SERP are the displayed results after a keyword is entered into a search engine.
The search engine ranks the results by relevance, displays a short summary, and provides a link.
Companies use Search Engine Optimization (SEO) techniques to help search engines find and display correctly in their search results. Snippets, Rich Snippets and Meta Tags are are displayed as well.
Advertising and proper SEO increases your chances to appear on the Search Engine’s SERP using keywords relevant to your businesss.
The following shows a typical SERP provided by Google when the Keyword Digital Marketing is used.