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Serps
SERPs is an acronym standing for search engine results pages. A SERP is the resultant list of web pages provided by a search engine after a keyword query.
The SERP typically includes the titles and addresses of relevant web pages, plus a short description (or snippet) to give an idea of the content contained on the page. It is common practice to highlight (usually by bolding) instances of the keyword in each listing.
In addition to organic search engine results, most SERPs also include contextually relevant adverts or sponsored listings. On Google, sponsored listings are placed above and to the right of the natural listings.
Factors such as personalised search results, geo-targeting and multiple data centres mean that SERPs returned for the same keywords can vary dramatically on different searches. Theoretically, geo-targeting means that users in different countries receive SERPs customised to their own location, e.g. returning local rather than foreign retailers. In practice, search engine geo-targeting often produces sub-optimum results.
As well as web page results and sponsored listings, search engines often include other information in their results pages. It is common to see items such as news stories, blog posts, products and sports scores on Google.
As Google experiments with providing more useful SERPs to improve user experience, other features like extra sitelinks for authoritative websites have been added and formats modified.
Google also offers the option to customise search results to its account holders, whereby sites can be removed, voted up or commented on from within the SERPs screen. However, this only affects what the account holder sees and does not alter wider search results.
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