SERP

Search engine results page (SERP) - a web page generated by the search engine in response to a user's request.

One part of the search results is organic. This is a list, found and indexed by the search engine, which is closely relevant to the query, and the ranking and display is not affected by paid advertised listings.

The structure of SE results page divided into several parts, on the top 3 positions the AdWords ads is placed with a special sign “ Advertisement”. Below you’ll see the natural, or organic search results. And on the right - some additional content, like Google maps pages, search related images, etc.

Usually it is ordered by descending relevance to the search query according to the ranking algorithms used in the search system. Other types of sorting can also be provided, for example, by the date of the documents.

Overview of the SERP Structure

There are several areas in the search results page in modern search engines:

Organic search results - the main part of the results;
Contextual ads (paid links) - small fragments of text, placed in search results on a fee basis. This is one of the main ways to monetize the search engine;
Shortcuts (one-boxes, wizards, etc.) - the area in front of the main search results, where you can put a ready answer to a query, useful information or links, or suggest correcting typos in the request;
Related request - reformulation and refinement of the entered query, similar requests;

Controls:

Field for entering a search request, the possibility of automatic prompts (auto-completion);
Links to go to the next, previous and several other pages of the issue.

Search documents are usually represented by web pages, but many systems are also able to index and provide links to files in formats such as .pdf, .doc, .ppt, etc., pages with Flash-animation (.swf).

Some systems have introduced the so-called universal search: these results may be mixed, for example, the query may display results ranging from pictures, videos, news, and maps. With the implementation on the site structured data, it is increasingly possible to see in the SERP "extended" snippets in search results, which occupy about 20-30% of the Google’s first page.