SERP or Search Engine Results Page refers to the web pages that are showed to users when they type a query into a search engine like Google or Bing. Every SERP is unique, even when the same search query is typed on the same search engine. This is because search engine algorithms customise the search results based on a user’s location, social settings, and browsing history. The whole purpose of SEO is to get your website to rank highly on the SERP.