The Search Engine Results Page, known as the SERP in the business, is where all websites want to be. The SERP is what happens when you type something into a search engine such as Google, Bing, or Yahoo. What you see is essentially what the respective search engines have calculated as being the best fit for what you wanted.

These results will normally include a list of items with titles (called title tags), a sample of the website’s URL, and a short description showing where the keywords have matched content within the page (commonly called the meta description).

Modern SERPs are usually divided into three sections, although two of the parts can sometimes be absent. The constant part of any SERP is the “unpaid” results – something that is called an “organic result”. The organic result is what most of the SEO business is focussed around: trying to improve the “natural” rankings of websites on search engine SERPs.

The other two parts of a SERP are both paid ads. One group of paid ads sits above the organic results, and are easily identified by the bright yellow “Ad” sign next to each The other paid ads form along the side of the SERP, sometimes trailing down towards the bottom, but more often than not finishing after several ads.

Typical SERP below.

typical organic google search result example with headline url and description

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