SERP क्या है ! और ये क्यों इतना जरुरी है?

WHAI IS SERP

 

आज हम अपने ब्लॉग में जिस टॉपिक के बारे discuss करने है वाले है उसका बहुत बड़ा रोले है अपनी वेबसाइट का ट्रैफिक बढ़ाने में और उसे monitize करने में करने में। पिछले ब्लॉग में हमने SEO क्या है ये जाना और अब हम ये जानेंगे की SERP क्या है और seo के लिए ये क्यों इतना जरुरी है

SERP जिसका पूरा नाम Search Engine Result Page होता है, जो की Search Engine + Result +Page से मिल कर बना हुआ है, का अर्थ समझने के लिए सबसे पहले इन 3 शब्दों का अर्थ समझना होगा।

पहला शब्द Search Engine यह एक ऐसा प्लेटफॉर्म होता है, जहाँ पर आप किसी भी विषय के बारे में सर्च कर सकते है। सर्च करने हेतु सिर्फ आपको उस विषय से सम्बंधित कोई जानकारी पता होनी चाहिए। आप किसी भी व्यक्ति, वस्तु या जगह के बारे में तब तक पता लगा सकते है जब तक आपको कोई नाम या विशेषता पता हो। दूसरा शब्द Result है, जिसका अर्थ आप के द्वारा किये गए सर्च के रिजल्टो से है। तीसरा शब्द है Page , जिसका अर्थ पृष्ठ है, जिस पर आपकी सर्च के रिजल्टों को आप को दिखाया जाता है।

उपर्लिखित शब्दों के मेल के द्वारा बना हुआ है SERP, जिसका शाब्दिक अर्थ है, Search Engine के द्वारा सर्च हुए रिजल्टो को दिखाने वाला पृष्ठ। इस बार हम आपको SERP के बारे में बताने वाले है, तो चलिए शुरू करते है 💻

SERP क्या होता है ?

SERP एक प्रदर्शन है, जो की किसी व्यक्ति के द्वारा सर्चे जा रहे विषय से सम्बंधित रिजल्टों को प्रदर्शित करता है। यह रिजल्ट उस विषय के सम्बन्ध में सर्च किये जा रहे, किसी भी शब्द, वाक्य अथवा वाक्यांश के द्वारा विषय से सम्बंधित links दर्शाता है। यहाँ पर आपको मुख्यता दो प्रकार के रिजल्ट लिंक दर्शाये जाते है, जो की सर्च किये शब्द या वाक्य से Relevation पर आधारित होते है

इनमे पहले Organic Links होते है तथा दूसरे Sponsered Links होते है। इनके अलावा आपको पेज पर कई अन्य प्रकार के रिजल्ट भी यूजर को दिखाए जाते है जिनमे Videos{वीडियो}, Shopping Results{शॉपिंग रिजल्ट्स}, Image {इमेज },Maps{मैप्स }, News {न्यूज़}, Featured Snippet{फीचर्ड स्निपेट} दिखते है।

SERP क्यों जरुरी है ?

डाटा के अनुसार, सर्च रिजल्ट के पहले पेज से ही औसतन 71% ORGANIC TRAFFIC जेनरेट होता है, जो की कई बार 90% तक पहुंच जाता है। दूसरे और उसके बाद के पेजो तक कम ही यूजर सर्च करते हुए जाते है। इसलिए सर्च के पहले पेज पर दिखना किसी भी साइट की पहली कोशिश होती है, क्योंकि तब ही आप को CTR तथा आर्गेनिक ट्रैफिक मिल पायेगा।

कुछ विशेष प्रकार के SERP एक सर्च पर सामान्य से अधिक प्रकार के रिजल्टों को दिखाते हैं, जो कि सर्च के विषय तथा इरादे पर निर्भर करते है। सामान्यता Serach Engine पर की गयी सर्चे 3 प्रकार की होती है।

1. INFORMATIONAL:

इनमे सामान्य प्रकार की सूचना अथवा जानकारी की सर्च होती है, उदाहरण हेतु “हलवा बनाने की विधि ” ।

2. NAVIGATIONAL:

इनमे किसी विशेष WEBSITE की सर्च होती है, उदाहरण हेतु “ट्विटर {Twitter}” या “DigitalMediaBulletin” ।

3. TRANSACTIONAL :

इस प्रकार की सर्च किसी विशेष लेन-देन या सौदा करने हेतु प्रयुक्त होती है, उदाहरण हेतु “किताबें खरीदना {Buy Books}” या “मोबाइल बेचना {Sold a Mobile}” ।

