Search engine results page (SERP) is one of the most important things for any business. When a user types in a search or query into the search box, the search engine provides a listing of pages that match the query. Results shown on the pages can be categorized into two: PPC results and organic results. PPC results are those advertisements that are paid or sponsored links. They are normally at the top of the page and launched as pay-per-click, maximum CPC bids or based on quality score. Organic SERP results on the other hand are considered “natural” listings resulting from a series of metrics and scores used by the search engine. Many businesses use various methods to be on top of the page either as a sponsored or organic link. Chances are many users may not go beyond the first few listings on the first page. Research show more than 68 percent of searchers used results on the first page, more than 40 percent clicked on the number one listing and even the paid listings do not guarantee a listing on the first page. This is why keyword selection, SEO knowledge, analytics and prioritizing ad campaigns are so important for a business.