What Is SERP (Search Engine Results Page)?

SERP, or search engine results page, is the result a user sees after conducting an online query using a search engine like Google, Bing, or Yahoo. When a user types a query into a search engine, that search engine crawls its index for relevant web pages and then displays them in order of relevance. A SERP often features a combination of organic results, paid ads, featured snippets, and other types of content. 

SERP is incredibly competitive. Search Engine Journal found that top search results have an average CTR (clickthrough rate) of 28.5 percent [1]. After the top result, the second and third listings garner 15.7 percent and 11 percent, respectively. SERP can also refer to other pages beyond the first page of results. However, users typically don’t click on the second page of results, making the first page prime real estate.

Search engine optimisation (SEO) aims to improve a site's ranking in the organic results of a SERP to drive increased traffic to the site. 

Related terms

• Clickthrough rate (CTR)

• Bounce rate

• Content marketing

• SEO marketing

• Omnichannel marketing

• Brand marketing

• Influencer marketing

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A SERP (search engine results page) is what you see after a web search, displaying organic results, paid ads, and other content ranked by relevance.  Since users mostly click on the first page, SEO aims to improve a website's ranking in SERPs to drive more traffic.

Learn more about SERP and other key fundamentals of digital marketing with the Google Digital Marketing and E-Commerce Professional Certificate on Coursera. Develop the skills you need for an in-demand marketing career, including managing digital marketing campaigns, measuring performance through analytics, and attracting and engaging new customers. 

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