BACK
What is a Google SERP? How This Tool is Changing Our Searches
Derek Oss • March 29, 2024
When you think about it, it’s remarkable that almost any piece of information is quite literally at our fingertips. With a quick Google search, we can find answers to almost any question imaginable. But have you ever stopped to think about the complex system behind those results? This wizardry is possible because of Google and its SERP tool (also known as the Search Engine Results Page).
At True North Technologies, we believe that knowledge is power and that attracting the right audiences can be your superpower. So, let's delve into the world of SERPs, explore how they're changing, and how this impacts the ways we gather information.
1. What Goes Into a SERP
Go ahead, open up your browser, and type "best pizza places near lincoln nebraska" into Google. The response you’ll see is a SERP. It's a carefully curated page filled with various elements designed to finish your search in the most informative way.
Here's a breakdown of the key components that go into a wide variety of SERPs:
- Organic Results: These are relevant, well-crafted webpages that compose a SERP's unsponsored results. Their placements are motivated by Google's complex algorithms and crawlers, which identify and rank the best content.
- Paid Results (Ads): Businesses can pay to have their websites appear at the top of the SERP (think of those results labeled as “Ad”). These paid, highly targeted placements ensure your site reaches the users who actively search for your products or services.
- Knowledge Panel: For specific searches, Google might display a “knowledge panel” on the right side of the SERP tool. This panel provides a concise summary of the searched term, including relevant images and information from Google's knowledge base.
- Featured Snippets: Positioned above your organic results, featured snippets are short summaries pulled directly from a relevant website. Each snippet’s end goal is to completely answer a search, so you don’t have to leave Google.
- Image and Video Results: Depending on your search, a SERP might include images or videos alongside traditional webpages.
- Google Business Profile: For location-based searches, a local pack containing business listings with maps and contact information might appear prominently.
2. How Google Ranks Websites
The algorithm that determines which websites appear on the first page of a SERP is a closely guarded secret by Google. However, some key factors are well-known, and motivate the practices that SEO professionals follow today!
Here are some of the crucial ranking factors that motivate top-tier SEO performance:
- Keywords: Using relevant keywords throughout your website's content is essential for Google to understand your website's topic and connect it with user searches.
- Quality Content: Google prioritizes websites with high-quality, informative content that provides value to users.
- Mobile Optimization: With most searches now conducted on mobile devices, having a website that's optimized for mobile browsing is crucial.
- Backlinks: These guiding stars from other websites point readers towards your company. These backlinks’ quality and quantity influence your website's authority and trustworthiness in Google's eyes.
- User Engagement: Factors like time spent on your website and bounce rate (percentage of users leaving immediately) signal your users’ engagement. Growing time spent with your brand and decreasing bounce rates are the positive signs Google looks for.
We’re only scratching the surface and Google's algorithm is constantly evolving, so check back with us in a couple of years. However, by focusing on these key elements today, small businesses can create a strong foundation for SEO success.
3. Semantic Search and its Growth
Traditionally, search results relied heavily on keywords. Users would string together specific terms to find the information they needed. However, Google currently focuses on understanding a search’s intent, not just its keywords and keyphrases. These efforts continually rely on increased AI and natural language integrations.
This shift towards semantic search means Google analyzes the entire context of a search query, including surrounding words and phrases. This provides a more nuanced understanding of what a searcher is truly looking for.
For example, if you type "best pizza," Google might interpret the intent as "find a highly rated pizza place near me" instead of simply listing websites containing the words "best pizza." This logic allows Google to tailor results to the user's specific needs, making searches more accurate and relevant.
That’s why if you’re a home and cooking influencer focusing on a cuisine’s best recipes, focus on a keyword like “best pizza recipes.” If a certain niche is trending, you can go further and use long-tail keywords (for example, “best new york style pizza recipes”). In this scenario, this is what your readers will search for next, and understanding their motives is crucial.
Stay Ahead of Google and its SERP Tool
If you're a small business owner looking to improve your online visibility, contact True North Technologies today. We'll dive into your specific needs and develop a customized SEO strategy that is geared toward your digital marketing goals. Reach out to our team today and get ready to rise to the top!
