What Is SERP (Search Engine Results Pages)?

SERP, or search engine results pages, are the results 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 organic search results have an average CTR (clickthrough rate) of 28.5 percent, with the number one organic result being ten times more likely to be clicked than a result at number ten [1]. After the top result, the second and third listings garner 15 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

Get started in digital marketing

Gaining a robust understanding of SERP can help optimise marketing efforts. It can help guide you in selecting the type of content you choose and how you leverage it for maximum results. 

Learn more about SERP and other critical 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.