Search Engine Results Page (SERP)

Search engine results page (SERPs) are web pages that are served to users when they use a search engine, such as Google, to find anything online. The user inputs their search query (typically using particular terms and phrases called keywords), and the search engine returns a SERP.

Every SERP is unique, even when run on the same search engine with the same terms or search queries. This is because almost all search engines personalize their users’ experiences by showing results based on criteria other than their search words, such as the user’s geographical location, browsing history, and social settings. Two SERPs may seem identical and include many of the same results, but they frequently have small changes.

A search engine builds a results page based on what you searched for, your search history, your location, and other factors.

Search engines like Google and Bing change their algorithms frequently, and new websites are constantly being indexed, so the position of your pages for particular keywords is frequently changing.

There are usually two types of content on SERPs – organic results and paid results. Search engines display organic results based on the algorithm they use to find web pages. Typically, paid results appeared as small, text-based advertisements above and to the right of organic results. As the world of advertising evolves, paid results can take on a variety of forms, and advertisers can choose between dozens of formats to suit their needs.

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