Search Engine Result Pages.
Every search engine does things slightly differently. Each employ their own meticulously crafted algorithm to rank pages and the way results are presented can vary. For a long time Google Search has held and still holds the accolade of most popular search engine, with more than 80% of the market. Even though Bing from Microsoft reportedly gained more users following the integration of the popular AI chatbot tool ChatGPT.
SERPs Can Be Highly Competitive.
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. So holding these positions organically can be very valuable.