Positioning on SERP: how it works and how it depends

SERP stands for "Search Engine Results Page". Each time a user searches the web, the engine will return a list of results, sorted by importance, relevance or number of clicks.

The positioning among the list of these results, precisely because it guarantees an obvious visibility, is the subject of a strategy and is highly sought by Webmasters and SEO Specialists, professional figures who, with their skills and technical knowledge, optimise a website in order to make it "appealing" to the spiders of authoritative search engines such as Google, Yahoo!, Bing etc. But how does SERP work and what criteria can be adopted by a search engine to place a website among the "peaks" of the results? Despite the fact that the methods are complex and depend on the content analysis of a given website, based on contents (which must be original and with quality text), the right keywords and keyphrases, optimised to be "SEO-friendly".

Spiders analyse all this using specific algorithms and, if they consider the sites worthy, link the analysed site and index it among the search results. But being present is absolutely not enough: with an intricate forest of sites, blogs, social networks, forums etc, a company that wants to reach a large number of users/potential customers, will have to improve the position in the SERP, literally climbing the search results. It has been analysed how being on the first two pages of resultsgives you the highest visibility, clicks and contacts from interested users with respect to the reference target and in relation to the applied keywords. In this perspective, in addition to the keywords, links etc., there are some elements that can make further differences to obtain a good ranking in SEO positioning, such as the inclusion of galleries with images and videos closely related to content, which can greatly extend the average time of a visit. The "podium" on search engines like Google is a very coveted place as it favours the "holders" of these top positions, giving a notable visibility to the Brand or to the products and services offered.