Search engine results pages (SERPs) are the pages in which all the links relatable to your search query are showcased. Basically all search engines customize their SERP to relate more towards the user. This means your search results are heavily influenced by your location, browsing history, and social settings. The first page of the SERP is what every advertiser strives to be on. You can show up on the SERP by either ranking your site organically, or ranking with paid advertisements using tools such as Google AdWords.
E.g. “My goal is to be on the SERP page whenever someone searches for ‘wedding photographer Cardiff’.”