Search Engine Results Pages, or SERPs for short, are the pages that appear when you enter a query on any search engine. It contains organic results, PPC ads and paid-per-click listings; all of which depend on how your site appears in these SERPS to attract more clicks from users. Understanding this is crucial if you want to succeed with SEO because it means understanding what makes people click on certain links–the features that make them appealing enough so they will become popular amongst searchers who might not know anything about those products/services being offered before arriving at the page result (SERP).
