The SERP refers to the Search Engine Results Page, if you don’t know what it is, I will give you a clue; you have probably been on it about a million times. After you type a term into a search engine like Google, it’s the page that displays the results of your query. On Google you see 10 results per page, and there can be any number of pages with hundreds of millions of results depending on how popular the query is.
Relevance at the top
Generally you will find the most relevant and popular pages at the top of results and if you have a website you want to rank highly, this is where you want to be. There have been slight modifications to the SERP over the last few years including an update by Google in 2014 which meant smaller space to work with in terms of your Meta. Understanding the SERP and making it work for you is actually quite tough. A combination of paid for ads and organic results is key to getting relevant visitors to enter your site. You have to really appreciate that between your site and your audience the SERP acts as the doorway.
Meta & Schema in the SERP
The SERP on Google search is Googles creation and you have to develop Meta and Schema around their specification. There is no room to manoeuvre in terms of design, but in terms of your content on the SERP there is a lot of room to manoeuvre. If you are particular like me you want a well-balanced ad for your page that in some good way can catch the eye of a searcher and make them want to click your add. There is a lot of SEO rules you should obey when designing for the SERP, avoid truncated text, all capitals is another which you think would make your site stands out but makes it look cheap and desperate usually . Nothing is better in the SERP than a short well written result with nice Schema that communicates effectively a pages content.