Skip links



SERP stands for Search Engine Result Pages and describes the web pages that are displayed when you enter a specific term in the search bar of your search engine. The ranking of these pages is very important for the websites, as most of the clicks are distributed over the first three positions. From position 4 onwards, it becomes difficult for a website to generate clicks. For this reason, it is particularly important to optimize your pages in order to rank as high as possible in the SERP.

Gestion des backlinks reçus par un site

What is displayed on the SERP?

Anyone who has ever searched for something specific on the Internet knows what the page that Google then displays looks like. However, if you take a closer look, you will quickly notice that the pages can always look slightly different depending on the search query. This is due to the so-called snippets that are displayed by search engines such as Google. There are now many different variants. If you understand how they look and work, you can take advantage of this for your SEO.


Everyone will be familiar with the original snippet. It consists the title of the page, a URL, the meta title and the meta description. This is where search engine optimization begins and it is particularly important to optimize your metas so that you are successful in the SERP. To do this, you should pay particular attention to the length of both factors. While the meta title should consist of a maximum of 60 characters, the meta description can be up to 160 characters long. If this number of characters is exceeded, this may have a negative effect on the SERP. Also make sure that your metas look appealing and encourage users to click.

Snippet in the SERP

Rich Snippet

If you want to give your snippets an even better chance in the SERP, you can do this with so-called rich snippets. These are enriched with additional information that goes beyond the information already mentioned. You also have the advantage that your snippet looks even more appealing and users are more inclined to click on your website. A rich snippet can, for example, contain ratings or prices and thus provide both the search engine and the user with more detailed information about the page. With the help of Google’s Structured Data Markup Helper, you can turn your snippets into a rich snippet.

Rich Snippet in the SERP

You have control over these two snippets yourself. But Google also creates snippets that can help you get a lot of traffic to your site.

Featured snippet

The featured snippet is created by Google and is located at the top of the SERP. Here, the search query is answered quickly in a short paragraph. The information comes from a website that is linked directly below it. This extremely prominent placement gives the website for which this snippet was generated a lot of visibility and therefore also traffic. However, you cannot generate this yourself. Google alone decides who gets to this position. However, you can use bullet points to structure your content on your pages and thus increase your chances of achieving this position.

Featured Snippet in the Search Engine Result pages

Knowledge Panel

If you search for famous personalities, certain objects, places of interest, etc., Google often displays a so-called Knowledge Panel. Here the user can find all the important information summarized at a glance. Google draws the data from the various websites as well as from various data partners with whom the search engine works. Unlike the featured snippet, no specific website is linked here.

Knowledge Panel about TAylor Swift as an example

People also ask

This snippet is also very valuable for your SEO. As soon as users make a search query, they are also shown questions in the SERP that have already been asked by other users. If the questions are expanded, you will find a short explanation and a URL to the website from which the answer originates. As with the featured snippet, you have no influence on the results that are displayed here. However, if you write new content for a specific keyword, you can look at these questions in the SERP and answer them in short sentences in your text. This will increase your chances of being in this position yourself soon.

People also ask in a google query

Google images and videos

These can also be snippets that are displayed first in the SERP. For this reason, it makes sense to not only concentrate on writing texts when creating content for your own website, but also to produce videos and use vivid images.

Google videos in the search engine result pages

Google News

Are you looking for a hot topic, the results of the latest football match or the latest gossip from your favorite celebrity? Then the news snippet will show you the headlines that match your topic.

Google News in the SERP

Google Maps

This Google feature also finds a place in the snippets. If you are looking for restaurants, cinemas, sports grounds etc. in your area, Google will suggest places. If, for example, you have your own store, café etc., it makes sense to make a contribution in Google Maps in order to be optimally found there too.

Google Maps as a snippet in the SERP

Paid snippets

Of course, Google also offers the option of being displayed in the best positions on the SERP through paid ads. This falls into the area of search engine advertising (SEA for short). Here, the owner of a website pays a certain amount per click for a short-term high position in the SERP. This is particularly popular for e-commerce, but should always be combined with a structured SEO strategy in order to achieve long-term success on the website. If you would like to find out more about this topic, take a look at our SEA category!

Paid Snippet in the SERP

How do you get to the best positions on the SERP?

This question will take you to the bottom of search engine optimization. Everyone wants to make it to the top three positions, but with such a huge number of websites, this is hardly possible. For this reason, it is important to rely on a proven SEO strategy in order to gradually climb up the rankings. Basically, success in the SERP is made up of three main components:


Content is king. You should always bear this in mind if you are creating a new website or want to help your existing website achieve better positions. If you are working with a professional SEO agency, the first step in your content strategy will be a keyword study in which all relevant keywords in your market are analyzed according to search volume. In addition, the keywords of your competitors are analyzed in order to get an optimal overview of the content to be written. Once you have understood your users and their questions and wishes, the next step is to start writing content that gives users exactly what they are looking for. Research thoroughly and work through your sources. Make the content descriptive with appropriate Hn tags and optimize your metas. Use the relevant keyword and, if necessary, secondary keywords to a healthy extent.


The second important part of a good SEO strategy is a good link profile that a website has. Google uses this to measure the domain authority that a website has. For example, if a domain receives many valuable links from newspapers, magazines, blogs, etc., Google recognizes it as particularly valuable and gives it more power in the SERP. However, if a domain only has a very poor link profile with few and low-quality links, Google will classify it as less relevant. For this reason, it is extremely important to analyze and optimize your own link profile.


This point should also not be neglected when it comes to good positioning in the SERP. Loading times that are too long, metas that are too large and error codes are common mistakes that lead to poor positioning. A well-functioning, easily accessible website should be the basis for good search engine optimization. SEO agencies can help you identify and fix the errors on your website.

Also keep in mind that user behavior on your website plays a major role. If they spend a lot of time on the page, interact with your content or perhaps even complete a conversion, Google will classify the content as more relevant than a website that users leave after a few seconds. For this reason, make sure that your content not only answers your users’ questions, but also that it is presented clearly and concisely to offer the best possible user experience.

What will the SERP look like in the future?

Of course, artificial intelligence is also leaving its mark on search engine giants such as Google. They are currently working on a new way in which AI can help users with their search queries in the future. The so-called Google Search Generative Experience (SGE for short) has already been tested in America and is already being used in English-speaking parts of the world. Europe is still excluded from this powerful update.

The artificial intelligence is intended to help users get even clearer and better results for their search queries. To do this, Google bundles information from various websites and presents the user with an overview. This overview often contains Google Shopping results, as well as useful information about the product that users might be interested in. Sources are given for all information with the URL to the respective website.

This offers both opportunities and risks for the world of search engine optimization. The better you can answer users’ questions in the content on your website, the better your chances of landing in good positions in the SERP. Specific long-tail keywords are becoming increasingly relevant here, which gives niche websites the chance to position themselves well for specific search queries.

However, it can also be seen beforehand that organic traffic on the websites will decrease, as the user already gets all the answers they need in the SERP. This makes it more difficult to get in touch with potential customers.

In general, however, you have a good chance of benefiting from this update if your content is always up-to-date and of high quality. The digital world is constantly changing and so are SEO strategies. It could be that a greater focus on long-tail keywords could pay off even better in the future. However, as soon as the update reaches Europe, it is a good idea to carry out your own A/B tests to find out what works best.

Boost your Visibility

Do not hesitate to contact us for a free personalised quote

Notez ce page