What are SERPs and Why Are They Important?
SERPs, or SERP, stands for search engine results pages. They are a search engine's response to a user's input. If someone googles "Italian restaurant," the results are what is referred to as SERPs. SERPs include organic search results, PPC ads, featured snippets (when the search engine automatically pulls an excerpt from your page and prominently displays it because it has determined it answers the question), videos, and more.
SERPs are critical to the success of a digital marketing campaign, as they determine where you land on a page when someone searches for something relevant to your business. For example, let's say you are trying to rank for "digital marketing agency Miami." When you type that phrase in, you may find that you rank for it, meaning you show up on the initial results page, but your SERP ranking has you all the way down the list at #10. More than likely, your link won't be clicked on because most users go with one of the top three results.
There are also SERP features like PPC ads and Featured Snippets that can push your page even further down, even if you rank #1 organically! This is why investing in PPC advertising is so important. With PPC, you are essentially punching your ticket to success with landing in front of your target audience.