Search Engine Results Page — the page Google (or any search engine) returns in response to a query.
A Search Engine Results Page (SERP) is the page displayed by a search engine in response to a user's query. Modern SERPs contain a mix of organic results, paid ads, featured snippets, knowledge panels, image carousels, local packs, video results, and more. Understanding SERP features helps SEOs optimise for the specific result type most relevant to their target query.
The layout of the SERP determines what type of content ranks and how visible your site is. A featured snippet, for example, occupies "position zero" and can drive significant traffic even before the first organic result.
Searching for "best running shoes" returns a SERP that includes shopping ads, a featured snippet comparing models, organic blog posts, and local store results.
A featured snippet is a special SERP feature that displays a direct answer to a query at the top of organic results. Earning a featured snippet can dramatically increase click-through rates.
SEO
Search Engine Optimisation — improving a website's visibility in organic search results.
Keyword Difficulty
A score estimating how hard it is to rank for a specific keyword in organic search.
Organic Traffic
Website visitors who arrive via unpaid search engine results.
CTR
Click-Through Rate — the percentage of people who click on a link after seeing it.