Search Engine Results Pages (SERP) are the pages displayed by search engines in response to a query by a user. The main component of the SERP is the listing of results that are returned by the search engine in response to a keyword query. The results are of two general types : organic search —retrieved by the search engine's algorithm—
and sponsored search —advertisements.
The results are normally ranked by relevance to the query. Each result displayed on the SERP normally includes a title, a link that points to the actual page on the Web, and a short description showing where the keywords have matched content within the page for organic results. For sponsored results, the advertiser chooses what to display.
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