Sounds like something the kids are saying these days, huh?
Actually, it’s the acronym used for “search engine results page” and looks something like this:
So why is a SERP important to your advertising efforts?
It’s critical that you aren’t only on it when someone “Googles” your services, but you need to be near the top for a conversion to occur. But first, it’s important to understand how SERPs work and how searchers are viewing them…
(But really, let us help you out!)
Our image at the very top of our blog is from The Nielsen Norman Group, and illustrates the following:
- “Users first read in a horizontal movement, usually across the upper part of the content area. This initial element forms the F’s top bar.”
- “Next, users move down the page a bit and then read across in a second horizontal movement that typically covers a shorter area than the previous movement. This additional element forms the F’s lower bar.”
- “Finally, users scan the content’s left side in a vertical movement. Sometimes this is a fairly slow and systematic scan that appears as a solid stripe on an eyetracking heatmap. Other times users move faster, creating a spottier heatmap. This last element forms the F’s stem.”
So, from this research we can gather that the top of the page gets the most attention first. From there, the eyes focus along the left-hand side (this forms the F-shaped pattern). This means you have to stand out…quick!
Now that you understand a little more about SERP real estate, you may be wondering…
How do I go about “standing out” on a search engine results page?
It’s quite the “million dollar question,” isn’t it?
You’ve gotta tune in tomorrow to find out! See you then!