Most people in SERP will only click on the search page on the first page and rarely visit the second page. This is why every website operator wants to be ranked on the first page of the search engine. If your website is ranked on the second page or later, the possibility of being clicked is very small. But for some reason, ranking on the homepage does not always equal a large number of visits.
Most users click on articles in the top positions. Paid content will also occupy a relatively good position, making the natural ranking of SERP decline. Search engines sometimes use SERP functions to answer search queries.
The SERPs for each query may look different, but they all consist of the same three main modules: paid advertising, automatic search results, and SERP functions.
Paid search results appear before the natural search results, and sometimes appear after the natural search results. The two types of results are actually indistinguishable, the only real difference is that paid ads are marked as follows (with the words Ad / Ad).
Paid advertising is based on pay-per-click (PPC), which means that advertisers bid for keywords without paying search costs per click. Although search engines also consider factors such as ads and click-through rates, customers with the highest bids will generally receive the highest rankings.
Random search results are pages indexed in search engines. Since there are usually thousands of matching results, search engines use hundreds of ranking factors to rank them. The pages that eventually lead to relevance and high quality usually end up on the first page of the SERP.
You can tell the search engine what to display in the SERP by setting the title tag, URL, and description tag of the page. However, search engines almost always display hard-coded title tags in SERPs, but it usually chooses to excerpt content other than description tags.
The SERP function is an unconventional search result, for example, it can be obtained directly from Google’s Knowledge Graph. The purpose of the SERP function is sometimes to directly generate revenue for search engines, but most of the time it still provides effective information for users to search without additional page clicks.