What is SERP – Search Engine Results Page?


SERP – Search Engine Results Page

SERP, or search engine results page, is the page that shows search results according to the user’s inquiry. Once the user types certain keywords into the search bar and presses the “enter” button, a search engine starts looking for web pages based on these keywords.

Search engine results depend on the country, where the inquiry is made, and the combination of keywords and long-tail keywords. The type of search engine also influences the search results because platforms constantly experiment to improve the searching algorithm and bring a more intuitive and responsive experience. 

Organic search results

Search engine results page generally contains two results, which are organic results and paid results. 

Organic results are a list of web pages that appear due to the similarity to the search inquiry. Depending on the search engine optimization quality (or SEO) organic pages appear above other similar pages, which is called page ranking. Organic search results distinguish three primary types of  Internet search:

  • Transactional
  • Navigational
  • Informational

Transactional types of searches include both organic and paid traffic. These types of searches usually include keywords such as “buy”, “purchase” or other sales-oriented keywords that point at the user willing to acquire a certain product or service.

Navigational searches happen when users don’t remember a website’s URL or the name of the company and are using a search engine to help find it. The goal of this type of search is to find a specific website which means that the user won’t be interested in all the variants that the search engine provides.

Informational searches provide web-pages containing information on a given topic, for example, a historical event or the meaning of a certain definition. Informational search results have very little commercial intent and that’s why users that are looking for information won’t see any commercial offers in most cases. 

 Paid search results

Unlike organic traffic, paid promos are the first webpages to appear in the user’s search results. For example, when a person types the word “keyboard” in the search bar, even if he doesn’t type the word  “buy” he will still see paid promos and paid results on the right half of the SERP. Most of the paid search results are  PPC-based (abbreviation for pay-per-click), which means that site owners are charged from the search engine’s owners each time when the user clicks the “paid promo” link.


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