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Google searches are key to search engine optimization (SEO), which is a crucial part of creating an e-commerce site that generates traffic. And keeping up with search engine changes to improve Google rankings is difficult.

Especially when Google changes every day.

Also, the ten blue links from Google searches don’t generate as much organic traffic as they used to.

Why? Due to the new SERP features.

These new SERP features (SERP is short for “search engine results page”) have improved the experience for users, but are also making the process more complicated for businesses.

And if you ask yourself: how to position my website ?, and you want to improve your search engine positioning (specifically, your positioning in Google), you must fully understand the rules of the game.

In this article, you will learn what SERPs are, what is SEO and SEM. In addition, you will learn the many Google SERP features in effect in 2021 and how to improve your search engine rankings.

So, let’s get started!

Advanced Google Search: What are Google SERPs?

To know how to improve your positioning on the internet, first we have to talk about SERPs. SERP, or search engine results page, is the page that is displayed in search engines in response to user searches.

  1. Example of a Google SERP The term SERP is not unique to a specific search engine: Google, Bing, and Yahoo show SERPs to users.

And to date, no two SERPs are the same. They are personalized for each user. This is why you will sometimes see different search results when searching on different devices or from new locations.

SERP, why is it important?
When we talk about SERP, we refer to search engine rankings but we emphasize optimization to improve ranking on Google.

Why? Because Google is king.

Seriously, when was the last time you used a search engine other than Google? People no longer even “search for something,” “Google it.”

In April 2021, Google generated 62.7% of all top search queries in the United States, followed by Microsoft with 24.8% and Verizon Media (formerly Oath and Yahoo) with 11.6%.

And when it comes to mobile search in the United States, Google leads the market again with a 93% share.

But that is not all.

Google’s dominance is even stronger in other large markets such as the UK and Germany, where its market presence ranges from 90 to 94 percent.

What is SERP in digital marketing?
SERP marketing is the process of promoting a business within the results of a search engine. There are two types of SERP marketing:

The most effective SERP marketing strategies use both SEO and SEM to achieve their business goals.

What is SEO?
The definition of SEO tells us that it is search engine optimization, and it is the process to have a high ranking in the SERPs organically (and increase the positioning in Google). Organic means that you don’t need to use payment methods (like Google Ads). So if you ask yourself: how to position my website in Google for free? The answer is through organic traffic.

There are many strategies and techniques in SEO. Two of the main ones are content marketing and backlinks (external links that point from other pages to your own).

With content marketing, the goal is to create content for a specific keyword, and that is intended to rank, giving it a higher position and maximum exposure in the SERPs. You can also try creating an external link profile with websites that have a high online presence. In other words, try to Google successful websites to link to your content, which will improve your online presence (and your SERP ranking).

Let’s be honest: it takes time, dedication, and experience to be successful in SERP through organic SEO. However, the results are worth it.


The higher the SERP, the more clicks you will get.

On the first page of Google alone, the top five organic results account for more than 67% of clicks, while results 6-10 account for less than 4 percent.

Also, high ranking organic content will generally hold its position in the SERPs for an extended period of time and at no cost. So it is a more sustainable and long-lasting marketing channel.

What is SEM?
SEM stands for Search Engine Marketing and is the process of acquiring traffic from search engines through paid listings and ads. One of the most common SEM channels is Google Ads (formerly known as AdWords). These paid listings appear in Google at the top and bottom of organic search results, as well as in the sidebar.

Each paid list is generated by specific keywords, and is generally charged for each click on each ad, hence the name pay-per-click or PPC.

Google ad listings have a small “ad” badge to identify them as a paid listing, as in this example:

  1. Hotels in Italy While results for paid ads may not have the staying power like organic listings, they also have their benefits.

First, the return on investment (ROI) is faster.

With a well targeted Google Ads campaign, you can get straight to the top of the SERPs and expose your business to targeted customers.

Also, while paid results may not have click-through rates (CTRs) as high as organic listings, Google PPC or pay-per-click ads have an average CTR of 2 percent, and if these are clicked, it’s very likely to convert.

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