Search Engine Result Page, or "SERP" for short, refers to the page where search results are listed in search engines. Ranking in the SERPs is critical to the success of websites. The higher it is listed, the more likely it is to be clicked on. The order of search results in the SERPs is determined by the algorithms of the search engines. Google, for example, uses more than 200 factors to determine the ranking of a web page. The search query determines how the SERPs are displayed: depending on the search term, the search results may include advertising, images, Google Maps results, and/or reviews. Because a high ranking is so important for a website's traffic, search engine optimization (SEO) attempts to positively influence a website's position in the SERPs.