SERP कई अलग – अलग प्रकार के रिजल्टो से बना हुआ पेज होता है, परन्तु यह मुख्य 3 प्रकार के समूहों से बना है। <>/p
1. ORGANIC RESULTS
2. SPONSERED or PAID RESULTS
3. SERP FEATURES

SERP में प्रयोग होने वाले कुछ मेन फीचर्स निम्न है, जिनका ज्यादातर प्रयोग होता है।

  • FEATURED SNIPPET
  • KNOWLEDGE GRAPH or PANEL
  • IMAGE PACK
  • LOCAL PACK
  • VIDEO RESULTS
  • TOP STORIES
  • TWITTER RESULTS
  • RELATED QUESTIONS
  • SHOPPING RESULTS
  • DIRECT ANSWER BOX
  • Organic Link :

    इस प्रकार के Links, Search Engine की एल्गोरिथ्म द्वारा सर्च किये गए होते है। इस प्रकार के लिंक्स का आधार CTR {CLick-Through Rate} होता है। CTR के द्वारा ही पेज पर Organic Links की स्तिथि का निर्णय होता है। किसी link के लिए CTR के निर्धारण, उस Link पर किये गए Clicks की संख्या को SERP पर उस Link के देखे जाने की संख्या{जिसको IMPRESSION भी कहते है } से भाग दे कर किया जाता है।

    Sponsered Link :

    इस प्रकार के Links को Advertised Link, Paid Link या PPC {PAY-Per Click} Link भी कहते है। इस प्रकार की सुविधा किसी Website के लिए यह सुनिश्चित करती है, कि जिन शब्दों हेतु आपने Paid Link सुविधा का चयन किया गया है, उन शब्दों द्वारा की गयी सर्चों में Website शीर्ष रिजल्टों में दिखाई देगी। इसके द्वारा Link के Clicks तथा CTR की संख्या में वृद्धि होना लगभग तय होता है।

    SERP FEATURES

    FEATURED SNIPPET :

    फीचर स्निपेट सर्च से जुड़ी जानकारी दिखाने वाला स्पेशल बॉक्स है, जो SERP में सबसे ऊपर आता है, जिसमे मुख्य जानकारी का एक बड़ा हिस्सा आप पढ़ सकते है। इसके आखिर में एक link होता है। जो की उस साइट का होता है जहाँ से ये जानकारी लेकर Snippet में दिखाई है। FEATURED SNIPPET के 4 हिस्से होते है :
    वह जानकारी जो की थर्ड-पार्टी साइट्स से ली गयी होती है,
    उस साइट के पेज का लिंक,
    पेज का टाइटल {शीर्षक}.
    और उस पेज का URL ।

    KNOWLEDGE GRAPH or PANEL :

    यह एक जानकारी दिखाने का तरीका है जिससे सर्च-इंजन आपको एक संक्षेप पर जरूरी जानकारी देता है, जब भी यूजर किसी ख़ास व्यक्ति, जगह, या वस्तु के बारे में सर्च करता है। यह सर्च इंजन की उन सुविधाओं में से है जो की व्यक्तिगत तौर पर भी पायी जा सकती है। आप अपना खुद का KNOWLEDGE PANEL एक निश्चित प्रक्रिया से पा सकते है और उसमे बदलाव भी कर सकते है।

    IMAGE PACK :

    इसे IMAGE RESULTS भी कहते है, यह स्पेशल रिजल्ट्स होते है, जो ऐसे सर्चेस के लिए दिखाए जाते है, जिसके लिए इमेजेस और पिक्चर्स का कोई महत्व हो सकता है, जैसे : “Face Sketches”,”Blue Sports Car” । ये रिजल्ट्स पेज पर ज्यादातर ऊपर होते है पर ये पेज में निचे हो सकते है। इन पर क्लिक करने पर यह आपको सर्च इंजन के इमेज रिजल्ट्स के सेक्शन में ले जाते है।

    LOCAL PACK :

    इस तरीके के रिजल्ट में यूजर के आस पास के वे ऑप्शन्स जो यूजर की सर्च से सम्बंधित होते है, यूजर को दिखाए है, यह सर्च ज्यादातर किसी जगह के लिए दिखाई जाती है। जैसे : “Hospital Near Me” या “Bakery Near Me” आदि। इस सर्च रिजल्ट में 3 लोकेशन का पता होता है जो यूजर के सेरच से सम्बंधित होती है।

