SERP stands for “Search Engine Results Page.” It refers to the page that is displayed by a search engine in response to a user’s search query.
A typical SERP includes both organic search results and paid advertisements. Organic search results are determined by the search engine’s algorithm based on factors like relevance to the search query, domain authority, and quality of the content. Paid advertisements, also known as pay-per-click (PPC) ads, are usually displayed at the top or bottom of the SERP.
In addition to the standard search results, a SERP can also feature enriched search results or ‘SERP features’ such as featured snippets, local packs, image packs, knowledge panels, and more. These features are designed to provide users with information more directly and can significantly impact the visibility and click-through rates of a website.
Therefore, understanding and optimising for SERPs is a critical component of SEO (Search Engine Optimisation) strategy.