SERP stands for Search Engine Results Page. This is the page that a search engine displays to the user when they submit a search query. For example, if you go to Google and type in ‘what is martech?’ and press enter or click the search emblem, the search engine results page (or SERP) will be the pages that are returned to you.
You will notice that the search engine will most likely not return only one single results page, depending on your search term but quite likely it will return thousands or even millions of results pages. Search Engine Optimisation (SEO) techniques allow businesses and their marketing teams to rank higher on search engines. Obviously, page one would be the ultimate goal for businesses, the fact is that most users will not go beyond pages 2 or 3 to find the content, business, service or product they are looking for.
Where a business ranks on search engine results pages is an important factor for most businesses, particularly those that seek to increase organic traffic to their website. According to stats published on Expand Digital website, ‘businesses that show up on the first page of results get 92% of consumer traffic’. Here you will also find other useful stats that will aid in your SEO efforts.
Google is the most used search engine, who typically have around 90%+ market share. It is however worth considering that Google is not the only search engine used, others include Bing, Yahoo!, MSN Search, AOL, Ask.com and Yandex, amongst others.