Search engine results pages or SERPs are the listing of web pages returned by a search engine in response to a keyword/phrase query. The results normally include a list of web pages with titles, a link to the page, and a short description showing where the keywords have matched content within the page. A SERP may refer to a single page of links returned, or to the set of all links returned for a search query.

The list of websites consists of two different types of results:

The websites appearing under the sponsored listing section which are normally at the top of the page and to the right, have all paid to be there using Pay Per Click campaigns. This is called paid inclusion.

The rest of the results are natural or organic search engine results. Your site needs to be well optimised using SEO techniques to appear high in these natural listings.