Search Engine Result Page

Search Engine Result Pages (SERPs) are the interfaces through which users access online information, and their design significantly impacts user experience and information retrieval. Current research focuses on improving SERP organization and presentation, particularly leveraging large language models (LLMs) to dynamically generate layouts incorporating diverse data types (text, images, videos) and optimize for user queries. A key challenge is mitigating biases inherent in SERP data, especially concerning social media content, where reliance on search engine crawls rather than direct API access introduces significant limitations. Understanding the influence of various SERP features, beyond simple ranking, on user click-through rates is also a critical area of investigation, impacting both search engine optimization and the effectiveness of online marketing.