SERP stands for "Search Engine Results Page" and refers to the search results page displayed by search engines such as Google, Bing or Yahoo! A SERP shows a list of organic and/or paid search results that are customised to a specific search query by the user.

The SERP usually contains a variety of elements such as organic search results, paid ads, local results, knowledge panels, rich snippets and more. The order in which the results are displayed depends on various factors, such as the search query, the type of content, the authority of the website and many others.

It is important for companies to appear on the first page of search results, as most users only look at the first page of results and rarely go to the second page of the SERP. Companies can improve their visibility in search results through search engine optimisation (SEO) and paid search advertising (SEA). The SERP has evolved significantly over the years and now includes many different types of content and features, such as rich snippets, answer boxes and knowledge panels. These features provide users with a faster and more comprehensive response to their search query and can help businesses improve their visibility and credibility in search results.