For each keyword phrase, suitable website pages containing the keywords are ranked from most appropriate to the least using the search engine’s unique ranking factors. Google, for example, features more than 200 ranking factors for its algorithm. The first SERP typically gets all the attention and clicks from users, but search engines can have multiple pages full of results.
Whether you favor Google, Bing, or the tree-friendly Ecosia search engine, the label “SERPs” applies, and you want your company website to reside in a top position for popular keywords to attract leads and customers.