SERP is the acronym for “Search Engine Results Page”, as the name suggests it is the listing of the results on search engine when a user searches with the keywords. Every search engine, be it Google, Yahoo or Bing, have their own crawlers or bots that scan the pages of the web and index the pages and links of one page to other. If the website is not indexed, those websites will not be displayed in SERP.
The figure below depicts how the SERP is displayed in Google page
Google’s result page has three different kind of listing in the SERP.
Search phrase or keyword – positioned at the top of the SERP page, displays the search phrase given by the user. It is also mentioned as keyword.
Organic listings – They are managed by the search engine and are called “organic” or free listing of the sites. The results are obtained after the analysis of the website. Search Engine Optimization (SEO) is the main concept for the website to reach top position in the organic listing.
Paid Ads – These links are sponsored links or ads for which the owners have to pay to be displayed in SERP. They are done by Pay-Per-Click campaigns and are placed either below the search bar or towards left side of the page or at the bottom of the page. To achieve high position even with the paid ads, the links should be more qualitative and should have maximum Cost-Per-Click bids. Example, Google Adwords is used to get better Google SERP position. In the same way, different search engines have their own adwords.