You may have heard of the terminology SERPS mentioned in various places during the study you do for your SEO learning listing, but what exactly does the SERPS mean?

The acronym SERPS stands for Search Engine Results Page. It is basically the page that is displayed by the search engine once a user submits a query.

Within the SERP listings, you will see different sections on that page. You will see paid Ad results, organic results and if it’s a local search, you will see maps listings. Maps listings are obtained by optimising your Google My Business page. It is important to understand that the majority of searchers will rarely click to view page two of the SERPs. This is an important factor that needs to be explained to any businesses you decide to offer SEO services to. If your a business and looking to get more enquiries through your website, if you’re not on page one in the search engines, you’re not likely to receive any visits from people looking for your services.

Not only is it important to be on page one but high up on page one. The top three search engine listings in the organic section will get the majority of clicks from searchers. If a specific keyword is searched 1000 times every month, the top organic listed webpage will get around 350 clicks to their website. In fact, around 750 clicks will be made on the top three listed webpages. It truly does pay to be as high up on page one for a keyword that is relevant to the products and services that you offer.

There are also a number of ways in which you can get your website on page one of the SERPS. You can apply SEO techniques and get your webpage listed high. You could master a paid advertising platform such as Google Ads and pay money to advertise your products or services. Finally, you can also set up and optimise Google My Business listings so that you appear in the maps section of your offer local business services.

In terms of high-quality visitors, visits from Google organic and maps yield the highest return. Google Ads can also be profitable but many searchers know they are Ads and some are reluctant to click on them because of that. Using the example of 100 searches per month, a paid Ad would likely get clicked on 30 to 50 times on average.

Getting your webpages listed high in the search engines such as Google will be a big challenge. Another challenge may be that now you are high in Google and you are getting people visiting your website but you are not getting many more enquiries. This can be improved by learning the principles of conversion rate optimisation, AB testing and multivariate testing to improving the number of enquiries or sales.

If only a small percentage of your visitors are converting to a sale or enquiry, then another task that could improve your results is to understand you target market at a very deep level. What do they want, what’s their pain, what language do they use? What is their No1 goal. Understanding these things can really help to get a better return on your visitor traffic.