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This particular phrase is sometimes used in contrast with Search Engine Optimization (SEO) while describing paid search activities. It may also sometimes refer to either organic or paid search-marketing activities.

Pages displayed by the search engines as a response to queries by online users. The primary component of SERPs are the listings of results which the search engine returns in response to keyword queries, even if the pages contain other results such as ads etc.

Onsite strategies for increasing potential of high rankings via organic/natural search results for certain keywords. In organic search results, the ranking placement can’t be purchased on search engines. It means you cannot pay Google to attain higher rankings on their SERPs.

Excessive manipulation methods used to influence the rankings on search engines; this is often for pages that contain minimal/no relevant content.

Website architecture, linking pages, filenames and URL’s.