Latest Posts
Search is evolving faster than ever before, and AI is leading the charge. From Google’s Search Generative Experience to AI-powered tools like Copilot and ChatGPT, search engines are no longer just matching keywords. They’re understanding meaning, intent, and context. That shift is completely transforming how websites are found online. At True North Technologies , we’ve been helping businesses stay visible through every major SEO change, and today, we’re helping clients prepare for the next big leap with our new AI Search Audit. What Exactly Is AI Search? AI Search uses artificial intelligence to interpret the intent behind a user’s query and deliver smarter, more conversational results. Instead of simply showing a list of links, AI-driven search engines can now: Summarize answers directly on the search results page Pull content from multiple sites to form a single, AI-generated response Understand natural language and context instead of exact keyword matches This means the way your content is written, structured, and optimized now matters more than ever. How AI Search Is Changing SEO Forever 1. Intent Over Keywords AI looks for content that answers user questions, not just pages stuffed with keywords. SEO now revolves around clarity, structure, and authority. 2. Visibility Happens Beyond Clicks AI-generated overviews can feature your content right in search results. Getting there requires optimized metadata, structured data, and a technically sound site. 3. Technical Health Is Critical Broken links, slow load times, and confusing site structures can prevent AI systems from understanding your site. Technical SEO and site performance now directly impact how AI perceives your brand. 4. Schema Is the Secret Weapon Structured data (schema) helps AI read and classify your content, increasing the chance it appears in featured results or AI summaries. Introducing: The True North AI Search Audit To help businesses adapt to this new era, we created the AI Search Audit, a deep analysis of how your website performs in the age of AI-powered search. This comprehensive audit evaluates your site’s health, search performance, structure, and visibility, and reveals exactly how AI systems interpret your content. We’ll identify what’s working, where you’re falling short, and what to prioritize next to strengthen your online presence. From uncovering hidden technical issues to reviewing your site’s structure, schema, and keyword performance, our AI Search Audit gives you a clear roadmap for better visibility, higher rankings, and stronger leads. Why This Matters Now AI Search isn’t a trend, it’s the future of how people discover information online. Businesses that prepare now will have a major advantage as traditional SEO gives way to smarter, AI-driven systems. If you’re ready to see your website through the lens of AI, we’re here to help. See What AI Sees. Start with an AI Search Audit. Stay ahead of the curve and make sure your website is ready for the future of search. Contact us to get your AI Search Audit and make sure your website is built to thrive in the era of AI-powered search.
Search engine optimization (SEO) has come a long way from simply stuffing pages with keywords. Today, search engines are far smarter, powered by artificial intelligence (AI) that analyzes, interprets, and ranks content based on real-world relevance. If you’ve ever wondered why some websites consistently appear at the top of Google while others lag behind, AI is a huge part of the answer. In this blog, we’ll explain how AI helps search engines understand your website better and why integrating AI-friendly practices like structured data can boost your online visibility. The Role of AI in Modern Search AI allows search engines to move beyond literal keyword matching. Instead of only scanning for exact phrases, AI evaluates: Context and meaning: Understanding what your content is actually about. User intent: Determining if your page answers the searcher’s question. Content quality: Evaluating whether your website provides value, clarity, and expertise. Behavior signals: Analyzing click-through rates, time on page, and bounce rates to assess usefulness. Google’s AI models are designed to interpret language more like a human does. This means search engines can understand nuances, synonyms, and even implied meanings, making AI critical in determining which websites deserve top placement. How Structured Data Fits In While AI is powerful on its own, it performs best when combined with structured data, such as JSON-LD schema markup. Structured data helps AI interpret the meaning of your website’s content more accurately. For example: Without structured data, a page about a landscaping company might just look like a block of text. With JSON-LD schema, AI can see: Business type: Landscaping Service Services offered: Lawn Care, Tree Trimming, Garden Design Location and hours Reviews and ratings This extra context allows search engines to display rich results in search listings, making your business more visible and clickable. Why AI + Structured Data Matters Integrating AI-friendly SEO practices like schema markup has several benefits: 1. Enhanced Search Visibility Rich results like star ratings, FAQs, and event listings help your page stand out in search. AI can identify the most relevant content and present it in ways users are more likely to click. 2. Improved User Experience When AI better understands your content, it can match users with the pages that best answer their questions, creating a smoother journey from search to conversion. 3. Higher Click-Through Rates (CTR) Pages with structured data often see higher CTR because search results are more informative and visually engaging. 4. Future-Proof SEO As AI becomes more central to search engines, websites optimized for AI understanding will outperform competitors who rely solely on traditional SEO techniques. Final Thoughts AI is no longer the future of search but it’s the present. The better search engines understand your website, the more likely they are to rank it prominently and deliver it to the right audience. By combining AI-friendly strategies with structured data implementation, your website becomes not only more visible but also more relevant, more clickable, and more effective at converting visitors into customers. Ignoring AI and structured data means leaving potential traffic and revenue on the table. Embrace it, and your website can work smarter, not harder, in today’s competitive search landscape.
