SERP (search engine results page), in translation: search engine results page - is the aspect that must be taken into account the most, for online success.
The description taken over and displayed by the search engine is usually taken from the tags used on the site (meta name description). In their absence, Google for example often takes the description used in the directory http://www.dmoz.org, if it is registered in the directory, of course.
SERPS, in short, is the list of web pages that contain the words searched by the user.
It has 3 components:
the words sought by that user.
Google's own lists (for example), depending on its algorithms, pagerank, etc.
Paid listings (that sponsored yellow sometimes seen) - these are ads that appear on certain keywords. but here there is a hierarchy that relates to the content of the site. In addition, payment is made for certain keywords (keywords) that you must carefully choose, to be among the most frequently searched.
This SERP is important for any webmaster because it says that 70% of the internet users only enter the search results obtained on the first page displayed by the search engines, being too comfortable to search more or simply because they have found what they were looking for. .