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((Short description|Display of results from a search))
((More citations needed|date=May 2012))

A '''search engine results page''' ('''SERP''') is a [[webpage]] that is displayed by a [[search engine]] in response to a query by a user. The main component of a SERP is the listing of results that are returned by the search engine in response to a [[Keyword (Internet search)|keyword]] [[Web search query|query]].

The results are of two general types :

* [[Organic search results|organic search]]: retrieved by the search engine's algorithm
* [[Sponsored Search|sponsored search]]: advertisements.

The results are normally ranked by [[relevance (information retrieval)|relevance]] to the query. Each result displayed on the ''SERP'' normally includes a title, a link that points to the actual page on the [[World Wide Web|Web]], and a short [[Meta element#The description attribute|description]] showing where the [[Meta element#The keywords attribute|keywords]] have matched content within the page for organic results. For sponsored results, the advertiser chooses what to display.

With the vast amount of content available online, it's no surprise that a single search query can yield countless pages of results. However, in order to avoid overwhelming users, search engines and personal preferences often limit the number of results displayed per page. As a result, subsequent pages may not be as relevant or ranked as highly as the first. Just like the world of traditional print media and its [[advertising]], this enables competitive pricing for page real estate, but is complicated by the dynamics of consumer expectations and intent&mdash; unlike static print media where the content and the advertising on every page is the same all of the time for all viewers, despite such hard copy being localized to some degree, usually geographic, like state, metro-area, city, or [[neighbourhood]], search engine results can vary based on individual factors such as browsing habits.<ref>((Cite web|url=https://spreadprivacy.com/google-filter-bubble-study/|title=Measuring the Filter Bubble: How Google is influencing what you click|date=2018-12-04|website=DuckDuckGo Blog|language=en|access-date=2019-12-04))</ref>

==Components==
The organic search results, query, and advertisements are the three main components of the ''SERP'', However, the ''SERP'' of major search engines, like [[Google]], [[Yahoo!]], [[Bing (search engine)|Bing]], [[Petal Search|Petal]], [[Sogou]] may include many different types of enhanced results ([[organic search]], and sponsored) such as rich snippets, images, maps, definitions, answer boxes, videos or suggested search refinements. A study revealed that 97% of queries in Google returned at least one rich feature.<ref>((Cite web|url=https://moz.com/blog/google-glossary|title=Google Glossary: Revenge of Mega-SERP|website=Moz|access-date=2016-05-25))</ref> Another study on the evolution of SERP interfaces from 2000 to 2020 shows that SERP are becoming more diverse in terms of elements, aggregating content from different verticals and including more features that provide direct answers. <ref>((cite conference | last1 = Oliveira | first1 = B. | last2 = Teixeira Lopes | first2 = C. | title = The Evolution of Web Search User Interfaces - An Archaeological Analysis of Google Search Engine Result Pages | book-title = Proceedings of the 2023 Conference on Human Information Interaction and Retrieval (CHIIR '23) | publisher = Association for Computing Machinery, New York, NY, USA | pages = 55–68 | url = https://doi.org/10.1145/3576840.3578320 | doi = 10.1145/3576840.3578320 | date = 2023| arxiv = 2301.08613 )) </ref> <ref>((cite conference | last1 = Oliveira | first1 = B. | last2 = Teixeira Lopes | first2 = C. | title = From 10 Blue Links Pages to Feature-Full Search Engine Results Pages - Analysis of the Temporal Evolution of SERP Features | book-title = Proceedings of the 2023 Conference on Human Information Interaction and Retrieval (CHIIR '23) | publisher = Association for Computing Machinery, New York, NY, USA | pages = 338–345 | url = https://doi.org/10.1145/3576840.3578307 | doi = 10.1145/3576840.3578307 | date = 2023| arxiv = 2301.08042 )) </ref>

The major search engines visually differentiate specific content types such as [[image]]s, [[news]], and [[blog]]s. Many content types have specialized SERP [[Template modeling score|templates]] and visual enhancements on the first search results page.

===Search query===
((Main article|Web search query))
Also known as 'user search string', this is the word or set of words that are typed by the user in the search bar of the search engine. The search box is located on all major search engines like [[Google Search|Google]], Yahoo, Bing, [[Petal Search|Petal]], [[Sogou]]. Users indicate the topic desired based on the keywords they enter into the search box in the search engine.

===Organic results===
Organic SERP listings are the natural listings generated by [[Web search engine|search engines]], they list webpages matching the query. The pages are sorted on a relevance score based on a series of metrics generally based upon factors such as quality and relevance of the content, expertise, authoritativeness, trustworthiness of the website and author on a given topic, good [[user experience]], and [[backlink]]s.<ref>((Cite web|title=How Search algorithms work|url=https://www.google.com/search/howsearchworks/algorithms/|website=Google))</ref>

Each of the matching webpages are presented as a visual element composed of attribution, title link, and a snippet of the matching webpage showing how the query matched on the page.<ref>((Cite web|title=Visual Elements gallery of Google Search|url=https://developers.google.com/search/docs/appearance/visual-elements-gallery|website=Google))</ref>

