SERP (Search Engine Results Page)
Have you ever come across the term “SERPs”? It refers to one or more Search Engine Results Pages, the pages where search engines like Google or Bing display their results. To generate SERPs, a search query is a prerequisite. Based on the query, search engines calculate and provide relevant page suggestions.
The Evolution of SERPs
Traditionally, SERPs displayed 10 results per page, although users can adjust this setting to see, for example, 100 results. However, with the increasing integration of Universal Search, the typical structure of SERPs is becoming less standardized. Depending on the type of query—such as a local search or a recipe search—the layout and content of the results page can vary significantly and change dynamically. For queries with high relevance to current events, real-time news may even appear within the results.
The Growing Role of Recommendations
Information from social networks, like Google+, is increasingly influencing how SERPs are determined and visually presented. This contributes to a noticeable increase in the personalization of results pages. Links recommended by a “friend” or connection not only have higher click-through rates but also benefit from being graphically highlighted. This boost is likely due to both the trust inherent in the recommendation and the visual emphasis given to such links.