In today’s fast-paced digital world, people don’t just want information, they want experiences. And the most powerful way to deliver those experiences is through visual storytelling. Whether it’s a striking photo, a behind-the-scenes video, or an animated explainer, visual content has the ability to capture attention, spark emotion, and move audiences to action in ways words alone cannot. At True North Technologies , we believe storytelling is the heartbeat of effective marketing. Here’s why visual content is such a critical part of that story and how your business can use it to make a lasting impact. Why Visuals Matter in Storytelling The human brain processes images 60,000 times faster than text. This means that when your audience sees a compelling photo or video, they absorb and connect with your message almost instantly. Pair that with the fact that people retain 80% of what they see (compared to only 20% of what they read), and it’s easy to see why visuals are the backbone of digital storytelling. Visuals also add depth to your narrative. A photo of your team working together says “collaboration” without needing a single caption. A video testimonial from a customer brings authenticity that written words can’t fully capture. By layering images and video with written content, your story becomes more immersive, memorable, and impactful. The Emotional Power of Visual Content Storytelling isn’t just about facts—it’s about feelings. Visuals tap into emotions quickly and effectively. Consider these examples: Photos : A vibrant product shot creates desire. A candid employee photo creates trust. Videos : Music, motion, and facial expressions stir emotions, making your story relatable. Graphics & Animation : Simplify complex ideas and make them accessible. By evoking emotions like excitement, trust, or even nostalgia, visuals create a connection that drives loyalty. This emotional layer is what transforms passive viewers into engaged customers. Visual Storytelling Across Digital Platforms Every platform your business uses is an opportunity to tell your story visually: Websites : First impressions count. Hero images, banners, and explainer videos introduce your brand instantly. At True North Technologies, we design websites that integrate photography and video seamlessly to keep visitors engaged longer. Social Media : Eye-catching visuals are the key to standing out in crowded feeds. From Instagram reels to LinkedIn infographics, strong visuals encourage shares, likes, and comments. Explore how our Social Media Management services can help maximize your presence. Email Campaigns : Emails with visuals have significantly higher click-through rates. Including photos, GIFs, or short videos makes your message more engaging and memorable. Digital Ads : A well-designed ad with striking visuals grabs attention and drives conversions. Pairing imagery with precise targeting increases ROI. When used consistently across these platforms, visuals create a cohesive brand identity that audiences can instantly recognize. Visual Content and SEO: A Winning Combination Visual storytelling isn’t just about aesthetics, it’s also a critical component of search engine optimization (SEO). Optimized images and videos improve your website’s performance by: Increasing time-on-page Lowering bounce rates Appearing in Google Image and Video search results Improving accessibility with alt text and descriptive captions At True North Technologies, our SEO strategies integrate visual content to ensure your brand not only looks great but also ranks higher in search results. Practical Tips for Strong Visual Storytelling If you’re ready to make your content more visual, here are some practical steps to get started: Invest in Professional Photography & Videography – High-quality visuals elevate your brand above competitors. Be Authentic – Use behind-the-scenes photos or real customer stories to build trust. Stay Consistent – Align colors, styles, and tone across platforms to reinforce brand recognition. Focus on Your Audience – Tailor visuals to the preferences and behaviors of your target market. Measure and Refine – Track engagement metrics to see what resonates and refine your strategy accordingly. Why Work with True North Technologies? Visual storytelling requires more than just pretty pictures—it requires strategy. At True North Technologies, we combine creative visuals with data-driven insights to craft stories that align with your business goals. Our team can help you: Develop a unified brand aesthetic Capture professional photos and videos Integrate visuals into websites, ads, and social media Optimize visual content for SEO performance Build scalable marketing systems that grow with your business By blending creativity, technology, and strategy, we help businesses tell stories that inspire action. Final Thoughts The power of visual content in digital storytelling cannot be overstated. It’s the difference between being noticed and being remembered. By integrating photography, videography, and graphic design into your marketing strategy, you can create stories that resonate deeply with your audience and drive measurable results. Ready to transform your brand’s story? Explore our Services or Contact Us today to see how True North Technologies can help bring your story to life through the power of visuals.