It’s powerful, it’s valuable, and it can be mysterious. It’s the SERP.
What is the SERP? It’s the Search Engine Results Page. In other words, the SERP is the result of bots crawling every page of the web, collecting information from each page, and putting them into an index. You can think of this index like a giant library. The librarian has read every single book and can help you pull up any information to answer your questions.
Algorithms analyze the pages in this index, considering hundreds of ranking factors to determine the order that pages will appear in the search results for any given query. This is what you’ll see when you search for something on Google, Bing, or any other search engine.