    VIDEO RESULTS :

    जब किसी सर्च किये जा रहे शब्द या वाक्यांश के लिए सर्च इंजन को वीडियो दिखने की आवश्यकता लगती है तो वहाँ पर इस प्रकार के रिजल्ट दिखाए जाते है। यह रिजल्ट अपने में एक वीडियो का संक्षेप में डाटा दिखाते है, जिसमे वीडियो का Title {शीर्षक}, उसकी साइट की जानकारी तथा उस वीडियो के इंटरनेट पर डाले जाने की दिनांक होती है। इन रिजल्ट्स में से 75 % से ज्यादा YOUTUBE के माध्यम से दिखाए जाते है।

    TOP STORIES :

    यह फीचर हाल ही के समय में प्रकाशित हुए आर्टिकल्स, समाचारों, लाइव ब्लॉग्स, वीडियो को दिखाते है, इस प्रकार के रिजल्ट्स में एक संक्षेप समाचार, उसका शीर्षक, प्रकाशक, तथा समाचार की जारी होने की तिथि दिखाई जाती है। यह फीचर यूजर को किसी भी ट्रेंडिंग में जानकारी दे सकता है।

    TWITTER RESULTS :

    इस फीचर को अगस्त 2015 से SERP में शामिल किया गया। यह किसी विषय से जुड़े ट्वीट्स को सीधे SERP पर दिखाया जाता है, यह रिजल्ट्स ज्यादातर किसी आधिकारिक ट्विटर अकाउंट से किये गए ट्वीट्स को ही दिखते है।

    RELATED QUESTIONS :

    इसे “People Also Ask” भी कहते है। यह SERP के सबसे नए फीचर्स में से एक है, इसमें सर्च इंजन के द्वारा निकाले गए सवालों की एक लिस्ट होती है जो सर्च इंजन के हिसाब से आपकी सर्च से सम्बंधित हो सकते है। यह फीचर SERP में पेज के बीच में दिखाए जाते है, लिस्ट के सभी प्रश्न क्लिक करने पर ड्राप डाउन की तरह ओपन होते है, जिनमे जवाब लिखे होते है तथा उस साइट का लिंक और पेज का टाइटल भी होता है जहाँ से यह जवाब उठाया गया होता है।

    SHOPPING RESULTS :

    इसे Product Listing Ads भी कहते है, इसमें यूजर को उसके सर्च से सम्बंधित प्रोडक्ट्स की श्रृंखला दिखती है, जो की शॉपिंग साइट्स तथा विभिन्न प्रोडक्ट साइट्स के द्वारा विज्ञापित की गयी होती है। इसमें प्रोडक्ट की जानकारी जैसे उसकी इमेज, प्राइस तथा प्रोवाइडर और कंपनी के बारे में बताया जाता है।

    DIRECT ANSWER BOX :

    इस फीचर का इस्तेमाल किसी निश्चित प्रश्न के उत्तर को दिखाने में प्रयुक्त होता है। यह बॉक्स सर्च किये प्रश्न के नीचे तथा बाकी लिंक्स के ऊपर होता है। जैसे: “स्टेचू ऑफ़ यूनिटी की ऊँचाई” इस प्रश्न के उत्तर में SERP आपको बॉक्स में “182 मीटर” दिखायेगा।

    SITE LINKS :

    यह लिंक्स किसी वेबसाइट के अन्य पेजों के वो लिंक्स होते है जो की वेबसाइट के मुख्य लिंक के नीचे दिखाए जाते है, जब यूजर किसी विशेष साइट को खोजता है तो SERP Sitelinks को वेबसाइट के लिंक के नीचे दिखता है, यह लिंक्स 10 की संख्या तक हो सकते है,

    जिससे यूजर उन पेजो के लिंक्स को क्लिक करके सीधे उन पेजो पर जा सकता है। SITE LINK द्वारा उस साइट तथा यूजर दोनों को ही फायदा होता है, यूजर को साइट में पेज ढूंढने की जगह SERP पर ही पेज की लिंक मिल जाता है, जिससे यूजर का समय बचता है। और एक से अधिक लिंक होने के कारण साइट पर क्लिक की सम्भावना भी बढ़ जाती है जो की साइट के CTR तथा Organic Traffic भी बढ़ जाता है।

Abhishek kumar

52 thoughts on “SERP क्या है ! और ये क्यों इतना जरुरी है?

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