When a user searches for a term in a web browser on their computer or mobile device, the list of items served to them by the search engine is called a Search Engine Results Page (SERP).

SERPs typically includes this page information:

  • Title
  • URL
  • Name of the parent website
  • A short description which may be derived from the Meta Description
  • Last date the page was visited by the search engine
  • Date the content was published

Not all SERPs include the same information and mobile SERPs are normally pared down.

A digital marketer can control the title and URL of a page, and typically can influence the description that will appear on the SERP.