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Once you type in your inquiry and hit the search button, the next page you see will be the first page of many showing what the search engine thinks will answer your question. This is known as a search engine results page, or SERP for short.  There will be a mix of paid and organic results. An overwhelming majority of users do not click past the first SERP, making competition fierce to get ranked high enough to be found on the first page. There may also be a variety of SERP features, which can vary from rich visual snippets, image results based on the inquiry, or graphs showcasing data. Paid advertising is considered a SERP feature, such as Google Ads or paid search result listings.  

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