A brief look to SERP

Google Result Page are response to users searching queries, the result, websites and links any Google gives back in responses to your searching is simply stated as Google Result Page. The SERP will decide how your site is going to be appear on Google’s first page.

If we go back in our past those days we only see simple list of 10 (blue) links, where we see each flawlessly bundled with a URL, blue color link and a text snippet. While if we compare that view of SERP with present so we see far more   complex vision.

As we know that SEO world is gradually changing. Almost every month we experiencing a change sometime in the terms of SERP rankings and sometimes there comes an update in algorithm. Each new feature affects the distribution of users’ attention on the page of a site. The biggest feature of SERP layout is feature snippet which took SEO to the next level. Featured snippets are successful in giving users their desired answer quickly and effectively. According to the study and an experiment by MOZ team almost 12% drop in traffic to those pages who lose their featured snippet. However, there are other important layouts also which needs to be discussed but let’s clear the thoughts about feature snippet first, what it is? How it look like? How it works?

Organic Results

Most relevant results that a Google shows you regarding your search queries, they are consider as earned placements that are determined by Google’s algorithm.

Paid Results

The results we are getting back from advertisers bidding on keyword via Google Ads are consider as paid results.

What is Featured Snippet?

Basically, featured snippet is a summary of an answer to a user’s query. It is displayed on top of Google search results. It’s extracted from a webpage, and includes the page’s title and URL. It looks like a box appearing at the top of the Google which is having text and also a picture at right side of the text. There are four types of featured snippet Paragraph, Tables, Lists and YouTube videos.

• Paragraph

  It comes when user type some long tail keywords or a user write some long question in return this paragraph featured snippet comes to give them a quick and concise answer.

• Tables

  Table snippets are usually come when you compare one thing to another. The box will appear where you see the comparison of you are asking for.

• Lists

  Listing featured snippet appear mostly when you search about any steps solutions, or any top, best, highest and many other similar queries.

• YouTube Videos

They mostly come when you search about anything like about any guide, or to view something specific. If search query requires a more visual form of answer, then this featured snippet may come only.

Another most important feature is PAA (People also ask). It is the second most common feature of SERP which contains set of questions related to the query. It is something like a question with an answer. Once you click on any of question it will open with an answer having URL for the text source and a link for performing another Google search for that same question.

How Google SERP Is Going to Affect Your Searching Result

Overview of bio metric technology and how marketers use it

Physical and behavioral characteristic are measured by bio metric technology; it absorbs importance for determining user’s reaction and behavior with SERPs. Biometric technology tends to get the data from eye tracking devices, galvanic skin response monitor and facial recognition software and it gives back useful perception into behavioral patterns.

Biometric can be used in broad range of technologies, from UX testing for websites to setting emotional response to TV ads.

The idea

The main target of this research is to find out the behavior that SERP layouts and design gives back on users searching behavior and the information that google recapture in response to their searches.

There were several test that are carried out by our professionals to determine the user’s behavior towards UX and biometrics. The audience were given tasks with specific search terms at different stages when they are intended to purchase something. By this method natural searching results are obtaining, and was considering as the best chance of achieving consistency in the SERP and so accurate results can be achieved.

Objectives of this kind if activities are

1. To understand peer to peer behavior on SERPs (where people look when they are searching)
2. To understand commitment behavior on SERPs (where they click while searching)
3. To identify is there is any emotional responses to SERPs (their responses towards ads)
4. To analyses their interaction with different types of results (such as ads, shopping results, rich snippets and many more)

The results we obtain in response to these activities

What did we find out through featured snippets?

Through the information based searches, we came to analyze that feature snippets actually attract the most fixation. The viewers are consistently viewing the first element and this is where the users spent the most time gazing. These tasks were the fastest to complete and get to know that feature snippets are the fastest and successful in giving users their desire answers quickly and successfully.

This study also indicate that feature snippets are greatly important within SERP, especially when you are targeting question-based keywords and if search is intended to informational.

What did we found out from knowledge graph?

It shows when a search is made with some intentions (like purchasing intentions) then knowledge graph attracts attention sooner, possibly because it includes visible prices.

Especially this shows that while the knowledge graph is useful space, it does not wholly reduce from the main SERP column. Users still go through to paid ads and organic listings to find what they are looking for.

What do we find out from location searches?

we found out that most attention was dedicated to the local listing rather than the map or organic listing. This also indicated that greater amount of details mentioned in the local listing was more engaging.

What is the meaning behind all this?

There are some solid conclusions that are found through this kind of activities.

1. If the similar SERP layouts are displayed it shows that the nature of the search greatly changes the engagement behavior.
2. For information based searches featured snippet are highly effective, and while some users are not going through the sited after they find their relevant search or relevant answer to the search, still a few like one or two of them tends to go through the site.

• Local listing is more effective and engaging and they provide audience important information in an efficient way.

1. Along with the addition of future like Knowledge Graph and feature snippet, more traditional PPC ads and SEO listings still play a vital role in behavior of searching.

Summarizing in a brief way

After giving a read to this article you will definitely find something helpful and learn something latest about the searching behavior. Different activities will be carried out more in future to find out how google SERP layout affect searching behavior.