No, this is not an article about the surfing conditions, even though it is that time of year for some killer waves off our beautiful local beaches in Wilmington.

A SERP - Search Engine Results Page - is very important to your business and its online presence. It is a web page that shows results to users when they search for something online using a search engine, such as Google. While Google’s SERP looks familiar to anyone who has used Google’s search bar in the last 10 years, how it actually works is still misinterpreted and misunderstood.

Every SERP is different, even for search queries performed on the same search engine using the same keywords or search queries. This is because almost all search engines customize the experience for their users by presenting results based on a range of factors beyond their search terms, including a user’s physical location, browsing history and social settings.

By understanding the key elements that display on a SERP for the most common types of searches, you’ll be able to improve how your business appears to users online and entice them onto your website to make a purchase.

The Brand Search

Users searching for your brand name are a prime target for your business.  Let's take a look at how your business is displayed for a branded search.



(A) Google Adwords
AdWords ads are located at the top of a Google SERP and are Google’s primary source of revenue. These ads are based on bids placed on specific keywords. AdWords ads always include the text written by the advertiser and may also include extra features, called extensions, that include a company address, phone number, additional links to other pages on their site and more.

(B) Organic Results
Organic results are Google’s best guess at what a user is searching for when he or she enters a keyword. When It comes to a branded search like the one above, you want to be sure your business is in the number-one position in these organic results in order to receive a high CTR. The ranking for these results is based on Google’s famed algorithm that takes many factors into consideration to provide the best search results possible.

(C) Knowledge Graph Results
Google’s knowledge graph is an excellent space to provide more information about your business to potential customers. In the search above, Google is pulling information from a Google Business listing (you’ve optimized your Google business listing right?). The knowledge graph can also display information about people, places or things, depending on the search query.


(D) Local Map Results
These map results are frequently shown when the searcher is looking for a local business. The information for the businesses returned is taken from each businesses Google Business page. The order in which businesses show up is heavily influenced by the proximity of the business to the searcher, as well as a number of other factors.

Just as you want your storefront to look nice to attract visitors, you’re going to want to be sure you're making the most of your web presence by sprucing up your results on Google’s SERP. 

Need help improving search results for your business and diving into new business? The SEO experts at Wilmington Design would love to help you ride the wave of optimizing your website and get through the barrel for best ranking search results! Contact us at [email protected] or 910-395-9997.

Bill Hunter and the WDC team believe that honest business and innovative design go hand-in-hand. Their talented team of designers, marketers and developers are as diverse as our work. They offer a range of services, including marketing strategy, branding and creative web and application development, as well as digital marketing solutions specific to your business. Contact Bill at [email protected] or visit  www.wilmingtondesignco.com.