What are SERPs?
These are the pages that an internet search engine returns after a user submits a search query. As well as organic website listings, search engine results pages (SERPs) usually include pay-per-click (PPC) adverts at the same time.


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Each search engine’s SERP design is different, but Google is the most popular, with more than 80% of the market. In addition to generic search results that simply display the site name and metadata, Googles search algorithm can also return special features like images, shopping suggestions and information cards.
The SERP features displayed following a search, depend on the type of query entered. With search queries typically falling into one of three categories: navigational, informational, or transactional.
Depending on what users are searching for, ranking positions on a SERP can be highly competitive. This is because users are more likely to click on the results displayed towards the top of the page.
There are various search engine marketing (SEM) tactics that can be deployed to boost a websites position on a SERP. These include pay-per-click (PPC) adverts and search engine optimisation (SEO).
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