Search engines are said to drive more than half of all online purchases for businesses around the world and with half of the world’s population having access to the Internet these online sales are only going to get better as nearly 90% of people find websites through search engines. Search Engine Results Pages (SERP's) are the pages you see after you type in a search on Google or other search engines and click on the Search button.  Because 90% of people use search engines to find what they are looking for these SERP’s are the most important pages on the internet.

The Search Engines Result Pages (SERP’s) can be broadly divided into two categories: “Organic” or ”Natural” listings and Paid Advertisements usually bought on a "Pay Per Click" (PPC) basis.  

Despite the early popularity of Pay Per Click among online marketers, roughly 80% of clicks at Google occur within the organic listings not the PPC listings.  This is why is it important to get your site to rank naturally in the search engine result pages.

Organic search results are non-paid search results.  For example, if you type a search phrase on Google you'll get 2 types of results.  The first is paid results (Sponsored Listings) and the second are organic search results.  The organic listings are what Google and the other search engines believe to be the most relevant results, in order or importance. 

SEO is the process of engineering your website so it can be properly read by search engine spiders so as to this give your site an increased probability of achieving desirable results within the Search Engines Result Pages (SERP’s).