What is Search Engine Results Page (SERP)?

SERP (Search Engine Result Page)

SERP (Search Engine Result Page)

A SERP (Search Engine Result Page) is the page Google (and the other search engines) return to you in response to a search query.

Users enters their search query upon which the search engine presents them with a SERP.

SERP’s are unique.

All search engines customize the experience for their users by presenting results based on a wide range of factors i.e.

  • Physical location
  • Browsing history
  • Social settings

Sometimes SERPs may appear identical, but will often feature subtle differences.

Additionally, Google sometimes makes adjustments to the appearance of search engine results pages.

SERPs contain two types of content

Paid (or Sponsored)

These results have been paid to be displayed by an advertiser.

Paid results can be anything from product availability, user reviews, special offers, and more.

The paid results appear at the top of the SERP. They also used to appear on the right side of the page, but for some reason Google eliminated those paid search results.


These are the search results that appear because they match the search query, rather than because someone paid for them to show up.

These listings of web pages appear as a result of special optimizing your web content.

Some Surprising Numbers

Paid search results and selected in only 4% of SERPs returned to users, but the aggregate value of those ads generates $80B of yearly revenue to Google.

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