SERP is the abbreviation for Search Engine Result Pages. The search results of a search query (by searching for a keyword) are listed in the SERPs of search engines. It is the page that a search engine such as Google or Bing returns after a search query is submitted. On a SERP are shown organic (SEO) search results, but also paid search and pay-per-click (PPC) ads (Google Ads on Google).The organic results are arranged in descending order of relevance on the search results page. The ranking is calculated by search engines on the basis of many different factors and updated continuously.
The organic results consist of a headline (the page title) and a description (the meta description). There are usually 10 results per page.
Some of the additional information that can be included in a SERP:
- Knowledge Graph
- Rich Snippets (structured data) which increase the attractiveness of a snippet for the user and therefore the CTR
- Google News results
Google also offers the option to book a hotel room or a flight directly in the SERP.