SERPs

Search Engine Results Pages - These are the pages that are generated by search engines in response to a search query.  Usually the search engines display 10 results per page.

It is crucial that your web site is listed prominently within search results for keywords and phrases relevant to your products, services or information. 

To be listed in the search results might not be enough. 

If your potential customers are to find your site, you have to be ranked on the first few pages of the search results.  Most users of search engines will not bother looking beyond the second page of results – that is if they actually get beyond the first page.  Studies show that results on the first page of listings enjoy a click-through rate of around 75%.