Search engines like Google and Bing generate a list of relevant web pages when a user enters a query or search intent. These pages, displayed in the search results, make up the search engine results pages (SERPs). SERPs typically present combinations of organic search results, paid advertisements, and various enhanced features–such as featured snippets, knowledge graphs, or local business listings–based on the search engine’s algorithms, user location and history, and device used. Website builders aim to optimize their web pages to appear prominently and favorably in SERPs by employing search engine optimization (SEO) techniques such as keyword optimization, quality content creation, technical optimizations, and paid advertising strategies. Additionally, website builders can leverage paid advertising strategies to display ads on SERPs and drive targeted traffic to their websites.
