After a user inputs a search term, a search engine returns this page. Paid search and pay-per-click (PPC) adverts are commonly found alongside organic search results on search engine results pages (SERPs). Because consumers are more likely to click on results at the top of the page, ranking position on a SERP can be very competitive thanks to search engine optimization (SEO). SERPs are becoming significantly more sophisticated as a result of the introduction of schema markup in an attempt to anticipate user wants.