The main component of a SERP is the listing of results that are returned by the search engine in response to a keyword query.
However, in order to avoid overwhelming users, search engines and personal preferences often limit the number of results displayed per page.
Just like the world of traditional print media and its advertising, this enables competitive pricing for page real estate but is complicated by the dynamics of consumer expectations and intent— unlike static print media where the content and the advertising on every page are the same all of the time for all viewers, despite such hard copy being localized to some degree, usually geographic, like state, metro-area, city, or neighbourhood, search engine results can vary based on individual factors such as browsing habits.
[8] Rich snippets are displayed by Google in the search results pages when a website contains content in structured data markup.
Google supports rich snippets for various data types, including products, recipes, reviews, events, news articles, and job postings.
[10] Search engines like Google, Bing, Sogou have started to expand their data into Encyclopedia and other rich sources of information.
Search engine result pages are protected from automated access by a range of defensive mechanisms and terms of service.
[15] These result pages are the primary data source for Search engine optimization, the website placement for competitive keywords that has become an important field of business and interest.