These guiding stars from other websites point readers towards your company. These backlinks’ quality and quantity influence your website's authority and trustworthiness in Google's eyes.   
• User Engagement: Factors like time spent on your website and bounce rate (percentage of users leaving immediately) signal your users’ engagement. Growing time spent with your brand and decreasing bounce rates are the positive signs Google looks for.   

We’re only scratching the surface and Google's algorithm is constantly evolving, so check back with us in a couple of years. However, by focusing on these key elements today, small businesses can create a strong foundation for SEO success. 

3. Semantic Search and its Growth 

Traditionally, search results relied heavily on keywords. Users would string together specific terms to find the information they needed. However, Google currently focuses on understanding a search’s intent, not just its keywords and keyphrases. These efforts continually rely on increased AI and natural language integrations.   

This shift towards semantic search means Google analyzes the entire context of a search query, including surrounding words and phrases. This provides a more nuanced understanding of what a searcher is truly looking for.   

For example, if you type "best pizza," Google might interpret the intent as "find a highly rated pizza place near me" instead of simply listing websites containing the words "best pizza." This logic allows Google to tailor results to the user's specific needs, making searches more accurate and relevant.   

That’s why if you’re a home and cooking influencer focusing on a cuisine’s best recipes, focus on a keyword like “best pizza recipes.” If a certain niche is trending, you can go further and use long-tail keywords (for example, “best new york style pizza recipes”). In this scenario, this is what your readers will search for next, and understanding their motives is crucial.

Stay Ahead of Google and its SERP Tool   

If you're a small business owner looking to improve your online visibility, contact True North Technologies today. We'll dive into your specific needs and develop a customized SEO strategy that is geared toward your digital marketing goals. Reach out to our team today and get ready to rise to the top!