Hi, my name is Kurt Francom with wpXPRESS (formerly Fiddler Online), and this is one of hundreds of videos where I answer the most commonly asked questions relating to small business websites.

Today’s questions is, What is a SERP?

This term is common in the website industry, and understanding it is crucial for small business owners. SERP stands for Search Engine Results Page. When users search for something on Google, the results they see are presented on this page. However, it’s essential to grasp a key aspect of how Google operates: Google does not rank or list entire websites; it ranks and lists individual web pages. This distinction is significant because it impacts how your business is represented online.

For instance, if your website contains ten different pages, Google has ten different options for ranking you. If your site has a thousand pages, you have a thousand opportunities to appear in search results. Each page serves as a potential entry point, or a “door,” into your business. The more pages you have, the more opportunities you create for potential customers to discover you.

Think of each page as a unique doorway leading to your services, products, or information about your business. When users perform a search, they are often looking for specific information, solutions, or products. If your website has a variety of relevant pages, you increase the chances of meeting their needs, thereby driving more traffic to your site.

To gauge how many of these “doorways” Google can utilize to rank you, you can perform a simple search. Go to Google and type in “site:” followed by your domain name. For example, if your website is called “example.com,” you would type “site

.com.” This search will display the number of pages from your website that Google has indexed. The more indexed pages you have, the more potential entry points exist for users searching for relevant content.

Creating content that resonates with your target audience is a powerful tactic. This could be blog posts, product pages, FAQs, or videos—much like the one you are currently watching. By consistently producing valuable content, you are providing Google with more opportunities to recognize your efforts. When people search for keywords relevant to your business, your content can help direct them to your web pages.

Now, let’s explore the components of a successful SERP strategy:

1. Keywords: Identify keywords relevant to your business and incorporate them naturally into your content. Research tools like Google Keyword Planner can help you discover what potential customers are searching for.

2. Quality Content: Create high-quality, informative, and engaging content. This can include blog posts, articles, videos, and infographics. Content that answers common questions or solves problems tends to perform well.

3. On-Page SEO: Optimize each page on your website. This includes using appropriate title tags, meta descriptions, and headings. Ensure that your content is easy to read and visually appealing.

4. User Experience: Ensure your website is user-friendly. Fast loading times, mobile responsiveness, and easy navigation can enhance the user experience, leading to longer visit durations and lower bounce rates.

5. Link Building: Establishing inbound links from reputable sources can improve your site’s authority. This may involve guest blogging, collaborating with other businesses, or leveraging social media.

6. Local SEO: If you are a local business, optimizing for local search is crucial. Ensure your business is listed in local directories and that your name, address, and phone number (NAP) are consistent across all platforms.

7. Monitor Performance: Regularly check your website’s performance using tools like Google Analytics. This will help you understand which pages are performing well and which may need improvement.

So create content, much like this video, and put it out there for Google to recognize that you are giving value to people that are Googling keywords, and they most likely will end up on your web page.