Search results pages typically contain numerous organic results, and users tend to view only the first results on the first page.<ref>, Jansen, B. J., and Spink, A. 2004. [https://faculty.ist.psu.edu/jjansen/academic/pubs/jansen_web_mining.pdf An Analysis of Documents Viewing Patterns of Web Search Engine Users]. In Web Mining: Applications and Techniques. Editor: Anthony Scime. p. 339-354.</ref> According to a 2019 study, the click-through rates (CTRs) drop significantly after the first few results.<ref>((cite web|title=We Analyzed 5 Million Google Search Results. Here's What We Learned About Organic Click Through Rate|url=https://backlinko.com/google-ctr-stats|last=Dean|first=Brian|date=27 August 2019|website=Backlinko))</ref>

===Sponsored results===
((Main article|Search engine marketing#Paid inclusion))
Several major search engines offer "sponsored results" to companies, who may pay the search engine to have their products or services appear above other search hits. This is often done in the form of bidding between companies, where the highest bidder gets the top result. A 2018 report from the European Commission showed that consumers generally avoid these top results, as there is an expectation that the topmost results on a search engine page will be sponsored, and thus less relevant.<ref>((cite web | url=https://ec.europa.eu/info/sites/info/files/transparency_of_platforms-study-final-report_en.pdf | title=Behavioural Study on the Transparency of Online Platforms |page=19 | publisher=European Union | date=2018 | accessdate=22 April 2021))</ref>

===Rich snippets===
Rich snippets are displayed by [[Google]] in the search results pages when a website contains content in structured data markup. Structured data markup helps the [[Google Algorithm updates in 2017|Google algorithm]] to index and understand the content better. Google supports rich snippets for various data types, including products, recipes, reviews, events, news articles, and job postings.<ref>((Cite web|title=Enable Search result features for your site|url=https://support.google.com/webmasters/answer/7358659))</ref>

=== Featured snippets ===
Featured Snippet is a summary of an answer to a user's query. This snippet appears at the top of the list of search hits. Google supports the following types of featured snippets: Paragraph Featured Snippet, Numbered List Featured Snippet, Bulleted List Featured Snippet, Table Featured Snippet, YouTube Featured Snippet, Carousel Snippet, Double Featured Snippet, and Two-for-One Featured Snippet.<ref>((Cite web|title=A Complete List of the Different Types of Featured Snippets|url=https://www.searchenginejournal.com/featured-snippets-types/219907/|last=Willson|first=Amelia|date=20 October 2017))</ref>

===Knowledge graph===
Search engines like Google, Bing, [[Sogou]] have started to expand their data into [[Encyclopedia]] and other rich sources of information.

Google for example calls this sort of information "[[Google Knowledge Graph]]", if a search query matches it will display an additional sub-window on right hand side with information from its sources.<ref>((Cite web|url=https://www.google.com/intl/es419/insidesearch/features/search/knowledge.html|title=Knowledge – Inside Search – Google|website=www.google.com|language=en|access-date=2017-04-04))</ref><ref>((Cite web|url=https://www.bing.com/partners|title=Bing for Partners helps businesses and developers succeed|website=www.bing.com|language=en|access-date=2017-04-04))</ref> Such panels may offer the user a [[zero-click result]] to their query.

=== Google Discover ===
Google discover formerly known as Google feed is a way of getting topics and news information to users on the homepage below the search box.<ref>((Cite web|title=Enable Search result features for your site ((!)) Google Search Central|url=https://developers.google.com/search/docs/advanced/appearance/search-result-features|access-date=2021-03-03|website=Google Developers|language=en))</ref>

==Generation==
Major search engines like [[Google]], [[Yahoo!]], [[Bing (search engine)|Bing]], [[Petal Search|Petal]], [[Sogou]] primarily use content contained within the page and fallback to [[metadata]] tags of a [[web page]] to generate the content that makes up a search [[wikt:snippet|snippet]].<ref>Cutts, M. (2007) [http://www.mattcutts.com/blog/video-anatomy-of-a-search-snippet Video: anatomy of a search snippet]. Matt Cutts: Gadgets, Google, and SEO.</ref> Generally, the [[HTML]] title tag will be used as the title of the snippet while the most relevant or useful contents of the web page ([[Meta element|description tag]] or page copy) will be used for the description.

==Scraping and automated access==
Search engine result pages are protected from automated access by a range of defensive mechanisms and terms of service.<ref>((Cite web|url=https://www.google.com/policies/terms/|title=Google Terms of Service – Privacy & Terms – Google|website=www.google.com|language=en|access-date=2017-04-04))</ref> These result pages are the primary data source for [[Search engine optimization]], the website placement for competitive keywords that has become an important field of business and interest. Google has even used [[Twitter]] to warn users against this practice<ref>((Cite news|url=https://www.seroundtable.com/google-warns-automated-queries-23135.html|title=Google Warns: Automated Queries On Google Is Against The Terms Of Service|work=seroundtable.com|access-date=2017-04-04))</ref>

The process of harvesting search engine result pages data is usually called "[[search engine scraping]]" or in a general form "[[web crawling]]" and generates the data SEO-related companies need to evaluate website competitive organic and sponsored rankings. This data can be used to track the position of websites and show the effectiveness of SEO as well as keywords that may need more SEO investment to rank higher.

==See also==
* [[User intent]]

==References==
((reflist))

((DEFAULTSORT:Search Engine Results Page))
[[Category:Search engine optimization]]
[[Category:Internet search engines]]
[[Category:Internet terminology]]
[[Category:Digital marketing]]

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