A Search Engine Results Page (SERP) is displayed after a user enters a query into a search engine like Google.com. It presents a blend of paid advertisements and organic search results as well as a curated list of web pages, links, images, and other types of content in response to their search query.
The composition of a SERP is characterized by its diversity, offering users a mix of paid and organic results tailored to their search query, intent and browsing history. Paid results, also known as advertisements or sponsored links, are typically displayed at the top of the SERP and are marked as such to differentiate them from organic results. Next users can see a mix of geo-specific listings, a people also ask section and more, followed by organic search results.
Improving your brand’s ranking and performance in the SERP is the job of a digital marketing team and can involve both SEO and SEM tactics. Better ranking equates to showing higher in the results, thus increasing your chance of receiving a click and gaining visibility and traffic.