SERP functions

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The search for the required information depends on the SERP functionality, the effect of which can extend in one of the following directions:

As a pointer and as a means of attracting attention
In the case of an index, this role is played by pictures, photographs or videos, confirming the correspondence of the material to the search query, or vice versa – indicating its incorrectness.

Previously, the search page provided the user with a list of recommended links. Therefore, it is not surprising that a person viewed sites presented only in the first items of the list.

SERP functions

The search system now operates in restaurants email list such a way that the standard output is diluted with unique ones. In other words, the user does not have to monotonously look through all the search results; his attention is focused, in addition to text objects, on the SERP.

Changes in human perception are caused by the following factors:

bright visualization of SERP elements on the search page, which is precisely what helps attract attention;

minimizing the expenditure of effort and time to identify the desired result.

Experience shows that when we make a request in a search engine, it takes time to decide whether it makes sense to follow the suggested link. SERP functions provide the opportunity for the user to get the desired answer quickly and without unnecessary energy expenditure. The effectiveness of an information page lies in the absence of the need to study a large text and many clicks.

The results of the eye-tracking testing showed that most users continue to focus their attention on the information panel after clicking on the link. In some cases, there is a return to the SERP, where the person studies the proposed text or decides to use the link directly on the panel.

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As an aid to correctly formulate a request
What is a user query? In a general sense, it is a search for the necessary information using a simple question. The problem is that the phrase a person uses is sometimes greatly simplified, which leads to the issuance of inappropriate results. Thus, a meta-analysis of more than four hundred queries showed that the average number of words in them is only four.

Many people are unable to find a wording that will help them quickly find the information they need, and it is the Google SERP service that allows them to expand the boundaries of these possibilities by offering alternative results. Thus, the user can choose from the materials offered by the system without having to worry about coming up with new interpretations and search methods.

Among other things, there is a “Also searched for” function , using which you can significantly save your time or even define a new selection target.

As an example, let's take a situation where a woman decided to get a Botox injection to get rid of wrinkles that had appeared in the corners of her eyes. To do this, she entered a query about the approximate cost of such a procedure into a search engine. Along with the results, using the above-mentioned SERP function, she was shown a question asked by another user who was interested in the safety of using Botox on this particular area of ​​​​the skin. Intrigued, she clicked on the answer and read the content of the article, which talked about the side effects of the injection. After which she decided that the procedure was not so necessary for her, and began to look for alternative options.

Thus, SERP, by displaying additional information in expanded form, helped the user to define a new goal for himself.