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, 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. First Page Sage found that top organic search results have an average clickthrough rate (CTR) of 39.8 percent [1]. After the top result, the second and third listings garner 18.7 percent and 10.2 percent, respectively [1]. SERP can also refer to other pages beyond the first page of results. But users typically don’t click on the second page of results, making the first page prime real estate.

The goal of search engine optimization (SEO) is to improve a site's ranking in the organic results of a SERP to drive increased traffic to the site. 

SERP vs. SEO: What’s the difference?

SEO is the strategy you use to improve your website’s rankings, while the SERP is the page that displays those rankings. The higher your website ranks, the greater its visibility.

Related terms

• Clickthrough rate (CTR)

• Bounce rate

• Content marketing

• SEO marketing

• Omnichannel marketing

• Brand marketing

• Influencer marketing

Get started in digital marketing

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 how to manage digital marketing campaigns, measure performance through analytics, and attract and engage new customers.